Category: Content Marketing:
Troubleshooting Sheet: Addressing Underperforming Content
1. Title:
GRASPED Troubleshooting Sheet: Addressing Underperforming Content
2. Introduction:
Content plays a pivotal role in digital strategies, driving engagement, conversions, and brand visibility. However, not all content pieces perform equally well. Some may not generate expected traffic, engagement, or conversions. Addressing underperformance is essential to ensure that content investments yield desired results. This guide provides a structured approach to diagnose and enhance underperforming content.
3. Objective:
To identify, understand, and implement strategies to improve the performance of content that isn't meeting expectations.
4. Start Here:
Have you set clear performance benchmarks for your content? Reflective Prompt: Begin by defining what 'successful performance' means for your content in terms of metrics like traffic, engagement, conversions, etc.
5. Understanding the Issue:
a) Content Relevancy
- Question: Is the content still relevant to your target audience or current industry trends?
- Prompt: Conduct audience research and monitor industry trends to ensure content aligns with current interests and needs.
b) Content Quality
- Question: Is the content comprehensive, well-researched, and presented engagingly?
- Prompt: Review the depth, structure, and presentation of your content, ensuring it's of high quality and value.
c) SEO Optimization
- Question: Is the content optimized for search engines, including on-page elements and keyword targeting?
- Prompt: Perform an SEO audit focusing on title tags, meta descriptions, keyword usage, and internal linking.
d) Promotion Strategy
- Question: Has the content been adequately promoted across relevant platforms and channels?
- Prompt: Evaluate your content distribution and promotion strategies, ensuring a broad reach.
e) Content Freshness
- Question: Is the content outdated or lacking recent information or developments?
- Prompt: Regularly update content to include the latest information, data, or industry developments.
6. Action Plan:
- Relevancy Assessment: Prompt: Regularly review and adjust content topics to ensure alignment with audience interests and industry trends.
- Enhance Quality: Prompt: Dedicate resources to improve content depth, structure, and presentation.
- Optimize for SEO: Prompt: Ensure content is search engine friendly, targeting relevant keywords, and utilizing best on-page SEO practices.
- Amplify Promotion: Prompt: Boost content visibility by promoting it across diverse platforms, including social media, email newsletters, and industry forums.
- Update Regularly: Prompt: Refresh content periodically with the latest information, stats, or trends to maintain its relevancy and appeal.
7. Review and Adjust:
After implementing changes, monitor content performance metrics to assess the impact. Reflective Prompt: Have the enhancements led to improvements in traffic, engagement, or other key performance indicators?
8. Conclusion:
Addressing underperforming content is an ongoing process that demands regular monitoring and adaptation. By staying proactive in assessing content relevance, quality, and promotion, content creators can ensure each piece reaches its maximum potential. Periodically revisiting this guide can help maintain content performance and drive consistent value from content investments.
