Content Diagnosis: When stuff doesn’t work [Oi Conference 2018]

Content Diagnosis: When stuff doesn’t work

Emily Perkins, Creative Content Manager at Oggadoon

I attended a talk about Content Diagnosis by Emily Perkins. I have heard her speak before on other topics, so it was great to have another quick fire talk to pick up some of her wisdom on creative content.

Not everything works all the time. Before you do it all again the next day… or do you change something.

What are your goals? (If you don’t know what your goals are then you have a different issue).

It is important to know what working looks like and what not works looks like for you personally.

Emily talked us through a few examples.

Problem: Not increasing traffic…

So your content is not increasing your traffic. You should do some analysis and think about:

• What are you sharing?
• When are are sharing it?

Test out different ideas by mixing it up and seeing what works. If it is not working try somethingl else.

• Are you engaging with your audience?

If you are looking to increase your traffic you should be engaging with your audience – consider how engaged you are on social. Are you responding? sharing? Are you providing good customer service?

It is not enought to just “share stuff” near them. You need to engage.

• When did you last update your SEO?

If it was more than two months ago – then it is probably out of date. Get it updated.

• How are you reaching people?

Content is not just about social medai – do you have a newsletter? Are you delivering content to your audeience. Can you pitch to and engage third parties? Are you encouraging and talking to people about your site?

All of these things increase your network. By increasing your network you should increase your traffic.

Problem: Not increasing your dwell time…

Once you have got traffic. If you are not increasing your dwell time, then your audience is not interested in staying. Ask yourself:

• Is it valuable? If it is not valuable your audience will go where the value is and just scroll on past.
• Is it meaningful? This is particularly important if you are trying to get someone to hand over their money.
• Is it boring? People might not stay for the simple reason that they find your content boring. You don’t remember the boring content.
• Is it accessible? Think about how you are presenting your content. E.g. Long form vs short form. Subtitles for the hearing impaired. Descriptive for the visually impaired.

Problem: Not increasting conversions…

So what if you are getting traffic, you are increasing your dwell time and people are spending time on your site, but you are not converting. What if your content is not generating sales?

• Check your Call to Actions.

Are you actually asking your readers to do anything? Are you CTAs too vague or is there too much going on that you overwhelm them. People do not have the time to click 5 things. Keep it simple.

• Check your offering.

What are your offering your audience. Are you actually offering something that they would want? Why do they want it?

• Check the User Experience

People want things to be simple and easy. Check your user’s experience/journey. Can they find what they are looking for? Are you making it obvious? If the user experience is bad no one will client.

If you have checked and improved these things and it is still not working for your audience – try something new.