3 Signs You Need a Fresh Content Strategy
Frustrated with your current marketing content and (lack of) content strategy? On paper you’re doing the “right things” but the results are disappointing week over week?
Or maybe you’re feeling totally uninspired when it comes to creating content for your small business or startup? Like you’re just rolling out the same stuff over and over again?
In either case, this is for you!
Developing a content strategy that consistently elevates your brand’s name recognition, attracts leads, and converts isn’t a set-it-and-forget-it type of thing. Your content strategy needs a refresh from time to time. Here are three signs that you content strategy needs a refresh, plus action-oriented next steps to help you get started.
3 Signs that Your Content Strategy Needs a Refresh!
#1: Not seeing the results you expected from your content strategy
If your current content isn't working like it used to, it’s time to open up the hood and see what’s going on!
Depending on where and how you typically share content, there are a few common issues that could be causing the problem:
Your content is no longer reaching your intended audience. This is often a technical issue (assuming your publishing cadence hasn’t dropped dramatically), such as changes in email delivery, social media algorithm updates, or simply an outdated mailing list.
Your content is no longer resonating with your audience. When you know that your message is being delivered and seen by your audience, but engagement and response has dropped, it’s likely because the content is no longer relevant or topical.
Your content is no longer delivering solid leads. If delivery and engagement are steady but you’ve seen a dramatic decline in conversions, you likely have a lead funnel leak! Somewhere along the line, your audience is losing interest – and you’re losing sales.
What to do: Revisit your current content strategy and reevaluate your target audience as well as your lists; refine your messaging, formats, and channels; and explore some new approaches that better align with your goals.
#2 : You're not excited about your content or content strategy
If you're not excited about what you're creating, your audience won't be either. A successful content strategy requires passion and authenticity in addition to all the technical and strategic foundations.
Your energy and enthusiasm matter. If you’re not feeling it, make time to explore why before you start to resent content creation. Here are 3 common reasons why small business owners and marketers alike lose that content creation spark:
You’re experiencing burn-out. It’s impossible to give 100% to every responsibility on your plate. But Lord knows most of us try! Unfortunately this is the recipe for burnout and, when that hits home, it’s nearly impossible to feel creative and motivated.
You’re getting bored. Whether you’ve exhausted the current topic and formats or perhaps you’re just ready to sink your teeth into something new, getting bored makes for lackluster content.
You’re not seeing the results you expect. We covered the technical side above but, let’s be honest, not getting results from all your hard work sucks – and can understandably cause you to lose interest and passion about the topics at hand.
What to do: First, honestly evaluate everything on your plate. If your workload is mostly manageable, it’s time to freshen up your content strategy with new topics, formats, or creative approaches that reignite your interest and share your enthusiasm.
If you’re drowning, start looking into help from a content creation agency or virtual assistant to superfuel your content strategy before you’re totally sunk.
Sign #3: You don’t have a solid content strategy
Putting out content on a whim and publishing intentional content are worlds apart. If you fall into the first camp, don’t fret, you’re in good company! Almost every business owner I’ve met who doesn’t come from a marketing background starts out this way. This typically looks like:
Posting content that only serves your immediate needs: Think promoting your services and offering free consults or other freebies; updating store hours, sharing what’s in stock or on the menu today, and other time-sensitive announcements.
Being reactive to your audience or industry: Stepping up a notch from just posting about your immediate needs is a mix of shapeshifting to people’s idea of what you *should* be posting about or trying to conform to what everyone else in your industry is doing.
Sharing a mix of personal and business interests: This is super common for freelancers, solopreneurs, consultants, and other (mostly) solo operating business owners. The line between personal brand and business brand is blurry and sometimes non-existent.
In the early days when you’re still figuring everything out, you can get by posting whatever whenever. However, without a strategy, your efforts lack direction, consistency, and effectiveness. If you’re serious about cultivating an audience, generating leads, and consistently booking new clients and projects, then you need a content strategy.
What to do: Take the time to create a comprehensive content strategy that aligns with your business objectives and resonates with your audience. Assign goals to each piece of content to make sure it contributes to your lead generation strategy.
Get Ready to Level-Up Your Content Strategy
As your business evolves, so should your content strategy. Regularly reassess and refine your content marketing approach to keep it relevant, engaging, and aligned with your overarching business objectives.
Ready for a content strategy designed to consistently attract leads and ideal clients? Trail Mix Marketing has you covered. Book a free content strategy session with us today.
