Que faites-vous si vos stratégies de contenu ne parviennent pas à engager votre public ?

From my experience working with clients, I've learned that reviewing content thoroughly is crucial. It's about understanding why some pieces work while others don't. For example, with a designer client, we found that behind-the-scenes videos resonated well with their audience. By prioritizing more of this content, we saw a big boost in engagement and loyalty. This shows the power of using data to guide content decisions.

I would first take some time to audit my content. Do a data analysis and see what type of content is working for my audience as well as my client. Then spare some time for market research so I can understand what are the current trends in market.

This is the framework I use to audit my clients' website content: 1. The Hero Section must clearly articulate the Unique Value Proposition, answering what, who, why, benefits, and the next steps within 5 seconds. 2. Message match - reflecting the core brand message aligned with marketing expectations. 3. Highlight the primary offer with clear benefits. 4. Review navigation and design for intuitiveness and minimal distractions. 5. Prioritize benefits over features, focusing on solving customer needs. Aim for logical content flow, clear CTAs, and credible social proof.

Pregúntate: - ¿Cómoe s tu contenido? ¿Aporta? Investiga a tu públic más a fondo. - Analiza lo que funciona bien (si hay algo). <- Métricas. - Segmenta tu público y entra en detalle por si podemos mejorar por partes. - Formatos, cambia y prueba. - ¿Te encuentran buscando...? Revisa tu SEO. - Haz encuestas. - Forma al equipo si detectas alguna carencia.

If you don't correctly target your content, your audience won't find your content relevant and will be less likely to engage with it. According to HubSpot, knowing your audience's needs and preferences is vital to creating content they will connect with, as is choosing the right kind of medium to create it in.

A lack of engagement indicates that your content is not relevant to the audience. This is like offering milk to those who want to drink beer. Before investing resources into content creation, ask yourself who it is all for. Why should people take the time to engage with your content? What value will they gain? Simple questions, yet understanding the answers makes a difference. You have a chance to choose between the right and wrong direction at the very beginning of your path. Why not do it? :)

People tend to confuse ICP (Ideal Customer Profile) and Customer Persona. If you want to understand your target audience you need to make the distinction between these two: Ideal Customer Profile (ICP) - information about companies you target - Budget / Revenue / Company Size / Industry Geography Product or Service Limitations Customer Personas - the individuals who use your product or service - Demographics / Goals / Motivators / Challenges / Pains / Needs

Personally, I would start by revisiting past successes (based on historical data) and replicating those effective strategies or content styles. Additionally, I would explore new content avenues that your audience hasn't experienced from you yet, to identify untapped potential. By leveraging historical insights and experimenting with innovative content, you can revitalise audience engagement and steer your content strategy back on track.

The most common reasons why content strategies fail to engage are: 1. Wrong platform - your audience isn't as active on the platform where you post 2. Wrong messaging - your audience isn't able to relate to the content 3. Wrong CTA - your audience is confused/unclear about the next steps 4. Wrong format - your audience is unable to access the content in a particular format 5. Wrong timing - your strategy doesn't target the audience at the right time when they are most active Sometimes, excessively frequent ads and click-baits also contribute to low engagement.

Too often people expect to nail their message from the start, but this happens rarely. You need multiple iterations until you find the right message to connect with your audience.

Here's what to do if your content strategy is failing to grab attention: -Revisit Goals: Make sure your content aligns with what you want to achieve (brand awareness, sales, etc.). -Analyse Data: Look at metrics to see what content performs well and what flops. -Test Assumptions: Don't guess what your audience wants. Research and gather feedback. -Refresh Content: Update existing content or try new formats (videos, infographics) to keep it fresh.