3 Reasons Your Content Isn't Working (and how to fix it)
The advice I'd give myself from day 1 if I had to start all over.
The first time I ever posted to social media for work I had no idea what to do. I’d post what I assumed people wanted, created, posted, and waited…but nothing. Silence. Has this happened to you?
Since then I’ve thrown myself into the deep end of the content pool to learn how to navigate these waters. I’ve gone from being the insecure intern to social media director to now working my dream job at VEED. I’ve never really gone with the flow because I wanted to understand what hell is MY flow?
Because of this, I’ve failed a lot which means I learned a lot in order to grow a lot. So today, I have 3 reasons your content isn’t working and how you can fix it. These are all lessons I have learned from my personal experience.
Here’s the short of it before we dive into each reason:
Create content people search for (not what you or your boss wants)
You’ve never interviewed your target audience
It doesn’t have to be perfect but it should be the end destination
1. Create content people search for (not what you or your boss wants)
Have you ever stayed in a relationship longer than you should even though you knew it wasn’t going to work out? We lie to ourselves even when we know the truth.
It’s hard to not get attached to a concept when you spend so much time with your content. You begin think “I think this would be cool” rather than
”this is exactly what my audience actually wants and needs!”
Or maybe you have leadership you have to deal with. Your boss wants you to post something you know brings no value to the audience. But you’re afraid to speak up even though you know your boss will pull you aside for a conversation asking you why the content isn’t working.
I don’t choose what people will consume. I’m just a good listener who gives them what they want. Your audience is constantly telling you what you should give them either through their words, the types of content ranking for a Google keyword or Instagram hashtag, or the performance of your content.
Make more of what people want.
Never just turn down your boss’ idea without having listened to their why and without presenting an alternative solution. Understand why they don’t agree. Then go create a plan that addresses their concerns and pitch your solution.
Everyone, not just your target audience, needs to be heard to make great content that you and other parties involved are on board with.
2. You’ve never interviewed your target audience
You’ve researched what your competitors are posting. You’ve been watching and breaking it all down. But then you post and nothing happens OR you attract the wrong audience.
Research can only go so deep. If you’re not incorporating actual chats with your audience 1 on 1 then you’re missing out on the opportunity to:
Understand the language they use to describe their problems.
Get to hear about challenges they face that you can address but your competition failed to address because they weren’t as thorough
The way I like to invite people is by being clear about the purpose of the call while also showing what’s in it for them. For example, later this year we will likely use influencers in our marketing at VEED. One of the things I did in preparation was hosting calls with them. But rather than picking people who simply make good content I went for people who make good content but are also already using and posting about VEED.
The best cheerleaders and people to talk to already know and like you.
I invited them to get on a call with me so we could:
Understand them better so we can create a paid partnership that will align with not just our goals but their goals as well.
Understand their pain points better so we can build better content
The way you pitch it might be different but will still need to give them an idea of what’s in it for them?
3. It doesn’t have to be perfect but it should be the end destination
Giving it your best doesn’t mean be perfect.
But what your content does need to do is be the best at answering the questions people have.
What are people asking?
Take those questions from your research and see what kind of content people are creating to answer them.
What questions is the content answering?
Look at the top 3 pieces of content and find differences and similarities regarding the questions their content answers.
What questions did the content fail to answer?
Based on what you learned, is there something they missed? What else do people want to know? How can you make it better?
What is it about the top content that helped it beat everyone else?
Compare and contrast what content is at the top and what content didn’t make the cut. What did the top content do differently than the content that didn’t rise to the top?
There’s no room for lazy. You need to do the work when it comes to defining what quality actually means for each individual piece of content.
Then write and/or record the best possible content. Make it so good that whoever saw it feels they don’t need to keep searching for more answers because you answered everything.
Your content is the end destination, not a pit stop.
If this email was helpful, I’d love if you’d share it along with your favorite of the 3 lessons! 😀