Say Goodbye to Content That Isn’t Working For You
Our previous post, Dig Into Data To Maximize Content Impact, took a look at how and why content marketers should check in on the effectiveness of their content from time to time by examining data analytics to see which pieces of content drive conversions and, as a result, profits.
Towards the end of the piece, we acknowledged that this kind of ROI analysis might mean saying goodbye to content that you were really invested in and that doing so can be very difficult (to be fair, it can also be incredibly easy. It depends on how much you enjoyed creating the content.)
If you’re having trouble letting go of a content channel for emotional reasons, remember that everything changes. This is true whether you want it to happen or not. There have undoubtedly been times that you’ve had to adapt the business to changes demanded by the industry or by your customers. Content marketing is no different. What may have worked for you in the past, might not work any longer and that’s okay.
The whole point of using data to guide content marketing decisions is to find out what is working for you and what isn’t and then to use that data to make decisions that make the most business sense. So if something isn’t working for the business, it is perfectly alright to set it aside and move on – and now you’ve even got the data to justify your decision!
Navigating The Emotions Of Content Marketing
What really hurts is when you have to do this to your favorite projects. We all have them – something that we’re enormously proud of, only to find out, ehhh….it wasn’t received so well or didn’t really help the bottom line all that much. That’s why we suggest using analytics to guide content marketing decisions. When you’re dealing with a creative output like content creation, there’s an emotional investment that is hard to get around and that emotional attachment could be costing you. Literally.
Do you always have to give up unprofitable, but enjoyable, projects or activities? No. Of course not. If you enjoy creating certain pieces of content and you have the time and resources to keep doing so, go for it! There is absolutely no harm in maximizing your reach through diverse channels.
But if push comes to shove and you have to choose where to devote your resources, I hope you’re savvy enough to know that those resources should go towards efforts that boost your bottom line.
When you prioritize your content in this manner, there’s a good chance you’ll actually feel relieved after your initial period of mourning. That little niggling voice in the back of your mind that says, “This is a waste of time” will be silenced and the harried part of you that thinks, “I don’t have time to do all of this!” will feel relief too, because by selectively choosing which content channels to pursue, content creation is streamlined for maximum effectiveness. Even better, the decision is fully backed by data that you can point to and say, “This is why we’re doing what we’re doing.”
So embrace the change, tell yourself it’s all for the best, and know that in the future the situation will probably change again – and you’ll be ready for it.
Do you use data to drive content decisions? Have you noticed a change in how you feel about your content marketing efforts as a result?