Ideally, content marketing is a strategy of steady, measurable growth over an extended period of time, netting you higher and higher returns with no limit as you develop it over the course of years. Unfortunately, we don't live in an ideal world.
Instead of seeing constantly higher returns, most businesses eventually run into a wall. Their traffic numbers start to stagnate, their social media followers come to a halt, and engagement and readership might even settle into a decline. You haven't lost substantial ground--so you know you haven't made an egregious error--but you're in a rough patch with low growth.
What do you do in such a situation?
You have a number of different options, all of which can propel you out of this slump.
Invest More
This first option is predicated on a key assumption: your content is already good. If your content is currently effective, that is to say, your readers engage with it and share it, but is not accelerating your growth, a shortage of that content could be the reason. However, if there's currently a problem with your content (which most of these other strategies can address), investing more is not the best solution.
Let's assume your content is working, and growth is still a problem. This is the blunt-force approach to sparking new results. If you currently produce one article a week, scale up to three or four; it really could be that simple. More new content means more eyes, more momentum, and more potential real estate for search engines to index; however, be cautious not to sacrifice quality for this quantity. Quality needs to remain your top priority.
Vary Your Format
If you're used to only one format of post, try varying it up. Your current customers will appreciate the switch-up, and you'll simultaneously attract new customers to your blog. For example, let's say you're used to writing short-from listicles, of less than 1,000 words, that either aggregate previously known information or assert your views in a particular subject. These can be effective, but if they're the only type of posts you do, you're stifling your own potential.
Change to something different, such as 1,500 word-plus essays, or extended opinions about an emerging trend in your industry. You could also vary your format by structuring your posts in a different way, or even by introducing new subjects and authors to your lineup.
Include More Mediums
People get tired of written content. It's important, because it provides text for search engines to crawl and index, but it's not the only medium your users want. Consider injecting some new media into your campaign, such as images or videos. Visual formats tend to carry much higher engagement rates, so you'll see your readers participating more actively with your material and simultaneously add more flavor to your lineup.
If you're intimidated by this notion, don't be. Visual mediums have a reputation of being exceptionally difficult or expensive, but they don't have to be. For example, you can use meme images to spice up an otherwise written article, or simply speak in front of a camera to make a quick video.
Target a New Niche
If your current audience isn't giving you the numbers or attention you need, try targeting a slightly different niche. You'll instantly open your brand to a new audience segment and give yourself more potential topics to explore (which is important if you feel your content is getting stale). The hardest part here is finding a new niche to target; if you're stuck on one demographic, it may be hard to come up with an alternative. Start by looking at your competitors, and do some market research to see what other areas there are for development in your industry.
Pursue a New Publication
You can also get new eyes on your material if you simply publish on a new external channel. Guest posts are a great way to earn new inbound links, but if you find a publication with a large enough audience and high enough authority, you stand to benefit even more from the potential new readers directly. Start by looking within your industry; check out major forums, industry news sites, and influencer blogs in your area. Once you've tapped those sources, try looking at higher-level planes, such as national publishers and news networks. It may be hard to break in, but it's well worth the effort.
Escalate Your Syndication Efforts
If you've adopted one or more of the above strategies, or if you're absolutely confident your content has the potential necessary to receive more attention, you can improve your reach by stepping up your syndication efforts. First, start incorporating new channels, such as new social media platforms, social bookmarking sites, or other distribution networks. Then, scale up your syndication frequency--post not only your latest material, but dig into the archives and re-publish older pieces with new updates. You can even start engaging with individuals more to attract more people to your audience.
Try one or more of these strategies to work your way out of this content plateau; you don't have to settle for any one of them. Your budget, goals, and personal interests might gravitate you toward one or another, but the most effective way to use these strategies is to use them in combination with each other. Stay focused on your main priorities, and keep moving forward.
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Instead of seeing constantly higher returns, most businesses eventually run into a wall. Their traffic numbers start to stagnate, their social media followers come to a halt, and engagement and readership might even settle into a decline. You haven't lost substantial ground--so you know you haven't made an egregious error--but you're in a rough patch with low growth.
What do you do in such a situation?
You have a number of different options, all of which can propel you out of this slump.
Invest More
This first option is predicated on a key assumption: your content is already good. If your content is currently effective, that is to say, your readers engage with it and share it, but is not accelerating your growth, a shortage of that content could be the reason. However, if there's currently a problem with your content (which most of these other strategies can address), investing more is not the best solution.
Let's assume your content is working, and growth is still a problem. This is the blunt-force approach to sparking new results. If you currently produce one article a week, scale up to three or four; it really could be that simple. More new content means more eyes, more momentum, and more potential real estate for search engines to index; however, be cautious not to sacrifice quality for this quantity. Quality needs to remain your top priority.
Vary Your Format
If you're used to only one format of post, try varying it up. Your current customers will appreciate the switch-up, and you'll simultaneously attract new customers to your blog. For example, let's say you're used to writing short-from listicles, of less than 1,000 words, that either aggregate previously known information or assert your views in a particular subject. These can be effective, but if they're the only type of posts you do, you're stifling your own potential.
Change to something different, such as 1,500 word-plus essays, or extended opinions about an emerging trend in your industry. You could also vary your format by structuring your posts in a different way, or even by introducing new subjects and authors to your lineup.
Include More Mediums
People get tired of written content. It's important, because it provides text for search engines to crawl and index, but it's not the only medium your users want. Consider injecting some new media into your campaign, such as images or videos. Visual formats tend to carry much higher engagement rates, so you'll see your readers participating more actively with your material and simultaneously add more flavor to your lineup.
If you're intimidated by this notion, don't be. Visual mediums have a reputation of being exceptionally difficult or expensive, but they don't have to be. For example, you can use meme images to spice up an otherwise written article, or simply speak in front of a camera to make a quick video.
Target a New Niche
If your current audience isn't giving you the numbers or attention you need, try targeting a slightly different niche. You'll instantly open your brand to a new audience segment and give yourself more potential topics to explore (which is important if you feel your content is getting stale). The hardest part here is finding a new niche to target; if you're stuck on one demographic, it may be hard to come up with an alternative. Start by looking at your competitors, and do some market research to see what other areas there are for development in your industry.
Pursue a New Publication
You can also get new eyes on your material if you simply publish on a new external channel. Guest posts are a great way to earn new inbound links, but if you find a publication with a large enough audience and high enough authority, you stand to benefit even more from the potential new readers directly. Start by looking within your industry; check out major forums, industry news sites, and influencer blogs in your area. Once you've tapped those sources, try looking at higher-level planes, such as national publishers and news networks. It may be hard to break in, but it's well worth the effort.
Escalate Your Syndication Efforts
If you've adopted one or more of the above strategies, or if you're absolutely confident your content has the potential necessary to receive more attention, you can improve your reach by stepping up your syndication efforts. First, start incorporating new channels, such as new social media platforms, social bookmarking sites, or other distribution networks. Then, scale up your syndication frequency--post not only your latest material, but dig into the archives and re-publish older pieces with new updates. You can even start engaging with individuals more to attract more people to your audience.
Try one or more of these strategies to work your way out of this content plateau; you don't have to settle for any one of them. Your budget, goals, and personal interests might gravitate you toward one or another, but the most effective way to use these strategies is to use them in combination with each other. Stay focused on your main priorities, and keep moving forward.
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