So much has been made about the importance of content that many marketers can often find themselves in the midst of an internal struggle- that of balancing a decent volume of content production with the need to also ensure content is of a good quality. If you’re guilty of steaming ahead with all eyes on quantity simply to ensure you have a constant stream of new blogs, articles and white papers hitting your site or feeding your social media channels, it’s likely that your content quality has taken a bit of a hit.
Balancing quantity and quality is no easy task but, you can make headway by pruning your existing content assets. Asking yourself exactly how relevant each piece of content will bring you closer to ticking off the quality box. It will also eliminate low value and low quality content that could be doing your SEO and audience engagement efforts more harm than good.
Here’s how to check how relevant your content is
Look for bounce rate and time on page data
If, when studying the Analytics data related to a particular page of content, you’re presented with a minimal time on page and a high bounce rate, it’s a good bet that your content is either of a low quality or irrelevant to your target audience. An exodus of visitors from the page after a second or two shows that the content hasn’t hit the spot – the content is either not what they expected to find, doesn’t answer their query or isn’t useful enough. This latter problem is a common theme when you’ve focused on quantity over quality.
Ask yourself if your content is up-to-date
A quick glance at your blog will tell you how up-to-date your content is. While you may be posting consistently on a daily basis, if you’re focusing on older or outdated topics, your content could easily be classed as irrelevant.
No matter your niche, you should be able to see content related to trending and breaking news topics peppered throughout your blog archives. If this isn’t the case, it’s possible you’ve forged ahead with a mass content production schedule without taking the time to stay up-to-date with the latest developments. An easy way to remedy this is to change your content creation process and ensure your editorial calendar allows time and space for industry news and trending topics.
Consider if your content creation process allows for keyword research
Keyword research is something that should be an ongoing part of your marketing efforts but, it’s easily overlooked when creating content. If keyword research isn’t a firm part of your content creation process, your keywords could well be out of tune with what search users are actually tapping in to Google.
A lack of keyword research means you’ll also be missing opportunities to build content around new or breaking search terms, immediately giving a sense of your content being outdates or irrelevant to the on-the-ball visitor.
Look at your content engagement
How you determine whether or not a piece of content is engaging may well change from posts to post – the metrics used to judge engagement may even change from business to business. However you determine engagement, whether that’s through links, social media shares, page visits or time on page, lacklustre metrics are a good indication that your content is falling short of its mark.
Here at Adrac, we know that content creation is an art as well as a science. If you’re struggling to get to grips with good quality content creation or can’t determine why your content isn’t performing as it should, get in touch with us to find out more about our content marketing services.