by Tori Rose, Principal, Blue Media Boutique
Your social media content is consumed voluntarily, so it has to be valuable enough to pay attention to. We all have topics we think are important, and it’s pretty typical to want to share them all, but you can’t make your audience consume your content. Here are a few things you can do to make sure your content is meeting the needs of your audience:
- Analytics: What kind of content is your audience already consuming? What pages are being hit? What posts are being read? Take a look at your analytics and let them determine where you should focus future efforts. Note: If you don’t have analytics set up on your website, consider Google Analytics. Google Analytics is the web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.
- Keywords: Now that you have a better sense of what your audience is absorbing on your site, analyze the terms they are using to find your site. If they are searching on a particular service, make sure you have enough content on your site describing that service. If they are searching on a product, consider adding a page about that particular product. It’s possible you are wasting time writing and editing content that no one is reaching. An analysis of these keywords will help guide that effort.
- Site search: If your website has a search engine, it can be the best indicator as to what content your audience needs/wants. You can find out what your visitors search for and which pages they visit as a result. You can also see where they begin their searches, how many pages they visit after searching, and which product groups they are most likely to search.
Keep an eye on what your audience is doing and continue to engage them. If you meet a need, and become a trusted resource, you will begin to build relationships with your audience that will prove invaluable over time.
For more on this topic, check out our presentation: No Cookie-Cutters Allowed: Making Social Media A Driver of Genuine Relationship-Building.