In order to build a lasting strategy alongside a methodology that provides you with results, you will have to get down and dirty and start analysing where you went right and where you went wrong. Through analysing both key factors it is possible to arm yourself to better seek information that enhances or provides solution to your successes and failures.
Analyzing blogging content and its effectiveness
Isolating content that does work
The obvious thing to do here is segregate the articles that do the best. You have to be aware of how they have performed before you can do this so you have to employ some form of analytical measuring, whether that be from Google Analytics, Clicky or another metric analysis tool.
What criteria are important to you?
This will depend on what your goal is.
- If your goal is to simply illicit views; page views and visitors will be important to you.
- If the goal is centred on social signs; comments and shares are the important measure.
- If the goal is conversions (content leading to sales), the conversion goal is important (this target has to be setup specifically).
Often these goals overlap and become inseparable but on occasions you may only need one or two of these aspects to succeed.
Some form of spreadsheet is a good way to keep track with your experimentation to see what works out best.
Isolating content that doesn’t work
Working out what didn’t work is more complex than working out what did. Often it is difficult to ascertain the precise element of your post that didn’t work.
Normally, starting with the simple things is the best way to begin.
Theme and trend
Often the theme you might have thought was a good idea to talk about was actually a bit of a stinker. People are turned off this content like running from a skunk. Sometimes to counter this problem, you may need to broach the issue from a lateral perspective (an alternative direction).
Trend also plays a part in how popular your post might be. Trends have a half life, some short, some long. Some trends stay burning for ever. Research is important to coincide with trends. The hash tags you might be using are crucial to your exposure in some social media outlets so be mindful of what’s going on or what’s not.
Title is important. Write a bland, uninformative title and you’ll be lost in the wash with all the other sea creatures. Title plays deeply into what the summary of the post is going to be about. People shape a view of what they expect from this first port. If you have not done well, it is most likely because you failed at the first hurdle.
I mention it quite often but images are processed quicker than textual information in the visual cortex of the brain. Your big image might convince people where your average title may not. It’s important to have something that matches the tone of your article.
This is important, weighting and breaking up your content in a readable way makes people happy. You should think about shorter sentences, less lay terms, more bullet points, lists and blank space. Being presented with big blocks of text often presents a challenge to any reader. Help them out.
Search optimisation criteria used (Tags and Categorisation also)
Often if you’ve set your SEO keyword/keyphrase with an ambiguous, unpopular or rarely searched set of words you are going to have problems. If you try with an over popular keyword/phrase you may have further problems too.
Time of day shared
This is important in that your core audience may linger for posts at a certain time of the day. If you are geo-targeting your work, you should aim to publish it in the following time windows: 9am, 12am, 3pm, 6pm
If you are publishing something for an American audience but live outside the timezone you should post it at a suitable time near their peak.
Scope/Reach of the place you shared the post
If you publicised something in a small pool it will naturally have less reach than if you put it in a big pool. Say if you have an audience of 30,000 in one area and an audience of 3,000, you may only get 1-5% of the audience.
The sting in the tail
There is one….
Not to discount all of what I’ve just written but there is an issue in analysing data when you are not in full knowledge of the influencing factors. You could be making very arbitrary judgements on the critique of your own work without being in full possession of all the facts.
This is partly why analytic tools are popular. They give you more information on the “who is visiting” and “where they came from” and “what they are looking at”.
You have to ask yourself a “So What?” question. What is all this data telling you?