Diversify Your Content Strategy — Whiteboard Friday
Summary
When it comes to our audience, I think we know what they want, but we dont know how they want it, and I genuinely think that the internet is in a position now where hit and hope with just purely written content doesnt work anymore. The better version would be looking at UA, universal analytics or multi-channel funnels, understanding what performs well, and creating more content of that based on where your audience is in the purchase journey. Then the advanced version would be looking into GA4, splitting out your top five markets as Ive put there, understanding how they perform with a data-driven attribution model, and creating the right content for the audience at the right time, the Holy Grail of what we are trying to achieve here. Example 2 would be the opposite, where you know your audience will scroll quite a lot, but you know that they wont watch the videos that you put on the page. Utilize this information, find out which one of the four you sit in, and use that to create your content strategy in a more diverse way by including audio, snippets, video teases of varying different formats, and I guarantee youll be onto a winner and have more success with your content strategies moving forward.