It’s not hard to find statistics online that will tell you whether your content engagement levels are successful or not. But what do you do when your audience engagement was going great and then one day your stats take a down-turn or worse… flatline?
- social media audience engagement goes down
- your free resources are no longer increasing in downloads
- and your blog content isn’t attracting traffic anymore
What do you do? How do you fix content fatigue? Where do you start?
Algorithms can only be blamed for some of the decrease in engagement. The other culprit in this natural attrition is content fatigue. This is when your audience literally just gets tired of seeing your stuff.
Sounds a little harsh? Of course!
I challenge you, however.
Can you tell me the last time you reviewed how and what content you are sharing and where?
Consumer trends change all the time and the speed of those changes grows rapidly. New content delivery platforms are coming out all the time and the attention span of people is decreasing. New things only last until something better comes along.
For any business to thrive, or even survive online, regular content strategy reviews are an absolute must.
If you don’t have a content strategy yet, you might want to read my article on what content strategy is and why you need it. If you do have a strategy, let’s investigate where to look so that you can conquer your audience’s content fatigue and put your business back into the engagement zone!
I give you five aspects of content strategy and management you should review on a regular basis to ensure that you stay on top of your audience engagement and use it to achieve your business objectives.
5 aspects of your Content Strategy that need regular reviews to avoid Content Fatigue
1) Does the frequency with which you reach out to your audience reflect their needs?
If you have a mailing list of busy professionals how often are you contacting them?
I guarantee that if you bombard them with emails several times a week, you will have a high number of unsubscribes. Your communications will end up in spam folders, and your brand trust may be affected.
If you only email once every six months with a hard sell, chances are your audience has forgotten you and will delete your email for the lack of relationship nurturing.
Finding the right balance for your audience is critical.
2) Does your content quality appeal to your audience?
If you’re not getting views on your videos or hits on your blogs it might be because you’re not meeting the quality that your audience is expecting from you. Check if your video and audio quality is at least reasonable and doesn’t hinder the enjoyment of your content.
Even blogs that are hard to read because of poor choices for background and fonts will decrease your audience engagement. People get tired of having to put up with poor design, low quality presentation and will abandon attempts at consuming your content.
3) Is your content still delivering value to your audience?
If you have a 90 minute webinar that consists of you talking about yourself for 15 minutes and then a sales spiel that goes on for 45, that leaves about 30 minutes of actual value delivery. That is not valuable content for your audience.
Free resources that deliver a taste of what you can do for your audience is still a fantastic way to get new clients and nurture your existing ones. If your freebie offer is relevant, it will bring in a steady flow of new people to your mailing list.
If there is no flow of new leads coming into your mailing list, you will be flogging your stuff continuously to the same people. The same people who have either already bought, or who are not interested. This is a primary cause of content fatigue.
Expecting your audience to download a new free resource or buy from you every week might just get you removed from their inbox too.
4) Is the way you still deliver your content still relevant to your audience?
Your audience will mature with you and your business, and consumer patterns will inevitably change. The more adaptable your content strategy is, the more likely you will succeed in not only following your audience but even predicting the next trend.
Your audience will always consume their content on various types of media. This is why it’s always a good idea to check your audience insights to see their behaviour trends.
5) Does the platform you deliver your content on cater to your audience’s needs?
If your audience are corporate professionals, chances are you will have a better reach on a platform like LinkedIn than Tumblr. If you’re target audience is people looking for how-to information, they will probably be searching on YouTube.
Knowing what online media platform your audience prefers to frequent and use will maximise your reach. It will also give you the opportunity to utilise the tools, integrations and content delivery power of that specific platform. The creators of those platforms actually count on that and that drives their own continuous improvements.
Reviewing your audience preferences will ensure that not only your content stays relevant but also that your audience will find it enjoyable. This encourages them to stay connected with you.
Yearly or half-yearly reviews of your content strategy will ensure business objectives are met and that you enjoy continuous success.