The #1 Most Overlooked Way to Produce Content Your Audience Actually Cares About

Posted on Posted in Website and Campaign Analytics

Many experts say to “blog about what you’re passionate about”. It’s even gone as far as “turn your lemons into lemonade!” If you know me, you know that I thrive on positive quotes and uplifting messages in my social feeds just as much as the next girl. On the flip-side, I’m also a realist when it comes to business.

If a tree falls in the woods, and no one’s around, does it make a sound? (Or something like that). It’s one of those old sayings…and I say old because I have no idea where it originated from. I like the question because it’s thought provoking and it brings up a good point. If there isn’t anyone around to witness greatness, is it still great? In our world of blogging, does this same idea apply?

Here’s where I’m going with this.

All great bloggers, like you, are following the rules of the road when it comes to creating content for your blog; you’re posting regularly, creating content calendars, inserting attractive images, and you’re sharing your blog posts on all of your social media accounts.

PS>> Take a minute right now and thank yourself for your hard work because as a fellow blogger, I know that writing blog content is not an easy task! (kudos!!!)

You’re blogging your tail off about your passions and you’re spending an abundance amount of time with researching, writing, proofreading the blog post and proofing again, creating graphics, creating social media headlines, and more. The time you’re spending on creating content for your blog adds up. How do you know the time you’re spending is worth it?

Ask yourself this: Can you confidently say your hard work, long hours, and the energy you put into creating a blog post is working?

A lot of people spend their efforts on writing content, yet they’re not clear on a major building block of their business. And that is being informed about their website impact on their business.

When I say “impact” I’m talking about the time you’re contributing to creating content and the return you’re getting in terms of traffic to your website. Your website traffic translates into awareness for your brand and ultimately, sales for your business if you’re selling products.

Make no mistake: Sometimes the efforts can really outweigh the benefits and rewards. When I first started blogging I was pouring a ton of my time into writing blog posts aimed at the people I wanted to attract to my business, and to my surprise they were not interested at all. Yikes, right? (Picture me with a slice of pizza…no… a box of pizza on the sofa eating my way through my sorrows).

It just didn’t feel good. Looking back I wish I would have been informed sooner.

I regained my confidence and made an action plan to course correct. I focused on how I planned my content and editorial calendar by including one major step that I was missing. I took a deep dive into my website analytics. And I was shocked by what I learned. I was missing a huge piece of foresight into the content my target audience was truly interested in.

Here’s the #1 most overlooked way to produce content your audience actually cares about.

I hear over and over that content is the number one driver of high traffic to websites. I don’t disagree. But what I’m not hearing about are the strategies to creating the content that is going to drive high traffic to my website.

As online communicators we like to say “start with your audience and objectives.” Which makes sense right? What if you already know who your audience is and your objectives? Then start with your website analytics because content planning doesn’t stop at knowing what types of content your audience wants to read. But what content they’re already reading. You have website visitors and that means you have people who are already interacting and engaging with the content you’ve already created. When you have your website setup correctly, you should have an active analytics account behind it.

Here’s my preferred analytics platform – Google Analytics; a free service that allows you to create custom reports and dashboards that provide instant access to your website performance. Sounds pretty great, right?

Having the knowledge of your website analytics gives you an advantage and it’s the most overlooked asset when it comes to producing content your audience actually cares about. There’s plenty of tracking options available within Google Analytics, so I’ve done some work for you to help minimize the overwhelming feeling when you’re first getting started.

When is the last time you viewed your website analytics? (please say this week…) Do you have analytics dashboards created? If not, start with my Website Metrics 101 blog post and learn what metrics you should be tracking, plus get the link to see your website through the eyes of Google.

Uncover these 5 website analytics before you create your next content calendar:

1. Understand the channels that are driving the most traffic to your website and which content is performing the best on which channels

2. Identify the top websites that are referring visitors to your content

3. Know which blog content is resonating the most with your readers

4. View your website landing page and the blog posts that have your visitors leaving your website

5. Track your website visitors and their behaviors while they’re on your website in real-time

Key Takeaway: When you are informed about how your website or blog is performing, the more you’ll learn about your audience and what they prefer. In turn, you can create more of the content your audience is engaging with and spend less time and energy on the content that is important to you, yet not so important to your audience.

And your fastest way of getting there is with Google Analytics.

If you’re overwhelmed by the terminology and abundance of metrics available within Google Analytics, then take a look at this blog post I wrote recently about Website Metrics You Should Be Tracking. I categorize metrics using Google Analytics’ terms to make it easier for you to make the connection and take action on your own to course correct your website.