By Stephanie Wells, founder of Formidable Forms

As we enter 2020, businesses are gearing up for the new year. That means it’s time to evaluate strategies, keep what works and change what doesn’t.

For content marketing, it’s especially important to check in periodically to ensure it’s performing well with your target audience. If there’s anything that’s going to organically drive traffic to your website, it’s content. When it offers value and is written for the correct audience, it generates leads, sales and much more. 

Your content is a vital part of your business success, and if it doesn’t live up to users’ standards, you won’t see the results you’re hoping for.

So, if your business is looking to revamp its content marketing strategy this year, here are a few resolutions to consider.

Refine your content strategy.

If your content isn’t bringing you the results you hoped for, then it’s time to reevaluate your strategy. It’s what takes your process from point A to point B. If you fail to create a solid content marketing strategy, you’ll also fail to drive traffic to your website, generate leads, grow your email list and more. 

Track your website’s analytics to see what content boosts engagement and what content drives users away. Pay attention to the following metrics:

  • Session length.
  • Number of unique visitors.
  • Number of returning visitors.
  • Top organic keywords.

When you know what you need to improve, it’s easier to create a content marketing strategy that’s well suited to your business. It’s also easier to set goals. Without documented goals, it’s easy to lose sight of where your content is headed and what the next step is. Goals are essential for any business to prosper, especially in terms of content.

Create a content calendar to stay on track to achieving your goals and sticking to the strategy. When you have something to look at, it’s easier to plan your strategy out realistically. You can give yourself and your team enough time to create a plan that makes sense for your brand.

Pin down your target audience.

You wouldn’t set content marketing resolutions if you didn’t expect to encounter problems with the results. Something marketers must consider when creating content is the audience they’re writing for. It’s impossible to keep your readers interested when you don’t know what they want or need. 

Get to know your audience better by creating buyer personas that outline the important details, such as location, age, income, buying behaviors, pain points and more. Customer personas are crucial for any brand to develop because they tell you what will keep your audience coming back. 

If your content struggles to engage your visitors, then get to know them better. Have them fill out a customer feedback form or survey about their experience with your brand and its content. Ask them where you could improve and what would entice them to continue engaging on your website.

Spice up your content.

Perhaps the reason your content marketing efforts go unnoticed is that it isn’t up to standard. Whether it’s the way it’s written or its lack of varying mediums, your audience notices the little details. They know right away when they’re engaging with content that doesn’t interest them.

So, it’s important to refine your content by including various mediums. People don’t want to only engage with text. They also expect visual content that will pique their interest and keep them scrolling on your website. You want them to spend time browsing your content as long as you can. The more invested they are in your brand, the further down the sales funnel they’ll go.

It’s no secret that video marketing is popular among viewers and drives positive results for businesses both big and small. By 2022, video will represent more than 80 percent of all internet traffic, according to Cisco forecasting. When walls of text can’t keep readers on the page, videos will. Along with video, images play a huge part in improving your content strategy and garnering more visitors. 

It’s important to set actionable goals for next year’s content marketing strategy so your business is on top of its game and gets closer to positive results. That means understanding who you’re writing for, including different mediums and creating an overall better strategy.

How will you improve your content in 2020?

Stephanie Wells is the founder of Formidable Forms, a drag & drop form builder for WordPress that empowers freelancers to create form-based solutions.