When I started this site last year I went into it with a very firm content strategy. In brief this was to; Blog 2 twice per week on the topic of social media, distribute the content on twitter and actively participate in the twitter community by having conversations. I think I did an okay job of this up until the Christmas holidays then I stopped. The reasons for this were:
- I got busy in the new year and did not prioritize well enough.
- I felt “vanilla”. I felt my blog posts were being lost in a sea of equally vanilla content. All nice and mostly well intended but lost in a tidal wave of very similar content.
- The ability to get access to some great content that I would not be able to get to otherwise and learn a thing or two is one of the things I have grown to like about twitter , but again the content around my main area of interest on twitter, social media, kind of felt like it had all been said and done before. I disengaged.
- Using the above the points as an excuse, I took my eye off the ball and frankly got lazy.
Making the best of the bad situation I got myself into, I thought I would use the experience as a learning tool and look at some analytics to see how this has effected me.
- My traffic to my site is down 60%
- The amount of people then contacting me via my Snapengage live chat window (whether it be to simply say thanks for writing a post or to make an inquiry) is down 70%
- I have missed out on 16 blog posts which means I have missed 16 opportunities to write blog posts around 16 niche keywords which could have acted as “gateways” to my site, generated more traffic and more leads.
- I feel disconnected in twitter land and feel like I have neglected some good relationships there.
- My Klout score (which I take with a grain of salt, but is a bit of fun to keep and eye on) has taken a hit.
- I have not gained any twitter followers as I am not engaging with anyone and not contributing to the community as I have not share anyone’s content or produced any unique content of my own.
There is always and upside of course. Now more than ever I appreciate that having a good content strategy is vitally important and committing to being consistent is important. It is the back bone to a good social media strategy and gives you something worthwhile to give to the online community – be it on twitter, Facebook or LinkedIn. Creating good content helps establish credibility and when used well does generate traffic and does generate leads.
For you it may not be a traditional blog, perhaps its a video blog, simple company news, perhaps it’s participating on your feedback or FAQ page. Chances are though if your content is good you have a starting point.
Got any thoughts? Be sure to share them below.