'content marketing' written out on a notebook

If you’re struggling to find content marketing success, don’t scrap your strategy just yet.

As healthcare marketers, we’ve got a lot on our plate. With everything we have to tackle — social media, blogs, SEO, video — it’s easy to get caught up in the day-to-day tasks. Sometimes, your strategy can fall to the bottom of that to-do list.

So, when it comes time to tackle strategy, don’t panic. It may not be as arduous of a task as you anticipated. In fact, you may just need to take a step back, re-assess and make a few small pivots. Here are a few things to look out for:

1. You’re not prioritizing

As the Content Marketing Institute (CMI) points out, content marketing success comes when you define your priorities and align content with your organization’s overall goals. This CMI blog post written by AtTask’s Marcus Varner outlines some of the dos and don’ts of determining the importance of projects and tasks. For example, content priority shouldn’t be based on how fun a project sounds, who requested it, or how detailed the request is. Instead, projects should be prioritized based on your organization’s objectives.

Determining goals of content is one of the first steps of a content development plan, so it is important to establish your organization’s objectives early on. Know the information you want to share, the message you hope to communicate, and who you want to hear your message. If a project request doesn’t fit into these goals, move it to the bottom of your list.

2. You’re not organized

Once you have your priorities straight, you need to be able to organize content creation in a way that maximizes workflow. Creating an editorial calendar is a good first step. Editorial calendars can help you keep track of the content you’re working on and what goals or priority areas you have already covered. They also allow you to manage deadlines, assign tasks across a team, and lay out a distribution strategy. Essentially, the editorial calendar provides the ”who, what, where, when, why, and how” of your content strategy.

>> Related: 5 more tips for a successful editorial calendar

In addition to an editorial calendar, consider setting up a system for employees and stakeholders to submit project ideas and requests. In his CMI blog post, Varner recommends using ticketing systems, a single email inbox, or a Google form that can populate a spreadsheet. These tools can help you manage your team’s workload while organizing and prioritizing your content.

3. You’re not measuring

If you want your content strategy to succeed, you need to know whether your content is effective. Whether it’s a blog post, video, white paper, Tweet or Facebook post, you should be measuring all content performance and comparing that to the resources you’ve put in to creating it. The metrics you track will depend on the type of content, but can include stats like:

  • Sessions
  • Unique visitors
  • New website visitors
  • Bounce rate (whether a user enters and exits on the same page)
  • Time spent on page
  • New leads touched or generated
  • Email newsletter opens
  • Email subscriptions
  • Social media shares
  • Comments

Check out this infographic from Curata for more ideas on content marketing metrics.

The bottom line: If a piece of content isn’t giving you a solid return on investment, it’s time to try something new. This doesn’t always mean you need to go back to the drawing board, but it might mean you need to rework your content to share your message successfully.

Remember to keep your content successes and failures in mind when future project requests come through; not everyone at your organization is a content expert. If it’s a type of content that doesn’t drive success, intervene early and make recommendations using performance reports from past projects.

What other pitfalls should content marketers avoid? Share your suggestions with us on Facebook, Twitter or LinkedIn.

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