What Can Be Learned from Content that Did Not Meet Expectations?

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    Marketer Focus

    What Can Be Learned from Content that Did Not Meet Expectations?

    In the ever-evolving landscape of content creation, even seasoned professionals face surprises. We've gathered insights from six experts, including chief marketing officers and CEOs, revealing lessons learned from content that missed the mark. From understanding your audience's interests to crafting compelling, clear messaging, discover the valuable takeaways these leaders gained from unexpected outcomes.

    • Know Your Audience's Interests
    • Align Content with Audience Needs
    • Focus on Actionable Insights
    • Prioritize Originality and Depth
    • Incorporate Emotional Storytelling
    • Craft Compelling, Clear Messaging

    Know Your Audience's Interests

    Once, I poured my heart into a blog that I thought our audience would relate to deeply. It was about the transformative power of solo travel, packed with insights, tips, and personal revelations. Surprisingly, it barely made any effect. This experience was a stark reminder of how important knowing your audience is.

    I learned that timing and relevance are everything. The piece was published when group travel trends were peaking, making solo travel less appealing. It taught me to align content not just with passion but with audience interest and market trends as well.

    From this, I took away the importance of flexibility and adaptability in content creation. It’s crucial to listen to your audience's current needs and preferences, ensuring your content remains relevant and engaging.

    Swena Kalra
    Swena KalraChief Marketing Officer, Scott & Yanling Media Inc.

    Align Content with Audience Needs

    At Digital Web Solutions, where we merge digital marketing, business, and AI, we once embarked on an ambitious project to create an extensive guide on 'The Future of AI in Digital Marketing.' Expecting it to be a cornerstone content piece, we invested considerable resources. Surprisingly, it didn't resonate as anticipated. The lesson was clear and profound: our audience sought practical, actionable insights rather than futuristic speculations. This experience taught us the importance of aligning content not just with our expertise and vision but with our audience's immediate needs and curiosities.

    The pivotal takeaway from this was the concept of 'audience alignment.' It wasn't enough to showcase our knowledge and foresight; we needed to ensure that our content directly addressed our audience's current challenges and questions. We learned to engage more deeply with our community, solicit feedback, understand their pain points, and guide our content strategy. This shift improved our content's performance and deepened our connection with our audience, making our content more relevant, valuable, and impactful.

    Vaibhav Kakkar
    Vaibhav KakkarCEO, Digital Web Solutions

    Focus on Actionable Insights

    One piece of content that didn't perform as expected was a blog post we wrote about the latest software development trends. We thought it would attract a lot of attention, but it ended up getting very few views. From this experience, we learned that our audience is more interested in practical tips and case studies rather than general industry trends. Moving forward, we focused on creating content that provides actionable insights and real-world examples to better engage our audience.

    Alex Stasiak
    Alex StasiakCEO & Founder, Startup House

    Prioritize Originality and Depth

    In January, we published a blog on 'How to Celebrate Holi,' which we prepared with thorough research and quality writing, but it still lacked a compelling angle. After analysis, it came to us that it was too generic and didn't offer unique insights for readers. The lesson we learned is that originality and depth are essential; instead of generic tips, you have to focus on niche-specific strategies with personalized stories. With this flop, I've started giving priority to substance rather than surface-level advice, allowing content to resonate with the audience's real needs and challenges.

    Faizan Khan
    Faizan KhanPublic Relations and Content Marketing Specialist, Ubuy Australia

    Incorporate Emotional Storytelling

    One piece of content that didn't quite meet our expectations was a video tour of a luxury condo unit in downtown Montreal. We had invested a significant amount of time and resources into producing high-quality visuals and captivating narration to showcase the property's unique features. However, despite our efforts, the video didn't generate as much engagement and interest as we had hoped for.

    Upon reflection, we realized that while the video was aesthetically pleasing, it lacked a personal touch. Viewers couldn't connect emotionally with the space because they didn't have a sense of the lifestyle it could offer them. As a result, we learned the importance of storytelling in our content creation efforts.

    Moving forward, we focused on creating content that not only showcased the physical attributes of the properties but also highlighted the experiences and emotions associated with living in them. We incorporated testimonials from satisfied clients, anecdotes about the neighborhood's vibrant culture, and insights into the lifestyle potential of each property. By adding a human element to our content, we were able to better resonate with our audience and drive engagement.

    Samantha Odo
    Samantha OdoReal Estate Sales Representative & Montreal Division Manager, Precondo

    Craft Compelling, Clear Messaging

    One piece of content that didn't perform as expected was a product-demonstration video that lacked clear messaging and failed to resonate with our target audience. From this experience, I learned the importance of thorough audience research and crafting compelling, concise messaging that addresses their pain points directly. Subsequent content efforts focused on customer-centric messaging, resulting in improved engagement and conversions.

    Madison T
    Madison TEcommerce Manager, My Supplement Store