What to Do If Your Content Campaign Fails
If you’ve ever launched content campaigns, chances are you remember the ones that performed admirably with fond memories. But what about the content campaigns that didn’t go so well?
No matter how hard a digital marketer might try, there’s a possibility that certain content campaigns won’t achieve favourable link numbers or impress audiences and stakeholders.
That’s why it helps to know what to do when website content fails. Here’s a few tips and tricks to get any campaign back on track.
Rethink your outreach approach
The start of any good content campaign involves reaching out to the right journalists and publications. This doesn’t necessarily mean contacting the biggest media outlets in the country though; more the industry blogs and niche websites that your audience are actually interested in.
Another mistake several digital marketers make is adopting a quantity over quality approach. Prospecting and media lists with hundreds of contacts will end up going nowhere. Instead, your focus should be on journalists and publications you know by name.
Turn your story into a statement
What is your campaign about? What is the hook that will get people interested in it? Try to squeeze your story down into a single statement, as this is the core idea you’ll need to sell to your outreach contacts.
Also, don’t be afraid to ask for feedback on what you could change. If only one minor detail needs an update, it will be worth it in the long run.
Package everything together
If a media outlet is to pick up your campaign and publish something about it, the last thing they’ll want is to chase you for assets or resources. Therefore, it makes perfect sense to bundle everything up into a neat package including:
- Third-party opinion – Although it’s important to promote your brand with a content campaign, you’ll also need to emphasise the facts or stats that back it up. An impartial expert can help with this.
- Methodology statement – It’s imperative that your data and methodology are watertight. So, prepare a methodology statement as well as a spreadsheet of data for everyone to access easily.
- Press release – A well-written press release or piece of supporting copy is what journalists will use to create their own content with, so make sure it’s up to scratch.
- Graphics and images – Not only are visual elements crucial to the success of content, media outlets will want the convenience of graphics and images that are immediately to hand.
Get the timing right
Do your research and find out whether there are any particular days or events when your campaign would perform particularly well. The same can be said for occasions when it won’t generate traction. Options include:
- Awareness days – Whether its a pet store capitalising on National Dog Day or a publishing house raising the profile of Read a Book Day, awareness days can do wonders for content campaigns.
- World events – The key here is to exercise restraint with world events that have received lots of coverage, as the press will be oversaturated.
- Seasonality – Christmas, Easter, Mother’s Day, Valentine’s Day…the possibilities are endless.
- Holidays – Along with half-term and the summer holidays, this could also include bank holidays. If other content creators are taking a break, you’ll have the opportunity to capitalise.