This content mistake will REALLY damage your ROI.

There’s nothing worse than posting a piece of content that you’ve been really excited about, only for it to sink. It feels like it takes your spirits with it! It’s one of the top problems that I help with in my £99 Power Hour sessions. Why didn’t it work? People post, they follow all the guidelines, they await the stampede of customers… and nothing.

One of the top mistakes that they are making is something we all learned in the beginning; but that’s very easy to forget..

What’s your content’s purpose?

Please don’t say, “I needed to post something”. And ideally don’t say “brand awareness”, either!

Everything that you post should have a purpose. It should be designed to do something, to move people who read it towards something.

The most common content purposes are;

  • To build connections and relationships

  • To engage existing prospects

  • To make sales

Each one of those will have nuances in who you’re talking to, how you’re talking, what your CTA is.

Let’s look at this blog as an example. Usually, my blogs build new relationships (by introducing new people to me), and engage my current prospects. They are generally aimed at business owners who want to grow faster, and use content more efficiently. A good percentage of people who read my blogs will then sign up to my free challenge, which is another place that I can add awesome value, and make people trust me.

For this to work, my content needs to be relevant to that audience, and also to my challenge. I don’t link to my challenge on my travel blogs, for example - there’s no link, really, and it won’t be relevant to a lot of my readers. Here, most of my readers do want to improve their content, and I’ve ran some amazing challenges and met some great business friends through them - the audience matches perfectly.

Audit yourself.

Think up the last five things that you posted. They could be social posts, emails, pins, blogs, anything. Can you easily and honestly answer these questions?

  1. What was its purpose? To build relationships? To engage prospects? To make sales?

  2. Who was it talking to?

  3. Was it specific to that audience, or generic to a lot of people?

  4. Was it relevant to your audience, and the next step that you’d like those people to take?

  5. Is it moving your dream customer towards the next step of buying from you?

If your content has been posted for long enough, you can also look at the stats and see if it is generating clicks, shares, comments, sales.

Don’t worry if you don’t pass the test. Most people don’t! Just keep it in mind when you’re next planning out content. It’ll make your content so much better, in all senses.

Katy Blake