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5 Ways You May Be Underutilising Content & Losing Conversions

While content marketing is all the rage in this day and age, it can be difficult and expensive to produce in the long run. Marketers need to be confident of their returns and that can be an agonising test of luck without certain procedures to fall back on.

If you’re struggling to get the most out of your content and you’re wondering why you aren’t getting more views, here are 5 reasons why you might underutilising your content.

You’re not timing your posts

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photo by Becosky

If you’ve ever attended a digital marketing seminar, you’ll realise that one of the most frequently asked questions is: “What’s the best time to post web content?”. The answer to that question inevitably ends up being, “It depends”, every time.

Timing your posts is an art. How effective you’ll be depends on the nature of the content, where your consumers spend their time and the channels you go through. These are, of course, highly dependent on your industry and you’ll have to do a lot of testing to get it right.

There are some basic guidelines and Buffer is probably your best option to get started.  Buffer automatically schedules when to post content based on data they have gathered from previous posts. You can check out their free optimal timing tool and it will plot up to 5 optimal points of the day to post your content.

It’s not a guaranteed system, though. You’ll still need to test things out to see if they work. The tool relies on data from your posts, so vary up your schedule and post regularly for more sound suggestions.

You’re writing bad headlines

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photo by m01229

We’re taught never to judge a book by its cover but every smart marketer and advertiser knows that it is rarely the case. There’s just too much going on in our daily lives to take the time to make seemingly trivial decisions like: “Should I read this?”.

Window dressing is essential for your content to fly, even if the text is really good. That means a good cover image which you can learn to acquire here and a solid headline. I’ve written previously about creating headlines and you can check out the step-by-step guide here.

But the really short version is that your headline shouldn’t just be a distillation of your idea, but also involve emotions and speak on a personal level to your target consumer.

You’re not re-posting your content

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photo by Eric

If your content is valuable, it deserves to be seen again. Many content producers fall short on the step of reusing their content. Just like the oil Mcdonalds uses to fry their fries, good ‘evergreen’ content isn’t only good for one use. Many people are wary about double posting content, but it really isn’t that much of an issue as long as you space things out far enough.

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A great example of this would be The Hustle Magazine’s Facebook page. The Hustle Magazine is an e-publication providing news and interesting articles for startups and entrepreneurs. Almost all their articles go up on Facebook as soon as they are posted, but they also repeat good stories every couple of days.

But it should be noted that The Hustle produces plenty of content on a daily basis. They get away with a short time frame because their feed is flooded, and content that is reposted seems less repetitive.

Re-posting evergreen content also means your new subscribers and fans will get a taste of content they’ve never had before. It might be a good idea to repost after an aggressive unrelated marketing campaign or even in particularly slow periods.

You could also use this opportunity to perform some A/B testing, such as alternating your cover image or your headline to see which receives more hits. The danger of this is that you may annoy the group of readers who had previously viewed it. But everyone knows that you can’t make an omelette without breaking a few eggs.

If you’re still against the idea of reposting, you can always hyperlink your previous articles that may be related to your new content so that you can get more leverage out of it that way. An example would be my article on headlines which I hyperlinked earlier in the article.

You’re not syndicating content well

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photo by CollegeDegrees360

A common request we get from clients is how to get their articles published on other sites. But before we get to that, you have to understand that there are certain consequences when you do that, particularly to your SEO (search engine optimisation) ranking.


If Google recognises someone else as the original publisher of your content, your website’s SEO could take a hit. This article by Eric Enge goes into greater detail, but you want to make sure where you’re republishing content follows certain guidelines so SEO doesn’t suffer.

The best way to syndicate content is contacting relevant publishers and pitching your story. You’ll have to send a lot of emails and put yourself out there. It can be difficult, but that’s what makes these connections valuable. Make sure your content is solid to boost your chances.

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You can also go the way of discovery platforms like Outbrain and Taboola, which will feature your article on prominent publisher sites that house related content. These tend to have a higher bounce rates though, so you want to make sure the targeting on these campaigns are tight and your call to action is strong.

You’re producing lacklustre content

Content is king as they say, but only high-quality information will earn you the attention that every marketer yearns for.

Good content isn’t just about getting the best SEO scores. It’s also about how much value you are able to provide for the consumers of your content. Finding the right content creators – great storytellers with relevant experiences in particular industries – is crucial in producing authentic and valuable content for your customers.

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If you’re having trouble looking for someone suitable for the task, our content marketing platform Bolt will do that for you. You will even be able to edit and track your writer’s progress, check out the profiles of your content creators before engaging them, and manage all your content projects through a centralised system.

Bolt is a content marketing platform that connects writers to brands looking for quality written content.  For more articles for writers, click here. Or if you’d like to join our database of writers for potential projects, sign up for our beta here.