“Your content is boring.”
Ouch. That must hurt. One of the biggest nightmares marketers and content writers have is being told that their content is boring. In other words, being told that you are boring means that your prospects aren’t very interested in what you have to say.
Don’t get us wrong; content marketing is a great way to drive more traffic to your website and generate leads. According to one study by WeDAM and marketing Winnipeg, businesses that blog consistently generate up to 67% more leads than those who do not. However, although 93% of marketers use content marketing, just 42% of them actually see results.
Why such a big gap?
Creating engaging content that knocks the socks off every reader all the time is impossible. Sure, it would be nice, but it’s not very realistic. So, it’s OK if you are not able to channel your Kurt Vonnegut every time you write a new post.
But, if you are consistently creating uninspiring articles, this will have a negative effect on your business’s success.
So, how can you tell if your audience is bored with your content?
All you have to do is look at your data.
- Your Bounce Rates Are High
There are many reasons why visitors bounce off your site: your navigation is confusing, your web design is ugly, you have annoying pop-ups or your mobile experience is the worst. However, your visitors might be hitting the exit button because they are not that satisfied with your content.
When should you be concerned about people leaving your website? According to one article, if your bounce rate is over 70%, then you should change your content strategy.
- Almost No One Comments on Your Articles
You’ve spent hours creating content that you think it will please your audience. You even asked open-ended questions at the end of your articles hoping to spark a discussion among your reader. In spite of all your efforts, you get little to no reaction.
Many successful content creators encountered this problem in their early days of blogging. Instead of giving content marketing up, they listened to what their audience were interested in and created content that they wanted.
- You Barely Get Any Social Shares
Social shares are a great way to measure the impact of an article. It goes without saying that if you get 300 shares on an article, but only 20 on another blog post, the former is better received by your audience.
While it’s almost impossible to get hundreds of share on every piece of content you create, a constant low number of shares might indicate that your audience is bored. It’s time to step up your game.
- Your Traffic Is Dropping
A steady drop in overall traffic is usually a sign that your audience is losing interest in you. Your content doesn’t captivate them as it used to and they have no reason to come back for more.
If you’re not sure why your traffic is declining, check your Google Analytics stats. If you suspect dull content is the problem, learn what your audience truly wants and start creating content based on their needs.
Although low traffic rates are upsetting, remember that your ultimate goal is to convert readers into qualified leads, not to please every fly-by visitor that happens to land on your page. A website that has just a few thousands of views but many leads is better than one that has hundreds of thousands of visitors, but no one converts.
- Your Following Rate Is Down
Is your fan-base shrinking instead of growing? Are people unfollowing you after each new post? Then, that is a clear sign that something is wrong.
Social media users are very strict about the information that shows up in their news feed. If it’s not relevant to their needs or if it doesn’t educate or entertain them in some way, they will gladly unfollow a brand.
There are several tools you can use to get a detailed report on who is following and unfollowing you. If you notice that your unfollowing rate is growing, use this data to figure out why this is happening. If you don’t see any suspicious activity, then it might be your content’s fault.
Boring content is one of your biggest enemies. It will turn your audience off, affecting your reputation and stagnating your growth. Use data to understand what happening and to learn how you can fix the problem and please your audience.