What Lessons Can Be Learned from Unexpected Content Performance?
Marketer Magazine
What Lessons Can Be Learned from Unexpected Content Performance?
Ever wondered how a single piece of content can defy expectations and teach invaluable lessons? In this insightful blog post, an Owner and a Social Media Expert share their surprising experiences. Discover how addressing widespread, relatable issues can lead to unexpected engagement and why practical, down-to-earth advice is indispensable. Uncover seven expert insights that will change your content strategy forever.
- Address Widespread, Relatable Issues
- Deliver Concise, Actionable Content
- Explore Lower Search Volume Topics
- Focus on Micro-Trends
- Embrace Niche Topics
- Utilize Clear, Visual Content
- Provide Practical, Down-to-Earth Advice
Address Widespread, Relatable Issues
One piece of content that performed unexpectedly well was a blog post we created on 'Common Home-Maintenance Mistakes.' Initially, we expected moderate engagement since it was a fairly broad topic, but it quickly became one of our most-read pieces and drove substantial traffic to our website. It resonated because it addressed common pain points with practical tips, making it highly shareable across social media and even sparking discussions in online home-improvement communities.
The key lesson was the power of addressing widespread, relatable issues. We realized that content doesn't always need to be niche-specific; sometimes, a universal topic with clear, actionable insights can engage a larger audience. This experience taught us to balance targeted content with broader, universally relevant pieces to broaden our reach.
Deliver Concise, Actionable Content
During my time running Chappell Digital Marketing, I developed a content strategy focusing on video tutorials for Facebook Ads. One campaign, in particular, exceeded expectations when a tutorial on A/B testing strategies went viral, garnering over 50,000 views in a week. This wasn't just a spike in views; we saw a 30% increase in sign-ups for our Facebook Ads Expert Mastery Class following this.
The unexpected success taught me the power of delivering concise, actionable content that addresses pain points directly. In this case, many marketers struggle with testing strategies, and our detailed breakdown resonated well beyond our existing audience. Craft content that not only informs but also empowers your audience with practical knowledge they can apply immediately.
For others, pinpoint areas where your audience faces challenges and create content that provides clear solutions or insights. By focusing on common obstacles and offering tangible, step-by-step advice, you can lift engagement and drive meaningful results.
Explore Lower Search Volume Topics
We had done work for a few utility companies and wanted to reach more of this audience. We conducted keyword research and found some searches where users were looking for site examples for inspiration. Typically, we try to chase topics with at least an estimated 100 searches a month. This particular topic was estimated to get 10 searches a month. With limited resources for content creation, we've always just wanted to make sure we're writing on topics with the potential to reach enough people to drive conversions. We deliberated for a while on this topic and eventually decided to write it. We put up a post on the best utility website examples and, to our surprise, within three months of posting, we closed a $160,000 deal with a utility company that came from that post. We learned that actual traffic can be higher than tools estimate and that topics with lower search volumes can be just as impactful (if not more impactful in some cases) than topics with higher search volumes.
Focus on Micro-Trends
I once strategized a blog post targeting a niche audience within a broader industry, expecting moderate engagement. However, it unexpectedly went viral, generating high traffic and leads. The post focused on a lesser-known but timely trend, which resonated deeply with the audience. One key lesson I learned from this experience was the power of focusing on micro-trends within a larger industry—sometimes, smaller, highly-specific topics can attract more attention than broad, general content. It reinforced the importance of researching niche interests and staying ahead of trends.
Embrace Niche Topics
I once created an in-depth guide on optimizing site speed, expecting modest traction due to its technical nature. Surprisingly, it became one of our highest-performing blog posts, generating over 50 backlinks and driving 40% more traffic to our website than anticipated.
The lesson? Never underestimate the power of niche topics that solve pressing problems. This experience taught me to embrace depth and detail in content creation, as long as it addresses a genuine pain point for the audience.
Utilize Clear, Visual Content
We created a quick infographic on industry stats as a filler between larger campaigns, expecting it to perform moderately. Surprisingly, it became one of our top-performing posts! This experience highlighted the effectiveness of clear, visual content that delivers value at a glance. Since then, we've integrated more infographics into our strategy, especially for complex topics, because it's a powerful way to engage and inform our audience quickly.
Provide Practical, Down-to-Earth Advice
We initially wrote a blog post titled "10 Tips for a Stress-Free Moving Day," thinking it would be a helpful resource for our customers but expecting only modest traffic. We had no idea it would strike such a chord. To our surprise, the post went viral, racking up thousands of shares and boosting website visits far beyond what we anticipated. It was a bit overwhelming, but in the best way possible, showing us that people really care about practical, down-to-earth advice when it comes to moving.
I learned a straightforward lesson from this: people are looking for answers to their problems, and they will react when you meet them where they are. We investigated consumer inquiries, identified typical moving-day stressors, and transformed those into practical, useful advice. What really stood out to me was that these were the exact answers our audience was looking for; solutions to problems like how to manage the logistics of a relocation and packing advice. I decided it was time to promote realistic, practical material over gaudy marketing once I realized how much this content was assisting individuals. It served as evidence that you can produce something significant that genuinely engages people on a personal level by attending to their needs directly.
Honestly, it felt great to see that the blog didn't just sit there; it had a lasting impact. I'm grateful we took the time to really understand what our audience wanted, and it reaffirmed the power of being genuine and helpful in our content.
