Having a content strategy not perform as well as expected can be very frustrating. Chances are you spent a lot of time and money trying to perfect your strategy. Watching it fail can be hard, leading you to the question “now what?” Many famous marketers have said that having a negative performing campaign can be a blessing in disguise, and credit a failing campaign to the success of another campaign. Design Angler’s main advice, don’t give up on the campaign, but learn from it.
Before completely scrapping the campaign, make sure it has had enough time to either prove that it is not working, or gather enough evidence on why it
is not working. Most marketing professionals say to keep a content campaign going about 3 times longer than you think it should take. Many content
campaigns will experience something called “the drop” which means that the campaign is regulating. Once the “hype” is over in the beginning stages
of your campaign you can gather better data to help you improve your new campaign.
After giving your campaign the amount of time it needs to provide usable data, it’s time to analyze every part of your campaign, good and bad. Design Angler
suggests making a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats.) Start listing what exactly was a success, what kept the campaign
from succeeding, what you could do better, and what you can improve on versus your competitors. This will give you an external and internal understanding
of your campaign. When analyzing your campaign, you should also analyze your competitors’ campaigns to identify what they have been doing well and
how you can use that to your advantage. You will most likely find the reason your campaign is not working is because you did not take enough time in
the research and analyzing phase that every successful campaign needs.
After you complete an in depth SWOT analysis on your campaign and competitors, it’s time to try again! It’s important to learn from your mistakes and try
to constantly improve your strategy. One thing that never hurts is getting an experienced third party’s opinion or help on your strategy. Design Angler
takes time to understand how you can improve your strategy and how you can create content that is specific to your target market. While helping many
clients on improving a failing campaign, we have created successful, in-depth, and customized campaigns for many satisfied customers.
When reworking a campaign, it is important to remember that all results are important and can be used in multiple respects. A successful campaign does
not happen overnight, and many campaigns start weak and use research and data to evolve into a strong performing campaign. If you want help on your
strategy or if you would like a consultation you can always contact Design Angler.