What Can We Do To Improve Content That Is Not Yielding Results?


girl-unhappyYou have created a ‘superb’ blog post, an entertaining video, or resourceful guide, etc., as a blogger or content marketer. Still, all your efforts and sacrifices don’t seem to make any significant impact on your overall marketing objectives.

All you do is churn out steady content that keep filling space of your server storage. If this scenario sounds familiar, it’s time to find out what is wrong.

Google analytics shows key performance indicators on content conversion but if this indicator is on the negative and while other indicators are positive, then it’s time to address the issue and find out how to improve conversion.

This brings to mind the question, what can we do to improve content that is not yielding the kind of results intended?

 Experts suggest that improving content demands that marketers:

  • Determine who the “real” or “target audience” is before creating content
  • Create contents that will meet the needs of the audience.
  • Write in simple and clear formats that readers will understand.
  • Edit and proof read appropriately and get rid of grammar and sentence errors
  • Write with keywords and optimize them for search engines
  • Optimize all contents for social sharing and search engine optimization.
  • provide value in every piece of detail presented in the content
  • use quality equipment and apply professionalism when it comes to creating videos, podcasts, infographics and similar forms of contents
  • Use attractive or appealing titles and let main paragraphs deliver on what the title promises
  • Place call-to-actions in your content so that readers or prospects will have idea of what to do after going through the content, etc.


Many bloggers and content marketers follow the above suggestions yet their contents are not converting as expected. In your own experience, as a blogger or content marketer,

What is wrong with the content you have created?

Why is it not converting as expected?

What effective strategy can be adopted to steadily convert readers or visitors who have accessed your content?


  1. Hello Sunday!

    Great post and all great questions you have you here my friend!

    First off if are you writing for your audience and giving them solutions for to their challenges your posts should be getting attention.

    Also where are you sharing this?

    Are yous ending out emails to your list letting them know you have a new post for them?

    Are you also sharing on all social media sites?

    Are you part of blogging communities where people share and comment?

    Are you also visiting and commenting on a regular basis?

    I have learned that it is not only about writing good content, that is only the beginning of the process.

    Great Share
    Chery :))
    Chery recently posted…Where Does Your Money Go?My Profile

  2. Sunday:
    RE:Place call-to-actions in your content so that readers or prospects will have idea of what to do after going through the content, etc.

    Most but not all bloggers now recognize the need for a call-to-action in their content.

    Typically, bloggers place the call-to-action at the end of their post or article.

    How about MULTIPLE calls-to-action throughout the post? Hyper-linked keyword phrases can serve as one form of an action request.

    You can suggest within your posts (on any subject) that readers follow your RSS feed or get email notification of your new posts through a free service like Bloglovin’ at http://bloglovin.com

    Also, integrate suggestions to subscribe to your email opt-in list within the post content, not just tagged on at the end.

    In addition, WordPress plugins such as “Tweet This” at


    enable you to embed a call-to-action at a perfect location within a post.

    Lastly, with a post that is yielding disappointing results you can add a free survey so your readers can give you some insight into what is lacking.
    Robert A Kearse recently posted…

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    • Hey Robert,
      Including a call-to-action into a post makes it more purposeful. For some bloggers, this is inserted at the end of a post, for others, it becomes necessary using multiple call-to-actions at different places in the post.

      Whatever strategy is deployed, it becomes understand the audience and the nature of the offers made.

      Call-to-actions points the benefits of a product to the visitor. It also makes it easy to grab the ‘benefits’. Hence, effectively, it helps to boost the results that can be yielded by the content!

      I agree with the suggestions you have shared on how to improve contents with call-to-actions. For many readers, these would be revealing and helpful!
      Sunday William recently posted…What’s the Best Blog Community? Why Kingged.com WinsMy Profile

  3. The big issue right now is that there is way too much content out there. Most of it is crap. Further, “influencers” tend to pat one another on the shoulders and only share their friends’ posts.

    Take it from me, who have built a personal brand without any help. You will go nowhere if you aim for virality or churn.

    The keyword here is “strategy”.

    1) Know your audience inside out — Always have an ideal persona in mind. Whenever I write a post for my blog or a client, I think of a specific person. 9 times out of 10, that person will email me, comment on the post, or share it.

    2) Have realistic goals

    3) Know what your audience likes. Not everyone enjoys pictures of cats and quotes. Your industry plays a major part.

    4) Understand the pain points of your audience.

    5) Stop listening to “expert” advice about copy length. A 500-word piece can sometimes go a much longer way than a list of 150 items.

    6) Stop writing for search engines. Write for human beings.

    7) Write the language of your audience. Many of them won’t speak English as their mother tongue.

    8) Be consistent

    9) Curate content from other sources. You are here to serve your audience, not further your personal agenda.

    10) Be useful, helpful, professional, friendly, ethical, and transparent.

    11) Stop trying to gain more readers. Focus on the ones you have right now. Build a relationship with them. They will bring others to your blog in the process.

    12) Most importantly, be patient and stop chasing eyeballs. It took me years to be where I am. I don’t regret it. I learnt a lot.

    If someone offered me shortcuts to become successful, I would say no.

    I hope it helps.
    Cendrine Marrouat recently posted…Losing subscribers is not the end of the worldMy Profile

    • Hi Cendrine,
      I couldn’t agree with you more that understanding the audience goes a long way to improving content that will yield the desired results.

      The audience is who we write for. They are the ones we share contents to.

      To gain traction with what they are providing, it becomes really necessary to know their pain points and address same.

      Most of the points you have listed here relate to understanding the audience and building a relationship with them.

      There is no doubt that these will work as long as there is consistency in the goals and strategies employed.

      Therefore, a good research from the onset is vital as it will help in creating the right content with the right details to convince the right audience!

    • Celine:I always enjoy your comments, because they are in depth and very insightful.

      RE: “. . .Further, “influencers” tend to pat one another on the shoulders and only share their friends’ posts.

      Take it from me, who have built a personal brand without any help.”

      Can’t argue too much about the tendencies of the “influencers”, but building some kind of positive relationship with members of this group is a critical SKILL that must be mastered.

      Concerning building a personal brand “without any help”, well, in my view that is a big NO-NO.

      Maybe, when you started online there were not the extensive social media assets that exist today.

      In the present environment EVERYONE should have a mutual promotion group (MPG) strategy
      to build their personal brand and authority status.

      Form a MPG with other bloggers/marketers who have similar interests and status.

      Contributing meaningful content to the most appropriate subreddits (http://reddit.com)
      relevant to your brand should be an important component in your marketing arsenal.

      Having members vote up your subreddit content will help your contributions get to the first page of Reddit.

      Similar mutual promotion on other social bookmarking sites, micro-blogging sites
      (Twittter,etc.), blogging communities, B2B communities, and of course Facebook make building a personal brand so much easier, and efficient with an accelerated time schedule of power and influence.

      Having more than one MPG to fit different business/social profiles is a solid, fundamental

      Best of success.
      Robert A Kearse recently posted…

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  4. Hi Sunday

    All the points you mention are very good. I really cannot think of anything to add except maybe the idea of “pain points”.

    Your blog post should begin before you write. It begins with finding a topic and that topic should cover a pain point.

    Cendrine also mentions this in her comment and I think what we don’t always do is to realize that we should not write for ourselves. We should write for a specific person with a specific problem. We don’t have a target audience. We have individuals with different needs and questions. We can only answer a question once we know what that question is.

    Take note of what people ask in blog comments and on forums. Then do your research, write share and interact.

    Equipment is important yes, but content is king. If you really want to know something, quality is not top priority. I have watched videos with very sub-standard sound because they covered my pain points.

    The bulleted point list is also a good way of getting your message accross. You may love to write free, easy and clever, but people wanting answers, do not want that. They did not come to read your content, Their motives for visiting your blog are far more selfish. They want to get someting out of the visit. Give them instructions, point by point like you did in your post.

    Write to help. Narrow your focus and address one problem at a time.
    redtiger recently posted…How to Create Good Blog PostsMy Profile

    • Hey redtiger,
      There is no better way to summarize what most be done to improve content that would yield result. You concluding statement captures this “Write to help. Narrow your focus and address one problem at a time.”

      Yes, just like @cendrinemedia (Cendrine Marrouat) has pointed out, the audience must first be understood before the content that will address their pain point is offered.

      Writing for ourselves will never get us anywhere and most ‘selfish’ contents never generate the type of leads and conversions we expect.

      So, more emphasis should be placed on contents that addresses the pain points of the audience.

      You made a very valuable point here as well

      Equipment is important yes, but content is king. If you really want to know something, quality is not top priority. I have watched videos with very sub-standard sound because they covered my pain points

      I guess its time give the audience an amazing content to solve his needs, whether we use quality equipment to project the message or not, right?
      Sunday William recently posted…What Can We Do To Improve Content That Is Not Yielding Results?My Profile

  5. Hi Sunday!

    Great topic!

    This is a very common issue among the new bloggers online. And even the “more advanced” bloggers can have these content conversion problems at times.

    One of the biggest factors – when it comes to Converting the people who read your blog post into Subscribers and customers – is ENOUGH TARGETED TRAFFIC.

    You know, I have learned from experience and by looking at my analytic data and by testing things online – that when it comes about Conversion it is not so much about the Content.

    YES, high quality content IS very important. BUT, it is not the main Problem when it comes to Conversions.

    There are TWO Main Factors here – that one must learn about (for better content conversions):

    1) Targeted Content
    2) Traffic; Quality & Quantity

    You must learn about your Target Market. You need to know exactly WHO you are writing for – so this will help you create the best content for your audience.

    There is a profound quote online; “if you target everyone you will hit no one”

    You have to be as specific as possible with WHO you want to Target with your content. For instance; lets say you have a blog about “Tips for Men” – don’t just target ALL MEN, be as specific as possible (avoid being very broad).

    For example; target Men who are in their 40’s, married, bald, have children, and play golf every month. Something like that! 😉

    As you can tell that is very specific than just writing for all Men in general. If you write for this one type of men – chances are there are Thousands of them!

    You want better or more results with your content (blog posts)? – Then go for Quality Targeted Traffic, and also aim for the BIGGEST Numbers possible!

    I’ve realized, that one of the main problems you might have when blogging is in “Not Getting Enough Quality Traffic”.

    There could be two scenarios here; you might be actually getting high quality targeted traffic but not enough (your quantity is very low) – OR – you might be getting a lot of traffic but none of it is converting at all (your quality is very low).

    You see where I’m going with this now?

    When it comes to Traffic Online – the TWO Q’s are VERY Important!

    You need BOTH.

    You need Quality AND Quantity.

    If you want the best results with anything online – strive for both of these.

    Identify which Q you need to improve. If you are getting tons of traffic but very low conversions, then you need to boost up the Quality. If you are getting a little bit of traffic and low to no conversions, then you need to boost up the Quantity.

    I could go on more details on these topics – but I am limited with time here LOL

    I hope this is helpful!

    Great topic and valuable suggestions you are also sharing here, Sunday!

    Keep up the great work!

    have a nice weekend! 😀
    Freddy G. Cabrera recently posted…The One Weird Thing You Need to Know About Storytelling and Blogging!My Profile

  6. Hi Sunday,
    If a piece of content is not yielding the desired result, then the marketer must ensure to revisit how it is affecting the audience.

    Research and testing is important because these would help determine the value demanded by the audience.

    The points you have made are on track. To summarize them, creating valuable content and promoting it effectively will help produce the result required!

  7. The biggest problem I find with people who feel they aren’t getting results from their content isn’t a problem with their content, but their content promotion. 90% of the time, people will say they shared it with their email list and they shared it on social media. Once. Then they moved on.

    That’s not how it works. You shouldn’t spend 80% of your time developing content and 20% of your time promoting it. Switch that around. Spend 20% of your time creating super content and spend the rest of your time promoting it again and again and again.

    I only posted three times on my business blog last year. Three times. I can promote two of those three posts all year long, everywhere I go. 🙂
    Kristi Hines recently posted…Never Run Out of Blog Post Ideas: 25 Content Marketing ResourcesMy Profile

  8. Hi Sunday,

    There are lots of things to do when it comes to content that is not yielding results. Identifying the cause of the slowness is an important factor before seeking for solution.

    However, as a general rule, it is important to follow the basic rules of content creation and management.

    The list of things you have suggested covers the most basic steps for improved content management.

    Thanks for sharing this piece.

    • Hi Black,

      Indeed, it is important to follow the basic rule of content creation when finding solution to improve the result of a content that is not yielding results.

      Of course, that content has to be reviewed to identify its effects on the results.

      Whatever cause was identified would determine the type of solution that would be proffered.

  9. Hey Sunday,

    If a content marketer always apply what is necessary to improve content then he/she would be getting the results they want.

    Results from content is important, as it shows one is not wasting time!

    For me, I like to find out why I am not getting the results I had wished for, e.g., clicks, conversion, downloads, traffic, etc.

    After getting this knowledge, the next important thing for me to do is take the steps necessary for improvement. It usually begins with proofreading afresh and re-targeting the right audience.

  10. For me, I ensure that a test of my content is done in different blogs and social media platforms. The rate of clicks attained on various platforms would help me to determine where the content has been performing and where it is still lacking.

    Nevertheless, I ensure that I engage in personal development to increase my writing quality from time to time.

    So, for a content that is no longer yielding the expected results, the suggestions you have made are carried out and also correction of grammatical and SEO errors.

  11. The content that is not yielding result is caused by “something”. Until we identify that “thing” there would be no improvement.

    So, it is best to take steps and identify that cause of lack of result first before making any improvement.

    Basically, improvement for a content would begin by addressing if the message is targeted at the right audience, and if the words and sentences are properly edited!

  12. Hey Sunday,

    Improving the impact of a content is feasible. It usually starts with the use of better words and sentences that are aimed to persuade the reader.

    If the right words are used then psychology of the reader would be intrigued to respond to the call to action.

    So, every writer must choose his or her words carefully to reflect the impact expected from the reader!

  13. Hi Sunday,

    For me, if it will take me more time to fix or improve such content, it’s better creating another one from scratch, while avoiding the mistakes with the first one.

    I know it’s not always that simple, but it can be sometimes, can’t it? 🙂

  14. Hi Sunday,

    You and everyone else offered some great tips.

    You MUST know your audience when writing content and you MUST write content that they want to engage with.

    You must make sure that it is written well without grammar and spelling mistakes and is easy to read.

    You must look professional.

    However I think most people had a good point that it is really about the traffic to the content.

    If you do not have enough people reading your content, it doesn’t matter how well it is written, you still won’t get conversion.

    I like a contributor here who goes by the 80/20 rule.

    20% of the effort in creating the content, 80% in promoting the content.

    So traffic is very important.

    Hope you have a a wonderful day Sunday!

    Take care,


    • Hi John,

      Indeed, the 80/20 rule still applies when trying to improve content that is not yielding results. More time should be applied to promoting the content than creating it. But of course, it doesn’t mean we won’t create the ‘best of content’.

      In the creation and promotion stages of content, the needs of the audience must be the priority!

      Thanks for leaving your invaluable thoughts as always!

  15. Hi Sunday,

    I like how you added “determine who the real or target audience is before creating content” as the first tip. Failing to do this will surely lead to content not yielding results.

    I also agree with the need to use attractive and appealing titles to draw users into your content but also making sure the content itself delivers on what the title promises.

    What I can add is to ask others what they feel is missing from the content in question. The feedback from these people should help you add more useful information to the content, and the update should make it get more results.