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6 Types of Iteration Every Content Strategy Needs

A seasoned pro can make reasonably informed guesses about what a given target audience will respond to. It’s the starting point of any new campaign. And by watching analytics, we can measure just how good those informed guesses are.

But even if your marketing team’s initial guesses exceed your conversion goals, this is only your starting point. Odds are, you didn’t master the optimization of every detail of the campaign on the first shot.

Even if you’re happy enough with your conversions and ready to call it good, consider this: An audience’s responses change over time as it grows and evolves. What works for you now may not work so well next year. It’s not enough to continue to do what’s worked in the past.

That’s where iteration comes in.

Iteration is the process of making continuous improvements to your website and outreach efforts to optimize your conversion rates. This is done through watching trends in your analytics and split testing. It’s not something you do once to kick the tires of a new call-to-action page, either—it’s a critical best practice that should be part of your strategy on an ongoing basis.

In fact, there’s six different ways every content team should iterate on an ongoing basis.

1. Post Timing

What day of the week will your readers engage most with your content? What time of day? Perhaps it’s Monday morning when they’re tackling their inboxes after the weekend, or maybe it’s Friday afternoon when they’re burned out from the week. Maybe it’s 2 a.m. on Saturday when they’re taxiing home from the clubs.

How do you find those optimal sweet spots wit…

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