From the type of content to the different platforms, timing and reader behaviour, creating and publishing content is a constant learning curve, isn’t it?
Here’s what I’ve learned from my own content marketing this year, what’s worked, what hasn’t…
Despite it feeling harder to get traction, my overall post impressions for the year were up by 15.5% on the previous year.
I’ve had a post clock up more than 25k impressions and others that have barely scraped 150, and I’d like to say I fully understand why, but I don’t. (Anyone who says they know exactly how social media algorithms work is fibbing.)
Looking at my best-performing posts of the year, they are the ones with personal stories or a personal angle to a topic. Analogies and cultural references also seem to do well – my top-performing post was content lessons learned from the TV show Celebrity Traitors.
I have some go-to themes that generally perform well relative to previous posts. Outside of that, it’s difficult to glean many trends.
That said, impressions are a fairly hollow metric if I’m not reaching the right audience, building connections and generating opportunities, so commenting has been a big part of my strategy.
While it’s difficult to pin down direct results from any piece of content, I have plenty of anecdotal evidence, such as comments in messages and IRL chats, that my content is being noticed and, in return, getting me noticed. It is opening doors.
Lessons learned
• Impressions may go up and down erratically, but long-term consistency with publishing content and commenting wins.
• LinkedIn is the starting point, not the end point: Leverage initial engagement and move conversations off platform when appropriate.
• Make the most of all points of contact on the platform, not just through commenting, for example, when new connections are made.
• LinkedIn newsletter subscribers grow organically, which is a huge win as it’s one less thing to worry about.
• I should keep a better record of anecdotal evidence of the impact my LinkedIn content has.
WEBSITE
Publishing new content here on my website is best described as erratic in the early part of the year. But I have improved and got into a more consistent rhythm of posting.
As a result, website views are up 6% year on year. My most viewed post is an old article about how to avoid using the word ‘delighted’ in press releases, but I also turned the LI Celebrity Traitors post into a blog article, and that has done well.
I get a few enquiries via my contact form, but most are people trying to sell to me.
Next year will be the year of more love for this website. The world has moved on since I last did any SEO training, so I’m in the process of refreshing those skills with an online course.
I’ll be putting everything I’ve learned into practice with new content and updating older content.
Lessons learned:
• Again, consistency wins.
• Make more use of all my LinkedIn content by repurposing it for the website to reach a different audience.
• Be more strategic with search-friendly content to get more leads.
EMAIL NEWSLETTER
The good news: I’ve been consistent with the number of newsletters I’ve sent out, which I’m chuffed about. And I have won work directly as a result of my newsletter, which is brilliant.
My average open rate is around 55%, which is apparently quite good.
The bad news: My subscriber numbers actually dropped, although that’s not really because of unsubscribes but tidying up my mailing list and culling emails that have started to bounce.
Getting new sign-ups is like trying to kick a mattress up a hill, but I’ve also been bad at promoting signing up. I suspect my fragile ego is partly to blame – I’m not good at shouting into a seeming void.
If you want to help fill the new subscriber void and, in return, receive content tips, ideas and inspiration twice a month, sign up here (next edition will be Jan 2026).
Lesson learned:
• I don’t take rejection well, but I need to get over it and promote, promote, promote.
• Experiment more with subject lines.
What have you learned from your content strategy this year? Any tips?
