Chances are you’ve wondered why your website’s content doesn’t get traffic. Or you thought you created the perfect piece of content, yet it’s buried under other results in Google.
You’re not alone. According to Content Marketing Institute’s research, the second-biggest challenge marketers face with content creation is differentiating it.
And in 2025, it’s only going to become more difficult. Old tactics like volume posting to see what sticks may have worked years ago. But today, it’s a waste of time. You need to think differently. In this article, we’ll cover 11 ways you can improve the performance of your content.
11 ways to improve your content performance
Try these proven ways to see even better results from your content marketing strategy:
- Put together a content strategy
- Focus on quality over quantity
- Meet the user’s intent
- Zig when everyone else zags
- Craft compelling headlines and introductions
- Make your content scannable and visually appealing
- Include data and expert insights
- Tell a story
- Try different content formats
- Be giving
- Promote and distribute your content
Let’s dig deeper into each tip.
1. Put together a content strategy
Hoping a blog post will have people flocking to your site? That might’ve worked years ago when the web wasn’t saturated with content that’s been done dozens of times over. But in 2025, posting and praying for traction is a waste of time.
You need a plan that keeps your content strategic and different from everything else out there. Here are some ways you can do that.
Set goals that matter
Before you write, ask yourself: What’s the point of this content? Are you trying to rank for a valuable keyword or educate potential customers?
An auto body shop, for instance, might aim to attract local customers by ranking for “best collision repair near me,” while an auto parts retailer might focus on detailed product guides that help people choose the right brake pads. Your goals should define your strategy.
Know your audience
Who’s reading your content? And what gets the most engagement? Study customer pain points and look at search trends. See what your competitors’ content might be missing, and address that in your own content.
Use these questions to identify your target audience.
- Who’s buying from you or working with you now?
- What are their shopping habits?
- What are they buying?
- What info are they using to make a buying decision?
- Where are they located?
- Where are they hanging out online?
- Where are they finding you?
- When do they interact with your business?
- When are they looking for you and your business?
- Why are they buying from you?
- Why are they buying from your competitors?
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Address current industry issues and trends
There aren’t many industries that are stuck in time. Keeping with the automotive theme, EVs are becoming more popular, and self-driving tech is evolving.
Your content should reflect the trends. If you’re running a mechanic shop, you could write about how new EVs impact traditional maintenance. Stay ahead of the conversation, and you won’t have to chase engagement.
Get your timing right
A content calendar lays the foundation for your publishing schedule. No need to scramble for ideas, and you’ve got topics lined up ahead of time. Examples for the mechanic shop:
- Seasonal content: Push winter tire guides in fall, not January.
- Local events: If your town has a big car show, create content around prepping a vehicle for display.
- Industry happenings: Cover major automotive recalls or tech breakthroughs as they happen.
Here’s what a content calendar can look like, courtesy of Kantree:
2. Focus on quality over quantity
People don’t care how much you post–they only care about how good it is. So, if you’re running a travel agency, don’t pump out generic “Top 10 Beaches in the Caribbean” articles that a thousand other sites have already covered. Instead, create something that people can’t find anywhere else.
Prioritize researched, in-depth content
Readers want insider knowledge, real experiences, and even some secrets.
Let’s say that travel agency specializes in Jamaica. Instead of writing a listicle about the best things to do in Jamaica, they could cover topics like:
- Hidden Waterfalls in Jamaica That Only Locals Know About
- How to Plan a Stress-Free Trip to Jamaica with Kids
- The Best Time to Visit Jamaica Based on What You Want to Experience
Aim for evergreen content that will be relevant over time
A well-written post should be like a great Jamaican rum, getting better over time. Or is that only for wine?
Evergreen content stays relevant long after you hit publish. A guide to all-inclusive resorts in Montego Bay can be timeless, although it may need some updates in the long run. A post about an upcoming festival, on the other hand, is probably only going to be useful leading up to the event.
Focus on creating something that will still provide value next year and beyond.
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3. Meet the user’s intent
If you’re creating content without thinking about why someone is searching for the topic, you’ll probably miss the mark.
Take a real estate business in Tampa, FL, for example. If they want to stand out, they can’t just write about homes for sale in Tampa and call it a day. You need to understand exactly what people are looking for and give it to them. And you have to do it better than anyone else if you want to stand out.
Research some keywords first
Figure out what your potential readers (and customers) are actually searching for. Tools like Ahrefs, Semrush, and WordStream’s Free Keyword Tool can help you identify those keywords.
But intent matters too. Maybe even more than search volume.
Take these keywords:
- Best neighborhoods in Tampa (850 searches/month)
- Tampa homes with boat docks (10 searches/month)
Which one’s better? Sure, the first one gets more volume. But if you’re targeting people who are ready to buy a waterfront home, that second one is what you want for leads.
Look at the search engine results
Once you’ve got a keyword in mind, Google it yourself and look at the results. What’s ranking at the top? Blog posts? Video tours? Market reports?
If listicles rank well, your deep-dive essay might not be the right format. If short, transactional pages are ranking, a 3,000-word guide probably won’t cut it. The type of content you create should match what users (and Google) expect.
Address the user’s needs directly
Imagine a couple relocating from New York, searching for the best areas in Tampa for families. They probably don’t want a basic list. They want information about schools, public transit, etc. Instead of covering the same neighborhoods everyone else has already talked about, go deeper:
- Which areas have the best schools?
- What’s the average home price in each neighborhood?
- What’s the vibe: quiet suburban or walkable city streets?
- What do actual residents say?
- What are the commute times to downtown?
4. Zig when everyone else zags
There’s a ton of cookie-cutter content out there. Not to mention a surge of AI-generated fluff.
Search “best things to do in Jamaica,” and you’ll see the same recycled list–Dunn’s River Falls, Seven Mile Beach, etc. These are great spots, no doubt (I’ve visited). But if everyone is writing about the same stuff, why would someone choose to read your content over the others?
If you want to stand out, offer something different. Challenge the status quo and people will pay attention.
Instead of writing another “Top 10 Attractions in Jamaica” article, try “5 Hidden Gems in Jamaica You Won’t Find on Tourist Maps.” Highlight real insider locations, like a peacock farm or a squeezed juice shack with no website.
Bring a fresh angle or a perspective that only you can provide. People associate Jamaica with white sand beaches and reggae. Try something intriguing, like what nobody tells you about visiting Jamaica during hurricane season.
5. Craft compelling headlines and introductions
If your headline doesn’t stop people in their tracks, it’s not helping your content stand out. Your page could be a goldmine of helpful information, but if nobody clicks, then nobody’s reading it.
See the difference for a mechanic shop:
A headline that stands out isn’t just descriptive. It taps into curiosity or urgency makes people want to click (without baiting).
Tactics to try:
- Use numbers, like “7 Signs Your Brakes Are About to Fail”
- Create curiosity gaps, like “The One Oil Change Mistake That Could Ruin Your Engine”
- Promise a transformation, like “How to Make Your Car Last 200,000 Miles Without Costly Repairs”
- Use trigger words to spark an emotional reaction, like these.
So, someone clicks to your page. Now what?
Hook readers with an introduction that pulls them in. Don’t let them hit the back button before they reach the good stuff!
You could start with a relatable problem, use a vivid scenario, or make a promise. Or some combination of these.
See the difference:
6. Make your content scannable and visually appealing
People like to skim and scan. They’re looking for quick answers, takeaways, and visuals to illustrate concepts. If your content is a wall of words, it’s overwhelming and not very inviting.
To keep readers engaged, structure your content so they can find what they need fast. Here are a few tips to do that:
- Use headings and subheadings: These guide the reader and make the content easy to skim. Not everyone will read your page from beginning to end.
- Use bullet points and numbered lists: These highlight bite-size bits of information and keep attention from drifting. They make step-by-step instructions clear.
- Keep paragraphs short: If your paragraphs are longer than 3-4 lines, consider breaking them up. Nobody wants to sift through walls of text to find something.
Us humans, we’re visual creatures. We process images 60,000 times faster than text. So, if you’re only using words, you’re missing an opportunity to stand out.
For example, this is an ad but still illustrates the point. The visual is easier to process than a bunch of text explaining how to wear a face mask properly.
Try these to make your content more appealing:
- Images: A well-placed photo or diagram can reinforce your point or provide more context to the topic.
- Infographics: If you’ve got a bunch of data points to share, show them in a graphic.
- Videos: If a video can explain it better than text, use one. Plus, some people prefer video over other formats.
7. Include data and expert insights
Anyone can just make a claim. But backing it up with cited facts and expert opinions will turn your content into a resource that people trust.
Data gives your claims real weight. Instead of vague statements, say something concrete like this:
The more specific you can get, the better. If you’re writing about the best Tampa neighborhoods for first-time buyers, show stats about affordability.
Know what makes your content even more credible? Expert opinions.
Give readers insights they can’t get from run-of-the-mill articles. If you’re a real estate agent, ask a mortgage broker to help you out with some firsthand knowledge to make your content unique.
For example:
8. Tell a story
Facts and stats add credibility. If you want to take it a step further so your content really sticks, tell a story. Research shows that personal stories and gossip make up about 65% of our conversations. It’s how we connect.
So, make your content memorable by weaving in real anecdotes. 55% of consumers are more likely to remember a story than a list of facts.
Don’t just say that Dunn’s River Falls is a must-visit in Jamaica. Bring things to life with a real experience to make your content feel human. And when people connect with you, they trust you.
You can also weave in stories and testimonials from customers. These build trust with readers and make your content more compelling. Instead of just listing the perks of staying at a luxury resort, you could also tell the story of a past customer.
9. Try different content formats
If you’re only publishing blog posts, you’re leaving potential traffic and conversions on the table. People consume content in different ways–some love reading an in-depth article, while others prefer a quick video.
If you want to stand out, experiment with different formats and repurpose your content across multiple platforms.
Some topics work best in written form, while others need a visual touch. Mix up your content game with blog posts, videos, infographics, downloadable assets, and more.
Don’t just create once and move on, though. Smart marketers repurpose their content across different channels. You could…
- Turn a blog post into a video script and post it on YouTube.
- Break down key points into LinkedIn posts.
- Convert original research into an infographic.
- Take highlights from an expert interview and create a podcast clip.
Not all content formats perform equally, though.
According to bloggers who produce strong results, the most effective formats are roundups, infographics, and original research. Try some of these, see what gets the best engagement, and do more of that.
10. Be giving
Some businesses don’t want to reveal how they do things. They don’t want to reveal their secrets. But customers don’t want to guess whether you know your stuff or not. They want to see proof.
And the best way to prove it?
“Give away” your best tips and tricks. If you run a mechanic shop, don’t post the same generic car maintenance advice everyone else does. Share insider knowledge, especially if your competitors aren’t talking about it. Impress your readers!
Give people something they won’t find in every other auto blog. You might create something like “How to Tell If a Mechanic Is Overcharging You, Straight from an Honest Mechanic.”
Also, who doesn’t like free stuff?
Offering a downloadable checklist or ebook can leave a lasting impression. That mechanic shop could create a printable tire pressure and oil change log for customers to track their maintenance.
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11. Promote and distribute your content
You’re done once you hit publish. No matter how great your content is, you still need to distribute it to the world if you want to stand out.
Meet your audience where they are. Promote your content across multiple channels, like:
- Social media: Don’t just share the link and call it a day. Turn key points into LinkedIn posts or Instagram carousels.
- Email newsletters: Share the new content in your next email with a compelling hook. Give readers a reason to click.
- Online communities: Reddit, Facebook groups, and Quora can be great for sharing helpful content if you’re not spammy about it. Answer questions and link to your content if it adds value.
- Collaborations: Have connections in your industry? See if a complementary business will share your content with its audience.
So, do you want to your content to perform better?
Content in 2025 needs to break through the noise. If you’re saying the same things as everyone else, you’ll be shouting into the void.
But if you prioritize quality over quantity and offer something that’s truly unique, that’s when people pay attention.
Be bold. Be different. And most importantly, be helpful.