Like many of us, I’ve looked back at the resources I’ve offered during 2022 to see what has attracted most attention from my audience.
I produce a range of content about author websites, including articles, downloads, free training, and social media posts. All of these aim to help authors achieve powerful, attractive websites and to make sense of choices for other marketing tools.
There were certainly some surprises for me in this list!
Most popular free resource: Author Website Starter Kit. This has been downloaded the most during 2022, and aims to answer some early questions if you want to create or update your site.- Most comments received: my free training on 21 Ways I Spot Your DIY Website. I took a risk here and used real websites in my videos, to point out areas for improvement. So far, nobody has complained!
- Most popular low-cost resource: Done For You Content Calendar, an undated collection that’s packed with ideas for your blog, newsletter, and social media posts. I also offer this as an “upsell” when someone joins my email list. This could also be a profitable technique for you, if you have a useful digital product that relates well to your topic or specialism.
- Most visited blog article: much to my surprise, How to Embed a Substack Form in Your Website is out-performing every other page on my site. I wrote this on a whim, after I started to see chatter in author communities about using Substack for an easy blog / newsletter combo.
- Most popular inspiration post: this round-up of the Best Author Websites Built Using Squarespace. Even if your website is on a different platform, it’s fun to see the design choices that the most successful authors are making.
- Most frequently asked question in a webinar or workshop: How does an author get started with SEO (Search Engine Optimization)? I answered it in this article that lists Best SEO Tools for Beginners, with an overview of some basic SEO steps that are worthwhile for all of us, even if SEO is not on your list as a primary marketing tactic.
- Most popular DIY website template: Surrey. As well as custom website design services, I offer a small collection of started-for-you Squarespace templates. This was another surprise for me: despite my main audience being authors, the template that did best this year is aimed at a service-based business. I had expected either my one-book template, or multiple-books option, to do best.
- Most popular on Instagram: I posted a photo of lavender outside Clare College, Cambridge, when I visited my birthplace in June. This (and a post about a quirky cheese shop in Colorado) did better than my posts sharing website tips and examples!
- Most popular on Pinterest: Should you make your website using Canva explored a new service from this hugely popular online design tool.
Insights from this quick analysis include:
- A topic that does well on one platform may have little impact on another. For example: Canva is apparently a hot topic for Pinterest users.
- Using SEO research tools to decide what to write about is a good start… but equally, writing on a whim about a topic that just “feels current” can have even more powerful results. (Example: my surprise hit with Substack)
- Engagement and enthusiasm do not necessarily equate to business results. My audience on Instagram appreciates attractive and whimsical posts, but this isn’t how my clients find me.
- Much of the content I produce demonstrates my expertise and enthusiasm as a website designer, so that authors feel comfortable and confident in either hiring me for custom website design, or purchasing a DIY resource. However, I am often tempted to spread my efforts too thinly, and to spend time on the “busy work” of marketing, instead of the channels where my ideal client is most open to connection.
I enjoyed reading a similar post from BAIPA member and attorney Kelley Way, listing her top blog posts of 2022. Will you join us in looking back at your 2022 content and marketing efforts?
If so, what are the lessons for you?