This Is Why Your Content Marketing Isn’t Performing (And How You Can Fix It!)
In today’s competitive landscape of online marketing, there’s no doubt that content is king. Content is everywhere we look and people love consuming it! It should come as no surprise that content is at the core of almost all marketing strategies, with about 94% of small companies centralising their efforts on content marketing. Having said this, with nearly every businesses now focussing their marketing efforts on content, it’s becoming progressively tricky to stick out from the crowd and make your content marketing interesting and successful.
Have you attempted content marketing only to find that you’re not getting the desired outcomes? Well, you’re quite likely one of many organisations that are in the same boat. Don’t lose faith though, there’s no doubt that content marketing is one of the most beneficial ways of boosting your customer base. So, here are four reasons why your content marketing may not be working and most importantly, the best way to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and set KPIs to measure results, how can you possibly improve? Putting up blogs and sending tweets are great, but if you don’t have any aims then you’re just aiming in the dark. To generate interesting content that users will engage with, you need to have a clearly-defined strategy that should be aligned with your business goals.
Regardless if you want to grow brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs coupled with short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your target audience, the purpose of your content, and the kind of content that will work best for you.
- Your content is not unique
With the massive number of online companies these days, it’s essential that your content is distinguishable from others. Too many businesses will generate content without examining the landscape and subsequently produce content that simply gets lost in the crowd. Your content should be exciting, stimulating, and most importantly, deliver value to readers by supplying solutions to typical pain-points in your niche. Alongside this, different types of content suit different communication techniques, so consider the most effective ways you can achieve this, either through infographics, videos, diagrams, or even just thought-provoking or exciting text.
- You don’t advertise your content
One of the biggest oversights that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve created the most ground-breaking article the planet has ever seen, who will see it if they don’t know it exists? To flourish with your content marketing, it’s critical that you promote your content through all available avenues, including:
Social media (Facebook, Twitter, Reddit, Google+).
Adding internal links to your blog post.
Pitching to influencers and bloggers in your niche.
Submitting it as a guest post to bloggers in your industry.
Featuring links to your content when commenting on other forums and blogs.
- Your content is not search engine friendly.
Content represents a generous portion of your SEO, so it’s essential that your content is SEO friendly and never use black hat tactics to try to improve results. Keyword stuffing is a standard mistake that companies will make in their content creation, coupled with duplicate content, using the wrong keywords, and not optimising meta tags.
Do some groundwork to discover the most appropriate keywords that your target market would use to find your content. At the same time, use meta tags to your benefit to attract more users to your blog. Search engines always wish to deliver the best content to users, so if your content is intriguing then other sites will link to it, increasing the chances of securing more high-quality, trusted links from relevant businesses.
At the end of the day, there can be thousands of reasons why your content marketing isn’t giving you the intended results, however the above recommendations should address the majority of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Undertake as much research as you can about your target market, your competition, and your keywords, and generate meaningful content that your readers will naturally engage with.
If you’re about to give up on content marketing because of poor results, speak with Internet Marketing Experts Hobart who will be able to point you in the right direction. Phone 1300 595 013, or alternatively visit our website for additional information: http://www.internetmarketingexpertshobart.com.au