This Is Why Your Content Marketing Isn’t Performing (And Ways To Fix It!)
In today’s hostile landscape of internet marketing, there’s no doubt that content is king. Content is all around you and people love consuming it! It should come as no surprise that content is at the heart of nearly all marketing techniques, with around 94% of small companies centralising their efforts on content marketing. Having said this, with nearly every businesses now focussing their marketing initiatives on content, it’s becoming ever more tricky to stick out from the crowd and make your content marketing interesting and compelling.
Have you attempted content marketing but found that you’re not getting the intended benefits? Well, you’re most probably one of many organisations that are in the same boat. Don’t give up though, there’s no question that content marketing is one of the most helpful ways of growing your customer base. So, here are four reasons why your content marketing might not be working and most importantly, the best way to fix them!
- You don’t have a strategy
Similar to any investment, if you don’t have a strategy and set KPIs to assess results, how can you possibly improve? Uploading blogs and sending tweets are great, but if you don’t have any end goals then you’re simply aiming in the dark. In order to craft stimulating content that readers will engage with, you need to have a clearly-defined strategy that should align with your business objectives.
Whether you want to improve brand awareness, website traffic, or conversion rates, your strategy should include KPIs in conjunction with short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your viewers, the purpose of your content, and the kind of content that will work best for you.
- Your content is not distinct
With the massive quantity of online companies nowadays, it’s pivotal that your content is distinct from others. Too many businesses will design content without exploring the competition and consequently construct content that simply gets lost in the crowd. Your content should be captivating, engaging, and most importantly, deliver value to your audience by offering solutions to usual pain-points in your niche. In addition to this, different types of content suit different communication approaches, so contemplate the most effective ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or engaging text.
- You don’t promote your content
Among the biggest mistakes that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve produced the most ground-breaking article the planet has ever seen, who will view it if they have no idea it exists? In order to prosper with your content marketing, it’s very important that you advertise your content through all available avenues, including:
Social networking sites (Facebook, Twitter, Reddit, Google+).
Adding internal links to your blog post.
Pitching to influencers and bloggers in your sector.
Proposing it as a guest post to bloggers in your industry.
Providing links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content constitutes a considerable portion of your SEO, so it’s essential that your content is SEO friendly and never use black hat tactics to try to enhance results. Keyword stuffing is a common mistake that companies will make in their content creation, together with using the wrong keywords, duplicate content, and not optimising their meta tags.
Undertake some homework to identify the most suitable keywords that your target market would use to find your content. At the same time, use meta tags to your strengths to draw more viewers to your blog. Search engines always want to deliver the best content to users, so if your content is engaging then other sites will link to it, increasing the possibility of earning more high-quality, trusted links from relevant businesses.
At the end of the day, there might be thousands of reasons why your content marketing isn’t delivering you the intended results, however these recommendations should cover most of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Do as much research as you can about your target audience, your competition, and your keywords, and produce captivating content that your viewers will naturally engage with.
If you’re thinking about giving up on content marketing because of poor results, get in touch with Internet Marketing Experts Launceston who will be able to point you in the right direction. Phone 1300 595 013, or alternatively visit our website for more information: http://www.internetmarketingexpertslaunceston.com.au