This Is Why Your Content Marketing Isn’t Working (And How You Can Fix It!)
In today’s extreme environment of online marketing, there’s no question that content is king. Content is just about everywhere and folks love consuming it! It should come as no surprise that content is at the heart of almost all marketing techniques, with roughly 94% of small businesses directing their efforts on content marketing. Having said this, with almost all businesses now directing their marketing campaigns on content, it’s becoming ever more complex to stand out from the crowd and make your content marketing appealing and compelling.
Have you attempted content marketing only to find that you’re not getting the intended benefits? Well, you’re quite likely one of many companies that are in the same boat. Don’t lose faith though, there’s no question that content marketing is one of the most helpful ways of developing your customer base. So, here are 4 reasons why your content marketing may not be performing and importantly, ways to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and assigned KPIs to assess results, how can you possibly improve? Submitting blogs and sending tweets are fantastic, but if you don’t have any end goals then you’re just aiming in the dark. To produce stimulating content that visitors will engage with, you need to have a clearly-defined strategy that should align with your business objectives.
Whether you intend to raise brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs as well as short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your target market, the purpose of your content, and the types of content that will work best for you.
- Your content is not unique
With the enormous amount of online business nowadays, it’s pivotal that your content is distinct from others. Too many businesses will produce content without examining the landscape and as a result design content that just gets lost in the crowd. Your content should be intriguing, fun, and most importantly, offer value to your audience by providing solutions to frequent pain-points in your niche. In addition to this, different types of content suit different communication approaches, so take into account the most effective ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or captivating text.
- You don’t advertise your content
Among the biggest mistakes that small companies make with their content marketing is that they don’t actually market it! Even if you’ve developed the most ground-breaking article the planet has ever seen, who will view it if they don’t know it exists? For you to succeed with your content marketing, it’s very important that you advertise your content through all available avenues, including:
Social media (Facebook, Twitter, Reddit, Google+).
Adding internal links to your articles.
Pitching to influencers and bloggers in your niche.
Proposing it as a guest post to bloggers in your niche.
Providing links to your content when commenting on other forums and blogs.
- Your content is not search engine friendly.
Content comprises a significant portion of your SEO, so it’s necessary that your content is SEO friendly and never use black hat tactics to attempt to enhance results. Keyword stuffing is a popular mistake that businesses will make in their content creation, along with using the wrong keywords, duplicate content, and not optimising meta tags.
Do some groundwork to discover the most effective keywords that your target market would use to find your content. In addition, use meta tags to your benefit to entice more visitors to your blog. Search engines always wish to deliver the best content to users, so if your content is beneficial then other sites will link to it, increasing the prospects of acquiring more high-quality, trusted links from relevant businesses.
At the end of the day, there may be thousands of reasons why your content marketing isn’t giving you the intended results, however the above points should deal with 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 audience, your competitors, and your keywords, and produce meaningful content that your audience will naturally engage with.
If you’re contemplating giving up on content marketing because of substandard results, talk to Slingshot Internet Marketing who will be able to point you in the right direction. Call 1300 477 310, or alternatively visit our website for further information: http://www.slingshotinternetmarketing.com