This Is Why Your Content Marketing Isn’t Working (And Tips On How To Fix It!)
In today’s challenging environment of online marketing, there’s no doubt that content is king. Content is all around us and individuals love consuming it! It should come as no surprise that content is at the centre of most marketing techniques, with somewhere around 94% of small companies concentrating their efforts on content marketing. Having said this, with so many businesses now directing their marketing efforts on content, it’s becoming progressively tricky to stick out from the crowd and make your content marketing appealing and successful.
Have you tried content marketing only to discover that you’re not getting the desired outcomes? Well, you’re quite likely one of many businesses that are in the same boat. Don’t lose faith though, there’s no question that content marketing is among the most useful ways of boosting your customer base. So, here are four reasons why your content marketing may not be working and importantly, ways to fix them!
- You don’t have a strategy
Similar to any investment, if you don’t have a strategy and assigned KPIs to measure results, how can you possibly improve? Submitting blogs and sending tweets are great, but if you don’t have any aims then you’re merely aiming in the dark. To construct captivating content that followers will engage with, you need to have a clearly-defined strategy that should align with your business goals.
Regardless of whether you intend to improve brand awareness, website traffic, or conversion rates, your strategy should include KPIs in addition to 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 types of content that will work best for you.
- Your content is not distinct
With the sheer quantity of online companies nowadays, it’s pivotal that your content is distinguishable from others. Too many businesses will generate content without examining the competition and as a result craft content that just gets lost in the crowd. Your content should be interesting, fun, and most importantly, offer value to users by offering solutions to prevalent pain-points in your niche. Along with this, different types of content suit different communication techniques, so think about the most effective ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or intriguing text.
- You don’t promote your content
One of the greatest errors that small companies make with their content marketing is that they don’t actually market it! Even if you’ve created the most ground-breaking article the world has ever seen, who will see it if they don’t know it exists? If you want to be successful with your content marketing, it’s vital that you promote 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 market.
Including 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 important that your content is SEO friendly and never use black hat tactics to try to boost results. Keyword stuffing is a popular mistake that businesses will make in their content creation, in conjunction with duplicate content, using the wrong keywords, and not optimising their meta tags.
Conduct some groundwork to uncover the most suitable keywords that your target audience would use to find your content. Likewise, use meta tags to your benefit to draw more users to your blog. Search engines always intend to deliver the best content to users, so if your content is valued then other sites will link to it, increasing the chances of obtaining more high-quality, reliable links from relevant businesses.
At the end of the day, there may be hundreds of reasons why your content marketing isn’t offering you the intended results, however these recommendations should address the majority of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Conduct as much research as you can about your viewers, your competitors, and your keywords, and develop captivating content that your users will naturally engage with.
If you’re about to give up on content marketing because of poor results, speak with Internet Marketing Experts Dubbo who can point you in the right direction. Phone 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertsdubbo.com.au