This Is Why Your Content Marketing Isn’t Performing (And The Best Way To Fix It!)
In today’s saturated 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 most marketing strategies, with nearly 94% of small businesses concentrating their efforts on content marketing. Having said this, with so many businesses now centralising their marketing efforts on content, it’s becoming progressively challenging to stick out from the crowd and make your content marketing engaging and successful.
Have you tried content marketing only to discover that you’re not getting the desired outcomes? Well, you’re most likely one of many organisations that are in the same boat. Don’t lose faith though, there’s no question that content marketing is among the most effective ways of increasing your customer base. So, here are four reasons why your content marketing may not be working and most 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 quantify results, how can you possibly improve? Publishing blogs and sending tweets are great, but if you don’t have any objectives then you’re just aiming in the dark. To create interesting content that followers will engage with, you need to have a clearly-defined strategy that should align with your business objectives.
Regardless of whether you intend to enhance brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs together 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 business today, it’s imperative that your content is distinct from others. Too many businesses will construct content without inspecting the competition and subsequently construct content that merely gets lost in the crowd. Your content should be appealing, fun, and most importantly, deliver value to users by offering solutions to common pain-points in your niche. Along with this, different types of content suit different communication techniques, so take into consideration the best ways you can accomplish this, either through infographics, videos, diagrams, or even just thought-provoking or interesting text.
- You don’t promote your content
Some of the greatest mistakes that small businesses 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 witnessed, who will read it if they have no idea it exists? To be successful with your content marketing, it’s crucial that you promote your content through all available channels, including:
Social networking sites (Facebook, Twitter, Reddit, Google+).
Adding internal links to your articles.
Pitching to influencers and bloggers in your sector.
Proposing it as a guest post to bloggers in your market.
Including links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content embodies a substantial portion of your SEO, so it’s crucial that your content is SEO friendly and never use black hat tactics to attempt to boost results. Keyword stuffing is a common mistake that businesses will make in their content creation, along with using the wrong keywords, duplicate content, and not optimising their meta tags.
Conduct some groundwork to identify the most ideal keywords that your viewers would use to find your content. Also, use meta tags to your strengths to draw more viewers to your blog. Search engines always intend to deliver the best content to users, so if your content is valuable then other sites will link to it, increasing the likelihood of gaining 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 the aforementioned recommendations should take care of most of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Perform as much research as you can about your target market, your competitors, and your keywords, and design captivating content that your audience will naturally engage with.
If you’re about to give up on content marketing because of substandard results, speak with Internet Marketing Experts Tamworth 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.internetmarketingexpertstamworth.com.au