This Is Why Your Content Marketing Isn’t Performing (And Ways To Fix It!)
In today’s saturated 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 core of almost all marketing strategies, with roughly 94% of small businesses directing their efforts on content marketing. Having said that, with countless businesses now centralising their marketing efforts on content, it’s becoming increasingly difficult to stand out from the crowd and make your content marketing appealing and compelling.
Have you attempted content marketing but found that you’re not getting the desired results? Well, you’re most 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 useful ways of boosting your customer base. So, here are 4 reasons why your content marketing may not be working and importantly, the best way to fix them!
You don’t have a strategy
Like any investment, if you don’t have a strategy and assigned KPIs to quantify results, how can you possibly improve? Submitting blogs and sending tweets are fantastic, but if you don’t have any aims then you’re simply aiming in the dark. To generate stimulating content that viewers will engage with, you must have a clearly-defined strategy that should align with your business objectives.
Regardless if you want to improve brand awareness, website traffic, or conversion rates, your strategy should include 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 audience, the purpose of your content, and the types of content that will work best for you.
Your content is not original
With the massive amount of online business nowadays, it’s necessary that your content is distinguishable from others. Too many businesses will develop content without examining the landscape and subsequently design content that simply gets lost in the crowd. Your content should be intriguing, fun, and most importantly, deliver value to visitors by offering solutions to typical pain-points in your niche. Alongside this, different kinds of content suit different communication methods, so think about the best ways you can accomplish this, either through video, infographics, diagrams, or even just thought-provoking or exciting text.
You don’t advertise your content
Some of the biggest errors 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 witnessed, who will see it if they don’t know it exists? In order to prevail with your content marketing, it’s vital that you promote 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 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 makes up a sizeable portion of your SEO, so it’s critical that your content is SEO friendly and never use black hat tactics to try to enhance results. Keyword stuffing is a popular mistake that companies will make in their content creation, along with using the wrong keywords, duplicate content, and not optimising their meta tags.
Undertake some probing to obtain the most desirable keywords that your viewers would use to find your content. In addition, use meta tags to your benefit to entice more viewers 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 chances of gaining 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 desired results, however these points should deal with most of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Perform as much research as you can about your audience, your competitors, and your keywords, and craft captivating content that your audience will naturally engage with.
If you’re about to give up on content marketing due to poor results, get in touch with Internet Marketing Experts Blue Mountains who can point you in the right direction. Phone 1300 595 013, or alternatively visit our website for further information: Digital Marketing Blue Mountains