This Is Why Your Content Marketing Isn’t Performing (And How To Fix It!)
In today’s hostile landscape of online marketing, there’s no question that content is king. Content is everywhere you look and folks love consuming it! It should come as no surprise that content is at the core of most marketing techniques, with close to 94% of small companies concentrating their efforts on content marketing. Having said this, with nearly every companies now honing their marketing efforts on content, it’s becoming significantly more complex to stand out from the crowd and make your content marketing interesting and successful.
Have you attempted content marketing only to discover that you’re not getting the intended benefits? Well, you’re undoubtedly one of many businesses 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 performing 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? Uploading blogs and sending tweets are fantastic, but if you don’t have any objectives then you’re simply aiming in the dark. For you to construct meaningful content that viewers will engage with, you must have a clearly-defined strategy that should align with your business objectives.
Whether you want to raise brand awareness, website traffic, or conversion rates, your strategy should incorporate 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 target audience, the purpose of your content, and the kind of content that will work best for you.
- Your content is not distinct
With the sheer number of online companies today, it’s pivotal that your content is distinguishable from others. Too many businesses will generate content without examining the competition and consequently construct content that merely gets lost in the crowd. Your content should be captivating, engaging, and most importantly, offer value to users by presenting solutions to common pain-points in your niche. Alongside this, different types of content suit different communication approaches, so consider the most effective ways you can do this, either through video, infographics, diagrams, or even just thought-provoking or captivating text.
- You don’t advertise your content
Among the greatest oversights 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 world has ever witnessed, who will read it if they have no idea it exists? For you to triumph with your content marketing, it’s paramount that you advertise your content through all available means, including:
Social networking sites (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.
Incorporating links to your content when commenting on other forums and blogs.
- Your content is not search engine friendly.
Content consists of a sizeable portion of your SEO, so it’s necessary that your content is SEO friendly and never use black hat tactics to attempt to boost results. Keyword stuffing is a frequent mistake that businesses will make in their content creation, coupled with using the wrong keywords, duplicate content, and not optimising their meta tags.
Do some homework to discover the most effective keywords that your target market would use to find your content. Moreover, use meta tags to your strengths to attract more users 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 possibility of obtaining more high-quality, trusted links from relevant businesses.
At the end of the day, there could be thousands of reasons why your content marketing isn’t giving you the intended results, however these recommendations should address 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 market, your competitors, and your keywords, and craft interesting content that your visitors will naturally engage with.
If you’re about to give up on content marketing because of poor results, get in contact with Internet Marketing Experts Traralgon who will be able to point you in the right direction. Phone 1300 595 013, or alternatively visit our website for additional information: http://www.internetmarketingexpertstraralgon.com.au