This Is Why Your Content Marketing Isn’t Performing (And Tips On How To Fix It!)
In today’s saturated environment 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 hub of nearly all marketing strategies, with close to 94% of small companies centralising their efforts on content marketing. Having said that, with so many businesses now directing their marketing campaigns on content, it’s becoming more and more complex to stick out from the crowd and make your content marketing appealing and effective.
Have you tried content marketing but found that you’re not getting the intended outcomes? Well, you’re quite likely one of many companies that are in the same boat. Don’t give up though, there’s no doubt that content marketing is one of the most beneficial ways of enhancing your customer base. So, here are 4 reasons why your content marketing may not be performing and most importantly, how you can fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and specific KPIs to measure results, how can you possibly improve? Posting blogs and sending tweets are fine, but if you don’t have any end goals then you’re simply aiming in the dark. For you to produce captivating content that viewers will engage with, you need to have a clearly-defined strategy that should be aligned with your business objectives.
Regardless if you want to increase brand awareness, website traffic, or conversion rates, your strategy should include KPIs alongside 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 kind of content that will work best for you.
- Your content is not unique
With the enormous quantity of online companies in today’s times, it’s crucial that your content is distinct from others. Too many businesses will design content without examining the landscape and subsequently create content that just gets lost in the crowd. Your content should be interesting, engaging, and most importantly, offer value to visitors by presenting solutions to usual pain-points in your niche. In addition to this, different types of content suit different communication approaches, so think about the most effective ways you can do this, either through video, infographics, diagrams, or even just thought-provoking or intriguing text.
- You don’t promote your content
Some of the biggest mistakes that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve constructed the most ground-breaking article the world has ever witnessed, who will view it if they don’t know it exists? If you want to thrive with your content marketing, it’s critical that you advertise your content through all available networks, including:
Social media (Facebook, Twitter, Google+, Reddit).
Adding internal links to your blog post.
Pitching to influencers and bloggers in your market.
Proposing it as a guest post to bloggers in your niche.
Featuring links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content comprises a generous portion of your SEO, so it’s imperative that your content is SEO friendly and never use black hat tactics to try to boost results. Keyword stuffing is a standard mistake that companies will make in their content creation, together with using the wrong keywords, duplicate content, and not optimising their meta tags.
Undertake some homework to identify the most ideal keywords that your target market would use to find your content. Additionally, use meta tags to your benefit to attract more readers to your blog. Search engines always intend to deliver the best content to users, so if your content is engaging then other sites will link to it, increasing the chances of acquiring more high-quality, trusted links from relevant businesses.
At the end of the day, there might be hundreds of reasons why your content marketing isn’t giving you the desired results, however these recommendations should cover most 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 target audience, your competition, and your keywords, and design intriguing content that your viewers will naturally engage with.
If you’re contemplating giving up on content marketing because of poor results, contact Internet Marketing Experts Bendigo who will be able to point you in the right direction. Call 1300 595 013, or alternatively visit our website for more information: http://www.internetmarketingexpertsbendigo.com.au