This Is Why Your Content Marketing Isn’t Working (And Ways To Fix It!)
In today’s extreme landscape of internet 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 heart of most marketing tactics, with about 94% of small companies concentrating their efforts on content marketing. Having said this, with almost all companies now focussing their marketing efforts on content, it’s becoming increasingly complex to stand out from the crowd and make your content marketing interesting and compelling.
Have you attempted content marketing but found that you’re not getting the intended outcomes? Well, you’re very 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 powerful ways of enhancing your customer base. So, here are four reasons why your content marketing may not be performing and most importantly, the best way to fix them!
- You don’t have a strategy
Similar to any investment, if you don’t have a strategy and set KPIs to measure results, how can you possibly improve? Publishing blogs and sending tweets are excellent, but if you don’t have any aspirations then you’re simply aiming in the dark. To craft stimulating content that viewers will engage with, you must have a clearly-defined strategy that should be aligned with your business objectives.
Regardless if you intend to enhance 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 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 massive number of online business in today’s times, it’s pivotal that your content is distinguishable from others. Too many businesses will design content without inspecting the landscape and consequently generate content that simply gets lost in the crowd. Your content should be exciting, engaging, and most importantly, deliver value to your audience by offering solutions to usual pain-points in your niche. In addition to this, different kinds of content suit different communication methods, so think about the best ways you can accomplish this, either through infographics, videos, diagrams, or even just thought-provoking or entertaining text.
- You don’t advertise your content
One of the greatest oversights that small companies make with their content marketing is that they don’t actually market it! Even if you’ve produced the most ground-breaking article the world has ever witnessed, who will read it if they have no idea it exists? To flourish with your content marketing, it’s critical 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 large portion of your SEO, so it’s important that your content is SEO friendly and never use black hat tactics to attempt to improve results. Keyword stuffing is a standard mistake that companies will make in their content creation, along with duplicate content, using the wrong keywords, and not optimising their meta tags.
Undertake some groundwork to uncover the most suitable keywords that your viewers would use to find your content. In addition, use meta tags to your advantage to attract 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 prospects of securing more high-quality, trusted links from relevant businesses.
At the end of the day, there could be hundreds of reasons why your content marketing isn’t delivering you the intended results, however the above recommendations should take care of 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 audience, your competitors, and your keywords, and construct captivating content that your readers will naturally engage with.
If you’re thinking about giving up on content marketing because of substandard results, contact Internet Marketing Experts Port Macquarie who will be able to point you in the right direction. Call 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertsportmacquarie.com.au