This Is Why Your Content Marketing Isn’t Working (And How You Can Fix It!)
In today’s demanding landscape of online marketing, there’s no doubt that content is king. Content is just about everywhere and people love consuming it! It should come as no surprise that content is at the hub of almost all marketing techniques, with an estimated 94% of small businesses concentrating their efforts on content marketing. Having said that, with countless companies now concentrating their marketing efforts on content, it’s becoming extremely tricky to stand 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 results? 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 among the most helpful ways of developing your customer base. So, here are 4 reasons why your content marketing might not be working and importantly, ways to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and assigned KPIs to measure results, how can you possibly improve? Publishing blogs and sending tweets are fantastic, but if you don’t have any plans then you’re just aiming in the dark. If you want to produce interesting content that viewers will engage with, you must have a clearly-defined strategy that should align with your business objectives.
Whether you wish to grow brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs alongside short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your target market, the purpose of your content, and the kind of content that will work best for you.
- Your content is not unique
With the massive amount of online business today, it’s pivotal that your content is distinguishable from others. Too many businesses will design content without examining the competition and subsequently craft content that merely gets lost in the crowd. Your content should be intriguing, fun, and most importantly, deliver value to your audience by supplying solutions to common pain-points in your niche. Along with this, different types of content suit different communication approaches, so contemplate the best ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or captivating text.
- You don’t advertise your content
Among the greatest errors that small companies make with their content marketing is that they don’t actually market it! Even if you’ve crafted the most ground-breaking article the world has ever seen, who will read it if they don’t know it exists? If you want to prevail with your content marketing, it’s paramount that you promote your content through all available means, including:
Social networking sites (Facebook, Twitter, Google+, Reddit).
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 niche.
Incorporating links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content constitutes a large portion of your SEO, so it’s critical that your content is SEO friendly and never use black hat tactics to try to improve results. Keyword stuffing is a common mistake that businesses will make in their content creation, as well as duplicate content, using the wrong keywords, and not optimising their meta tags.
Undertake some homework to find the most appropriate keywords that your viewers would use to find your content. Additionally, 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 engaging then other sites will link to it, increasing the prospects of achieving more high-quality, credible links from relevant businesses.
At the end of the day, there might be hundreds of reasons why your content marketing isn’t offering you the desired results, however these points should address the majority of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Undertake as much research as you can about your audience, your competition, and your keywords, and design meaningful content that your audience will naturally engage with.
If you’re thinking about giving up on content marketing because of substandard results, speak with Internet Marketing Experts Melbourne who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for more information: http://www.internetmarketingexpertsmelbourne.com.au