This Is Why Your Content Marketing Isn’t Performing (And The Best Way To Fix It!)
In today’s competitive environment of internet marketing, there’s no doubt that content is king. Content is everywhere and folks love consuming it! It should come as no surprise that content is at the heart of almost all marketing techniques, with an estimated 94% of small companies directing their efforts on content marketing. Having said that, with nearly every businesses now directing their marketing campaigns on content, it’s becoming progressively challenging to stick out from the crowd and make your content marketing stimulating and successful.
Have you tried content marketing only to discover that you’re not getting the desired outcomes? Well, you’re probably one of many businesses that are in the same boat. Don’t lose faith though, there’s no question that content marketing is one of the most helpful ways of broadening your customer base. So, here are four reasons why your content marketing might not be performing and most importantly, the best way to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and set KPIs to quantify results, how can you possibly improve? Putting up blogs and sending tweets are wonderful, but if you don’t have any aspirations then you’re just aiming in the dark. In order to create meaningful content that visitors will engage with, you need to have a clearly-defined strategy that should be aligned with your business goals.
Regardless of whether you want to improve brand awareness, website traffic, or conversion rates, your strategy should include KPIs coupled 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 original
With the massive number of online business in today’s times, it’s essential that your content is distinguishable from others. Too many businesses will design content without analysing the landscape and subsequently create content that merely gets lost in the crowd. Your content should be exciting, amusing, and most importantly, deliver value to readers by presenting solutions to frequent pain-points in your niche. In addition to this, different types of content suit different communication methods, so think about the most effective ways you can do this, either through video, infographics, diagrams, or even just thought-provoking or interesting text.
- You don’t promote your content
One of the greatest mistakes 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 planet has ever seen, who will see it if they have no idea it exists? In order to be successful with your content marketing, it’s very important that you promote your content through all available means, including:
Social networking sites (Facebook, Twitter, Google+, Reddit).
Adding internal links to your articles.
Pitching to influencers and bloggers in your market.
Proposing it as a guest post to bloggers in your sector.
Featuring links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content embodies a significant portion of your SEO, so it’s necessary that your content is SEO friendly and never use black hat tactics to attempt to enhance results. Keyword stuffing is a popular 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 probing to discover the most appropriate keywords that your target market would use to find your content. Additionally, use meta tags to your strengths to draw more viewers to your blog. Search engines always want to deliver the best content to users, so if your content is engaging then other sites will link to it, increasing the likelihood of gaining more high-quality, credible links from relevant businesses.
At the end of the day, there may be hundreds of reasons why your content marketing isn’t delivering you the intended results, however the above points should cover most of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Undertake as much research as you can about your target audience, your competition, and your keywords, and create meaningful content that your users will naturally engage with.
If you’re contemplating giving up on content marketing because of poor results, talk with Internet Marketing Experts Rockhampton who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for additional information: http://www.internetmarketingexpertsrockhampton.com.au