This Is Why Your Content Marketing Isn’t Performing (And The Best Way To Fix It!)
In today’s saturated environment of online marketing, there’s no doubt that content is king. Content is everywhere we look and individuals love consuming it! It should come as no surprise that content is at the heart of nearly all marketing techniques, with roughly 94% of small companies directing their efforts on content marketing. Having said that, with so many companies now centralising their marketing initiatives on content, it’s becoming progressively challenging to stand out from the crowd and make your content marketing engaging and powerful.
Have you tried content marketing but found that you’re not getting the intended 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 one of the most beneficial ways of enhancing your customer base. So, here are four reasons why your content marketing may not be working and most importantly, ways to fix them!
- You don’t have a strategy
Similar to any investment, if you don’t have a strategy and established KPIs to assess results, how can you possibly improve? Publishing blogs and sending tweets are great, but if you don’t have any plans then you’re just aiming in the dark. For you to craft meaningful content that readers will engage with, you need to have a clearly-defined strategy that should align with your business goals.
Regardless if you intend to boost 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 original
With the sheer amount of online business nowadays, it’s paramount that your content is distinct from others. Too many businesses will generate content without analysing the competition and consequently create content that simply gets lost in the crowd. Your content should be captivating, engaging, and most importantly, deliver value to readers by providing solutions to frequent pain-points in your niche. Along with this, different types of content suit different communication approaches, so take into account the most effective ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or engaging text.
- You don’t advertise your content
Some of the greatest oversights that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve created the most ground-breaking article the world has ever witnessed, who will see it if they don’t know it exists? To be successful with your content marketing, it’s paramount that you promote 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.
Submitting it as a guest post to bloggers in your market.
Featuring links to your content when commenting on other forums and blogs.
- Your content is not search engine friendly.
Content encompasses a hefty portion of your SEO, so it’s crucial 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, in conjunction with using the wrong keywords, duplicate content, and not optimising meta tags.
Undertake some homework to discover the most desirable keywords that your viewers would use to find your content. Also, use meta tags to your benefit to entice more visitors to your blog. Search engines always wish to deliver the best content to users, so if your content is intriguing then other sites will link to it, increasing the possibility of gaining more high-quality, trusted links from relevant businesses.
At the end of the day, there may be thousands of reasons why your content marketing isn’t offering you the desired results, however these points should cover 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 viewers, your competitors, and your keywords, and generate captivating content that your visitors will naturally engage with.
If you’re contemplating giving up on content marketing due to poor results, contact Internet Marketing Experts Kalgoorlie who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertskalgoorlie.com.au