This Is Why Your Content Marketing Isn’t Performing (And How To Fix It!)
In today’s competitive environment of internet marketing, there’s no doubt that content is king. Content is all around us and people love consuming it! It should come as no surprise that content is at the hub of nearly all marketing techniques, with an estimated 94% of small businesses directing their efforts on content marketing. Having said that, with almost all businesses now honing their marketing initiatives on content, it’s becoming ever more challenging to stand out from the crowd and make your content marketing interesting and effective.
Have you tried content marketing only to discover that you’re not getting the intended results? Well, you’re probably one of many businesses that are in the same boat. Don’t give up though, there’s no doubt that content marketing is one of the most powerful ways of expanding your customer base. So, here are 4 reasons why your content marketing might not be performing and importantly, the best way to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and specific KPIs to quantify results, how can you possibly improve? Uploading blogs and sending tweets are excellent, but if you don’t have any aims then you’re just aiming in the dark. If you want to create meaningful content that users will engage with, you must have a clearly-defined strategy that should align with your business goals.
Regardless of whether you wish to raise 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 viewers, the purpose of your content, and the types of content that will work best for you.
- Your content is not distinct
With the enormous quantity of online business these days, it’s pivotal that your content is distinct from others. Too many businesses will design content without inspecting the competition and subsequently create content that just gets lost in the crowd. Your content should be appealing, enjoyable, and most importantly, offer value to your audience by offering solutions to common pain-points in your niche. Alongside this, different kinds of content suit different communication approaches, so take into consideration the best ways you can accomplish this, either through video, infographics, diagrams, or even just thought-provoking or exciting text.
- You don’t promote your content
Some of the greatest errors that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve developed 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 very important 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 industry.
Proposing it as a guest post to bloggers in your market.
Featuring links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content consists of a considerable 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 popular mistake that companies will make in their content creation, as well as duplicate content, using the wrong keywords, and not optimising their meta tags.
Undertake some research to uncover the most suitable keywords that your target market would use to find your content. Likewise, use meta tags to your strengths to attract more viewers to your blog. Search engines always intend to deliver the best content to users, so if your content is intriguing 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 offering you the intended results, however the above points should take care of 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 develop intriguing content that your readers will naturally engage with.
If you’re contemplating giving up on content marketing because of substandard results, contact Internet Marketing Experts Ellenbrook 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.internetmarketingexpertsellenbrook.com.au