This Is Why Your Content Marketing Isn’t Performing (And Tips On How To Fix It!)
In today’s hostile environment of internet marketing, there’s no doubt that content is king. Content is all around us and folks love consuming it! It should come as no surprise that content is at the hub of most marketing strategies, with roughly 94% of small businesses focussing their efforts on content marketing. Having said that, with almost all companies now concentrating their marketing campaigns on content, it’s becoming ever more challenging to stick out from the crowd and make your content marketing engaging and successful.
Have you tried content marketing only to find that you’re not getting the intended results? Well, you’re undoubtedly one of many companies that are in the same boat. Don’t lose faith though, there’s no question that content marketing is one of the most powerful ways of increasing your customer base. So, here are 4 reasons why your content marketing may not be performing and most importantly, the best way to fix them!
- You don’t have a strategy
Just like any investment, if you don’t have a strategy and set KPIs to measure results, how can you possibly improve? Putting up blogs and sending tweets are fantastic, but if you don’t have any end goals then you’re just aiming in the dark. For you to create stimulating content that followers will engage with, you need to have a clearly-defined strategy that should be aligned with your business objectives.
Regardless of whether you intend to improve brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs along with short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your audience, the purpose of your content, and the types of content that will work best for you.
- Your content is not distinct
With the enormous number of online business nowadays, it’s essential that your content is distinct from others. Too many businesses will produce content without examining the competition and subsequently develop content that merely gets lost in the crowd. Your content should be exciting, enjoyable, and most importantly, deliver value to visitors by offering solutions to frequent pain-points in your niche. Along with this, different types of content suit different communication methods, so contemplate the most effective ways you can achieve this, either through video, infographics, diagrams, or even just thought-provoking or entertaining text.
- You don’t promote 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 produced the most ground-breaking article the planet has ever seen, who will view it if they have no idea it exists? In order to succeed with your content marketing, it’s imperative that you advertise your content through all available means, including:
- Social media (Facebook, Twitter, Reddit, Google+).
- Email newsletters.
- Adding internal links to your articles.
- Pitching to influencers and bloggers in your sector.
- Submitting it as a guest post to bloggers in your niche.
- Including links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content constitutes a considerable 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 common mistake that businesses will make in their content creation, along with using the wrong keywords, duplicate content, and not optimising meta tags.
Conduct some probing to uncover the most appropriate keywords that your viewers would use to find your content. Moreover, use meta tags to your advantage to draw more users to your blog. Search engines always want to deliver the best content to users, so if your content is valuable then other sites will link to it, increasing the likelihood of acquiring more high-quality, trusted links from relevant businesses.
At the end of the day, there might be hundreds of reasons why your content marketing isn’t giving you the intended results, however these points should encompass the majority 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 construct intriguing content that your viewers will naturally engage with.
If you’re thinking about giving up on content marketing due to poor results, talk to Internet Marketing Experts Adelaide who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertsadelaide.com.au