This Is Why Your Content Marketing Isn’t Performing (And How You Can Fix It!)
In today’s competitive landscape of internet marketing, there’s no question that content is king. Content is pretty much everywhere and folks love consuming it! It should come as no surprise that content is at the core of almost all marketing techniques, with roughly 94% of small companies directing their efforts on content marketing. Having said this, with nearly every businesses now directing their marketing initiatives on content, it’s becoming ever more complex to stick out from the crowd and make your content marketing appealing and effective.
Have you attempted content marketing but found that you’re not getting the intended benefits? Well, you’re very likely one of many organisations 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 expanding your customer base. So, here are four reasons why your content marketing might not be performing and most importantly, ways to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and set KPIs to assess results, how can you possibly improve? Posting blogs and sending tweets are wonderful, but if you don’t have any aims then you’re merely aiming in the dark. For you to construct meaningful content that followers will engage with, you must have a clearly-defined strategy that should align with your business goals.
Regardless of whether you intend to enhance brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs in conjunction 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 distinct
With the sheer quantity of online business today, it’s imperative that your content is distinct from others. Too many businesses will design content without inspecting the landscape and subsequently develop content that just gets lost in the crowd. Your content should be captivating, engaging, and most importantly, deliver value to viewers by presenting solutions to frequent pain-points in your niche. Alongside this, different kinds of content suit different communication techniques, so take into consideration the best ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or entertaining text.
- You don’t advertise 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 crafted the most ground-breaking article the world has ever seen, who will see it if they have no idea it exists? In order to succeed with your content marketing, it’s critical that you promote your content through all available means, including:
Social networking sites (Facebook, Twitter, Reddit, Google+).
Adding internal links to your articles.
Pitching to influencers and bloggers in your sector.
Submitting it as a guest post to bloggers in your industry.
Featuring links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content represents a sizeable portion of your SEO, so it’s crucial that your content is SEO friendly and never use black hat tactics to attempt to enhance results. Keyword stuffing is a standard mistake that companies will make in their content creation, together with duplicate content, using the wrong keywords, and not optimising their meta tags.
Conduct some research to identify the most ideal keywords that your target market would use to find your content. Moreover, use meta tags to your strengths to attract more readers to your blog. Search engines always intend to deliver the best content to users, so if your content is engaging then other sites will link to it, increasing the prospects of earning 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 delivering you the desired results, however these points should address most of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Do as much research as you can about your target market, your competitors, and your keywords, and construct meaningful content that your readers will naturally engage with.
If you’re contemplating giving up on content marketing due to poor results, speak to Internet Marketing Experts Geelong 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.internetmarketingexpertsgeelong.com.au