This Is Why Your Content Marketing Isn’t Performing (And How To Fix It!)
In today’s extreme environment of online marketing, there’s no question that content is king. Content is all around you and individuals love consuming it! It should come as no surprise that content is at the centre of almost all marketing techniques, with close to 94% of small companies centralising their efforts on content marketing. Having said this, with countless businesses now focussing their marketing efforts on content, it’s becoming more and more difficult to stick out from the crowd and make your content marketing appealing and compelling.
Have you attempted content marketing but found that you’re not getting the intended benefits? Well, you’re very likely one of many companies that are in the same boat. Don’t give up though, there’s no question that content marketing is among the most beneficial ways of increasing your customer base. So, here are four reasons why your content marketing may not be performing and importantly, how to fix them!
- You don’t have a strategy
Similar to any investment, if you don’t have a strategy and assigned KPIs to quantify results, how can you possibly improve? Uploading blogs and sending tweets are terrific, but if you don’t have any goals then you’re merely aiming in the dark. For you to produce meaningful content that visitors will engage with, you need to have a clearly-defined strategy that should be aligned with your business goals.
Whether you want to improve brand awareness, website traffic, or conversion rates, your strategy should incorporate 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 market, the purpose of your content, and the types of content that will work best for you.
- Your content is not unique
With the enormous quantity of online companies nowadays, it’s vital that your content is distinct from others. Too many businesses will create content without investigating the landscape and subsequently create content that merely gets lost in the crowd. Your content should be appealing, enjoyable, and most importantly, deliver value to visitors by offering solutions to common pain-points in your niche. In addition to this, different types of content suit different communication techniques, so take into consideration the best 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 oversights that small companies 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 view it if they have no idea it exists? To succeed with your content marketing, it’s vital that you promote your content through all available channels, including:
Social media (Facebook, Twitter, Google+, Reddit).
Adding internal links to your articles.
Pitching to influencers and bloggers in your niche.
Submitting 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 comprises a generous 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 typical mistake that businesses will make in their content creation, in addition to duplicate content, using the wrong keywords, and not optimising meta tags.
Perform some groundwork to identify the most desirable keywords that your audience would use to find your content. Also, use meta tags to your strengths to entice more visitors to your blog. Search engines always intend to deliver the best content to users, so if your content is valuable then other sites will link to it, increasing the likelihood of earning more high-quality, credible 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 intended results, however the above recommendations should cover the majority of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Conduct as much research as you can about your audience, your competition, and your keywords, and produce interesting content that your users will naturally engage with.
If you’re about to give up on content marketing due to poor results, get in contact with Internet Marketing Experts Maitland who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertsmaitland.com.au