This Is Why Your Content Marketing Isn’t Working (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 all around you and people love consuming it! It should come as no surprise that content is at the core of most marketing techniques, with an estimated 94% of small companies concentrating their efforts on content marketing. Having said this, with countless businesses now honing their marketing campaigns on content, it’s becoming more and more complex to stand out from the crowd and make your content marketing interesting and effective.
Have you tried content marketing but found that you’re not getting the desired benefits? Well, you’re undoubtedly one of many organisations that are in the same boat. Don’t give up though, there’s no doubt that content marketing is among the most beneficial ways of growing your customer base. So, here are four reasons why your content marketing may not be working and most importantly, tips on how to fix them!
- You don’t have a strategy
Similar to any investment, if you don’t have a strategy and established KPIs to evaluate results, how can you possibly improve? Uploading blogs and sending tweets are wonderful, but if you don’t have any aspirations then you’re merely aiming in the dark. In order to generate interesting content that viewers will engage with, you need to have a clearly-defined strategy that should be aligned with your business objectives.
Regardless if you want to increase brand awareness, website traffic, or conversion rates, your strategy should include 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 target market, the purpose of your content, and the kind of content that will work best for you.
- Your content is not original
With the sheer amount of online business today, it’s critical that your content is distinct from others. Too many businesses will design content without inspecting the landscape and as a result generate content that merely gets lost in the crowd. Your content should be entertaining, stimulating, and most importantly, offer value to your audience by providing solutions to prevalent pain-points in your niche. Along with this, different kinds of content suit different communication methods, so contemplate the best ways you can achieve this, either through infographics, videos, diagrams, or even just thought-provoking or captivating text.
- You don’t advertise your content
Among the biggest errors that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve produced the most ground-breaking article the world has ever witnessed, who will view it if they have no idea it exists? To thrive with your content marketing, it’s imperative that you promote your content through all available means, including:
Social media (Facebook, Twitter, Google+, Reddit).
Adding internal links to your articles.
Pitching to influencers and bloggers in your sector.
Proposing it as a guest post to bloggers in your sector.
Providing links to your content when commenting on other forums and blogs.
- Your content is not search engine friendly.
Content makes up a hefty portion of your SEO, so it’s crucial that your content is SEO friendly and never use black hat tactics to attempt to improve results. Keyword stuffing is a popular mistake that businesses will make in their content creation, as well as using the wrong keywords, duplicate content, and not optimising meta tags.
Conduct some probing to discover the most suitable 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 wish to deliver the best content to users, so if your content is engaging 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 could be thousands of reasons why your content marketing isn’t delivering you the intended results, however the aforementioned recommendations should deal with the majority 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 audience, your competition, and your keywords, and generate meaningful content that your audience will naturally engage with.
If you’re thinking about giving up on content marketing due to substandard results, talk to Internet Marketing Experts Darwin 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.internetmarketingexpertsdarwin.com.au