This Is Why Your Content Marketing Isn’t Performing (And How You Can Fix It!)
In today’s extreme environment of online marketing, there’s no question that content is king. Content is just about everywhere and people love consuming it! It should come as no surprise that content is at the core of almost all marketing tactics, with nearly 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 increasingly difficult to stick out from the crowd and make your content marketing engaging and effective.
Have you attempted content marketing only to discover that you’re not getting the desired outcomes? 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 practical ways of boosting your customer base. So, here are four reasons why your content marketing may not be performing 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 assigned KPIs to measure results, how can you possibly improve? Publishing blogs and sending tweets are effective, but if you don’t have any goals then you’re simply aiming in the dark. To produce meaningful 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 wish to increase 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 viewers, the purpose of your content, and the kind of content that will work best for you.
- Your content is not unique
With the sheer quantity of online companies nowadays, it’s imperative that your content is distinguishable from others. Too many businesses will produce content without exploring the competition and subsequently develop content that merely gets lost in the crowd. Your content should be intriguing, engaging, and most importantly, offer value to viewers by supplying solutions to typical pain-points in your niche. Along with this, different types of content suit different communication approaches, so contemplate the best ways you can do this, either through video, infographics, diagrams, or even just thought-provoking or entertaining text.
- You don’t promote your content
Among the biggest oversights 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 witnessed, who will view it if they don’t know it exists? If you want to prevail with your content marketing, it’s paramount that you promote your content through all available means, including:
Social media (Facebook, Twitter, Google+, Reddit).
Adding internal links to your blog post.
Pitching to influencers and bloggers in your market.
Submitting 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 substantial portion of your SEO, so it’s vital that your content is SEO friendly and never use black hat tactics to attempt to enhance results. Keyword stuffing is a frequent mistake that companies will make in their content creation, in addition to duplicate content, using the wrong keywords, and not optimising their meta tags.
Undertake some groundwork to find the most desirable keywords that your target market would use to find your content. Furthermore, 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 achieving more high-quality, trusted links from relevant businesses.
At the end of the day, there could be hundreds of reasons why your content marketing isn’t offering you the intended results, however these recommendations should deal with most of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Undertake as much research as you can about your audience, your competition, and your keywords, and develop meaningful content that your users will naturally engage with.
If you’re about to give up on content marketing because of poor results, talk with Internet Marketing Experts Geraldton who can point you in the right direction. Phone 1300 595 013, or alternatively visit our website for additional information: http://www.internetmarketingexpertsgeraldton.com.au