In today’s hostile environment of online marketing, there’s no question that content is king. Content is everywhere and people love consuming it! It should come as no surprise that content is at the heart of nearly all marketing techniques, with nearly 94% of small businesses directing their efforts on content marketing. Having said this, with countless companies now concentrating their marketing initiatives on content, it’s becoming more and more tricky to stick out from the crowd and make your content marketing engaging and effective.
Have you tried content marketing only to find that you’re not getting the desired results? Well, you’re most 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 helpful ways of developing your customer base. So, here are 4 reasons why your content marketing might not be performing and importantly, how you can fix them!
- You don’t have a strategy
Just like any investment, if you don’t have a strategy and assigned KPIs to measure results, how can you possibly improve? Submitting blogs and sending tweets are fantastic, but if you don’t have any aims then you’re simply aiming in the dark. For you to craft interesting content that visitors will engage with, you need to have a clearly-defined strategy that should align with your business goals.
Whether you wish to enhance brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs coupled 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 types of content that will work best for you.
- Your content is not unique
With the massive number of online companies nowadays, it’s essential that your content is distinguishable from others. Too many businesses will develop content without inspecting the competition and subsequently construct content that simply gets lost in the crowd. Your content should be appealing, engaging, and most importantly, offer value to users by presenting solutions to common pain-points in your niche. In addition to this, different types of content suit different communication techniques, so take into account the most effective ways you can accomplish this, either through video, infographics, diagrams, or even just thought-provoking or entertaining text.
- You don’t promote your content
Some of the biggest errors that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve constructed the most ground-breaking article the planet has ever witnessed, who will see it if they have no idea it exists? In order to flourish with your content marketing, it’s paramount that you advertise your content through all available networks, including:
Social networking sites (Facebook, Twitter, Google+, Reddit).
Adding internal links to your articles.
Pitching to influencers and bloggers in your industry.
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 represents a substantial portion of your SEO, so it’s essential 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 homework to identify the most effective keywords that your target audience would use to find your content. Also, use meta tags to your advantage 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 chances of acquiring more high-quality, reliable 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 most of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Perform as much research as you can about your target market, your competitors, and your keywords, and create meaningful content that your audience will naturally engage with.
If you’re contemplating giving up on content marketing due to substandard results, connect with Internet Marketing Experts Lismore who can point you in the right direction. Phone 1300 595 013, or alternatively visit our website for additional information: http://www.internetmarketingexpertslismore.com.au