This Is Why Your Content Marketing Isn’t Performing (And How To Fix It!)
In today’s hostile environment of online marketing, there’s no doubt 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 hub of most marketing methodologies, with about 94% of small companies centralising their efforts on content marketing. Having said that, with so many companies now centralising their marketing initiatives on content, it’s becoming increasingly complex to stand out from the crowd and make your content marketing interesting and powerful.
Have you attempted content marketing only to discover that you’re not getting the desired benefits? Well, you’re most probably one of many businesses that are in the same boat. Don’t give up though, there’s no doubt that content marketing is one of the most useful ways of boosting your customer base. So, here are 4 reasons why your content marketing may not be performing and most importantly, tips on how to fix them!
- You don’t have a strategy
Like any investment, if you don’t have a strategy and assigned KPIs to measure results, how can you possibly improve? Putting up blogs and sending tweets are terrific, but if you don’t have any plans then you’re merely aiming in the dark. In order to craft stimulating content that visitors will engage with, you must have a clearly-defined strategy that should be aligned with your business objectives.
Regardless if you wish to enhance brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs alongside short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your audience, the purpose of your content, and the kind of content that will work best for you.
- Your content is not unique
With the massive amount of online companies these days, it’s pivotal that your content is distinguishable from others. Too many businesses will craft content without investigating the competition and consequently create content that merely gets lost in the crowd. Your content should be entertaining, enjoyable, and most importantly, deliver value to users by offering solutions to usual pain-points in your niche. In addition to this, different kinds of content suit different communication methods, so take into consideration the best ways you can accomplish this, either through video, infographics, diagrams, or even just thought-provoking or engaging 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 read 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 means, including:
Social media (Facebook, Twitter, Reddit, Google+).
Adding internal links to your articles.
Pitching to influencers and bloggers in your sector.
Proposing it as a guest post to bloggers in your market.
Including links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content consists of a generous portion of your SEO, so it’s vital that your content is SEO friendly and never use black hat tactics to try to enhance results. Keyword stuffing is a common mistake that companies will make in their content creation, in addition to using the wrong keywords, duplicate content, and not optimising meta tags.
Perform some probing to obtain the most appropriate keywords that your viewers would use to find your content. At the same time, use meta tags to your advantage to draw more viewers to your blog. Search engines always want to deliver the best content to users, so if your content is beneficial then other sites will link to it, increasing the possibility of securing more high-quality, credible links from relevant businesses.
At the end of the day, there might be hundreds of reasons why your content marketing isn’t giving you the intended results, however the aforementioned points should take care of the majority of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Perform as much research as you can about your viewers, your competitors, and your keywords, and develop intriguing content that your audience will naturally engage with.
If you’re contemplating giving up on content marketing because of poor results, get in contact with Internet Marketing Experts Alice Springs who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for additional information: http://www.internetmarketingexpertsalicesprings.com.au