In today’s demanding landscape of online marketing, there’s no doubt that content is king. Content is all around us and folks love consuming it! It should come as no surprise that content is at the hub of almost all marketing techniques, with around 94% of small companies concentrating their efforts on content marketing. Having said that, with almost all companies now honing their marketing efforts on content, it’s becoming increasingly challenging to stand out from the crowd and make your content marketing appealing and successful.
Have you tried content marketing but found that you’re not getting the intended benefits? Well, you’re quite likely one of many companies that are in the same boat. Don’t give up though, there’s no question that content marketing is one of the most useful ways of expanding your customer base. So, here are 4 reasons why your content marketing may not be working 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 quantify results, how can you possibly improve? Publishing blogs and sending tweets are fine, but if you don’t have any aspirations then you’re simply aiming in the dark. To generate meaningful content that users will engage with, you must have a clearly-defined strategy that should be aligned with your business objectives.
Whether you intend to increase brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs in addition to 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 types of content that will work best for you.
- Your content is not distinct
With the enormous amount of online companies these days, it’s crucial that your content is distinct from others. Too many businesses will generate content without inspecting the landscape and subsequently create content that simply gets lost in the crowd. Your content should be interesting, fun, and most importantly, deliver value to readers by offering solutions to typical pain-points in your niche. In addition to this, different kinds of content suit different communication methods, so take into account the best ways you can do this, either through video, infographics, diagrams, or even just thought-provoking or engaging text.
- You don’t promote your content
Some of the greatest mistakes that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve developed the most ground-breaking article the planet has ever witnessed, who will view it if they don’t know it exists? For you to be successful 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 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 embodies a generous portion of your SEO, so it’s critical that your content is SEO friendly and never use black hat tactics to attempt to enhance results. Keyword stuffing is a common mistake that businesses will make in their content creation, in addition to using the wrong keywords, duplicate content, and not optimising meta tags.
Perform some homework to find the most desirable keywords that your target market would use to find your content. Also, use meta tags to your strengths to attract more users 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, trusted links from relevant businesses.
At the end of the day, there can be hundreds of reasons why your content marketing isn’t offering you the desired results, however the above points should take care of most of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Undertake as much research as you can about your target market, your competitors, and your keywords, and craft interesting content that your audience will naturally engage with.
If you’re contemplating giving up on content marketing due to poor results, talk to Internet Marketing Experts Ballarat who can point you in the right direction. Phone 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertsballarat.com.au