In today’s demanding landscape of internet marketing, there’s no doubt that content is king. Content is everywhere you look and folks love consuming it! It should come as no surprise that content is at the heart of almost all marketing tactics, with approximately 94% of small businesses focussing their efforts on content marketing. Having said that, with nearly every companies now focussing their marketing campaigns on content, it’s becoming extremely difficult 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 intended outcomes? Well, you’re most probably 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 growing your customer base. So, here are four reasons why your content marketing might 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 set KPIs to quantify 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 stimulating content that users will engage with, you must have a clearly-defined strategy that should be aligned with your business goals.
Whether you want to raise brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs in conjunction 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 distinct
With the enormous amount of online companies in today’s times, it’s essential that your content is distinct from others. Too many businesses will construct content without exploring the landscape and consequently construct content that simply gets lost in the crowd. Your content should be captivating, engaging, and most importantly, deliver value to readers by presenting solutions to typical pain-points in your niche. Along with this, different types of content suit different communication approaches, so think about the best ways you can do this, either through video, infographics, diagrams, or even just thought-provoking or interesting text.
- You don’t promote your content
One of the biggest oversights that small companies 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 view it if they have no idea it exists? In order to flourish with your content marketing, it’s vital 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 market.
Submitting it as a guest post to bloggers in your niche.
Featuring links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content makes up 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 frequent mistake that companies will make in their content creation, in addition to duplicate content, using the wrong keywords, and not optimising meta tags.
Conduct some probing to uncover the most desirable keywords that your target market would use to find your content. Likewise, use meta tags to your strengths to draw more visitors to your blog. Search engines always intend to deliver the best content to users, so if your content is valued then other sites will link to it, increasing the possibility of achieving 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 giving you the desired results, however the above points should address most of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Conduct as much research as you can about your target audience, your competition, and your keywords, and generate interesting content that your audience will naturally engage with.
If you’re thinking about giving up on content marketing due to substandard results, connect with Internet Marketing Experts 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.internetmarketingexperts.net.au