This Is Why Your Content Marketing Isn’t Performing (And How You Can Fix It!)

This Is Why Your Content Marketing Isn’t Performing (And How You Can Fix It!)

In today’s aggressive environment of internet marketing, there’s no doubt that content is king. Content is everywhere and people love consuming it! It should come as no surprise that content is at the core of almost all marketing strategies, with somewhere around 94% of small companies centralising their efforts on content marketing. Having said this, with almost all companies now focussing their marketing initiatives on content, it’s becoming ever more difficult to stand out from the crowd and make your content marketing interesting and compelling.


Have you tried content marketing only to discover that you’re not getting the intended outcomes? Well, you’re undoubtedly 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 helpful ways of broadening your customer base. So, here are four reasons why your content marketing might not be working and most importantly, how you can fix them!


  1. You don’t have a strategy


Like any investment, if you don’t have a strategy and specific KPIs to assess results, how can you possibly improve? Submitting blogs and sending tweets are effective, but if you don’t have any aims then you’re merely aiming in the dark. To craft stimulating content that viewers will engage with, you must have a clearly-defined strategy that should be aligned with your business goals.


Regardless of whether you intend to boost brand awareness, website traffic, or conversion rates, your strategy should include 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 target audience, the purpose of your content, and the types of content that will work best for you.


  1. Your content is not unique


With the sheer number of online companies nowadays, it’s imperative that your content is distinguishable from others. Too many businesses will develop content without investigating the competition and as a result generate content that simply gets lost in the crowd. Your content should be appealing, engaging, and most importantly, deliver value to readers by supplying solutions to typical pain-points in your niche. Along with this, different types of content suit different communication methods, so consider the most effective ways you can achieve this, either through video, infographics, diagrams, or even just thought-provoking or captivating text.


  1. You don’t promote your content


One of the greatest mistakes 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 world has ever seen, who will read it if they don’t know it exists? To prosper with your content marketing, it’s integral that you promote your content through all available channels, including:


Social media (Facebook, Twitter, Google+, Reddit).

Email newsletters.

Adding internal links to your blog post.

Pitching to influencers and bloggers in your industry.

Submitting it as a guest post to bloggers in your sector.

Providing links to your content when commenting on other blogs and forums.


  1. Your content is not search engine friendly.


Content comprises a sizeable portion of your SEO, so it’s vital that your content is SEO friendly and never use black hat tactics to try to improve results. Keyword stuffing is a common mistake that businesses will make in their content creation, coupled with using the wrong keywords, duplicate content, and not optimising meta tags.


Do some groundwork to find the most suitable keywords that your audience would use to find your content. Likewise, use meta tags to your advantage to draw more viewers to your blog. Search engines always wish to deliver the best content to users, so if your content is intriguing then other sites will link to it, increasing the likelihood of achieving more high-quality, reliable 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 desired results, however these points should encompass the majority of them. If you’re going to invest in content marketing, you can’t do it half-heartedly. Do as much research as you can about your viewers, your competition, and your keywords, and develop stimulating content that your users will naturally engage with.


If you’re contemplating giving up on content marketing due to substandard results, talk to Internet Marketing Experts Gold Coast who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for more information:


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