This Is Why Your Content Marketing Isn’t Performing (And Ways To Fix It!)

This Is Why Your Content Marketing Isn’t Performing (And Ways To Fix It!)

In today’s demanding environment of internet marketing, there’s no doubt that content is king. Content is pretty much everywhere and folks love consuming it! It should come as no surprise that content is at the hub of most marketing methodologies, with somewhere around 94% of small companies focussing their efforts on content marketing. Having said this, with almost all businesses now centralising their marketing initiatives on content, it’s becoming ever more tricky to stand out from the crowd and make your content marketing interesting and powerful.


Have you attempted content marketing only to find that you’re not getting the desired results? Well, you’re probably one of many companies that are in the same boat. Don’t lose faith though, there’s no doubt that content marketing is among the most effective ways of developing your customer base. So, here are four reasons why your content marketing might not be working and importantly, ways to fix them!


  1. You don’t have a strategy


Similar to any investment, if you don’t have a strategy and set KPIs to quantify results, how can you possibly improve? Uploading blogs and sending tweets are fantastic, but if you don’t have any targets then you’re just aiming in the dark. If you want to create meaningful content that users will engage with, you must have a clearly-defined strategy that should align with your business goals.


Whether you wish to increase brand awareness, website traffic, or conversion rates, your strategy should include 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.


  1. Your content is not original


With the sheer amount of online companies in today’s times, it’s crucial that your content is distinct from others. Too many businesses will construct content without inspecting the landscape and subsequently generate content that merely gets lost in the crowd. Your content should be intriguing, fun, and most importantly, offer value to users by supplying solutions to usual pain-points in your niche. Alongside this, different types of content suit different communication methods, so consider the most effective ways you can accomplish this, either through infographics, videos, diagrams, or even just thought-provoking or exciting text.


  1. You don’t advertise your content


One of the greatest errors that small businesses make with their content marketing is that they don’t actually market it! Even if you’ve crafted the most ground-breaking article the planet has ever seen, who will see it if they don’t know it exists? For you to thrive with your content marketing, it’s very important that you advertise your content through all available channels, including:


Social networking sites (Facebook, Twitter, Reddit, Google+).

Email newsletters.

Adding internal links to your articles.

Pitching to influencers and bloggers in your niche.

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

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


  1. Your content is not search engine friendly.


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


Do some probing to identify the most desirable keywords that your target audience would use to find your content. At the same time, use meta tags to your benefit to entice more viewers to your blog. Search engines always intend to deliver the best content to users, so if your content is beneficial then other sites will link to it, increasing the possibility of gaining 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 giving you the intended results, however the aforementioned points should address most 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 target market, your competition, and your keywords, and construct interesting content that your users will naturally engage with.


If you’re about to give up on content marketing because of substandard results, get in touch 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 further information:


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