In today’s extreme landscape of online marketing, there’s no question that content is king. Content is pretty much everywhere and individuals love consuming it! It should come as no surprise that content is at the centre of nearly all marketing tactics, with roughly 94% of small businesses directing their efforts on content marketing. Having said that, with nearly every businesses now honing their marketing campaigns on content, it’s becoming ever more challenging to stand out from the crowd and make your content marketing stimulating and effective.
Have you attempted content marketing only to discover that you’re not getting the intended results? Well, you’re most likely one of many businesses that are in the same boat. Don’t lose faith though, there’s no question that content marketing is one of the most effective ways of expanding your customer base. So, here are four reasons why your content marketing might not be performing and most importantly, the best way to 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? Putting up blogs and sending tweets are terrific, but if you don’t have any aspirations then you’re just aiming in the dark. For you to produce stimulating content that followers will engage with, you must have a clearly-defined strategy that should align with your business objectives.
Regardless of whether you wish to increase brand awareness, website traffic, or conversion rates, your strategy should incorporate KPIs coupled 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 original
With the massive number of online business nowadays, it’s imperative that your content is distinct from others. Too many businesses will develop content without exploring the competition and subsequently develop content that just gets lost in the crowd. Your content should be captivating, amusing, and most importantly, offer value to visitors by offering solutions to usual pain-points in your niche. Alongside this, different types of content suit different communication methods, so think about the best ways you can achieve this, either through infographics, videos, diagrams, or even just thought-provoking or entertaining text.
- You don’t advertise your content
One 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 world has ever seen, who will read it if they don’t know it exists? For you to triumph with your content marketing, it’s crucial that you promote your content through all available avenues, including:
Social media (Facebook, Twitter, Reddit, Google+).
Adding internal links to your blog post.
Pitching to influencers and bloggers in your sector.
Proposing it as a guest post to bloggers in your sector.
Including links to your content when commenting on other blogs and forums.
- Your content is not search engine friendly.
Content makes up a considerable 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 typical mistake that companies will make in their content creation, in conjunction with duplicate content, using the wrong keywords, and not optimising their meta tags.
Do some research to discover the most suitable keywords that your viewers would use to find your content. Additionally, use meta tags to your advantage to entice more visitors 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 possibility of achieving more high-quality, reliable 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 these recommendations should encompass most of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Do as much research as you can about your target audience, your competitors, and your keywords, and produce stimulating content that your users will naturally engage with.
If you’re about to give up on content marketing due to substandard results, connect with Internet Marketing Experts Mackay who will be able to point you in the right direction. Call 1300 595 013, or alternatively visit our website for further information: http://www.internetmarketingexpertsmackay.com.au