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

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

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In today’s aggressive environment of online 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 centre of most marketing methodologies, with approximately 94% of small companies concentrating their efforts on content marketing. Having said this, with so many businesses now centralising their marketing initiatives on content, it’s becoming significantly more tricky to stand out from the crowd and make your content marketing engaging and compelling.


Have you tried content marketing only to find that you’re not getting the desired benefits? Well, you’re 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 increasing your customer base. So, here are 4 reasons why your content marketing may not be performing and most importantly, how to fix them!


  1. You don’t have a strategy


Like any investment, if you don’t have a strategy and assigned KPIs to assess results, how can you possibly improve? Putting up blogs and sending tweets are great, but if you don’t have any targets then you’re simply aiming in the dark. In order to produce interesting content that followers will engage with, you must have a clearly-defined strategy that should be aligned with your business objectives.


Regardless if you intend to raise 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 viewers, the purpose of your content, and the types of content that will work best for you.


  1. Your content is not distinct


With the enormous number of online companies today, it’s crucial that your content is distinct from others. Too many businesses will produce content without analysing the competition and as a result design content that simply gets lost in the crowd. Your content should be exciting, amusing, and most importantly, deliver value to users by presenting solutions to prevalent pain-points in your niche. In addition to this, different types of content suit different communication techniques, so take into account the most effective ways you can do this, either through infographics, videos, diagrams, or even just thought-provoking or entertaining text.


  1. 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 see it if they have no idea it exists? If you want to flourish with your content marketing, it’s very important that you advertise your content through all available networks, including:


Social media (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 sector.

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


  1. Your content is not search engine friendly.


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


Do some research to identify the most suitable keywords that your viewers would use to find your content. Also, use meta tags to your benefit to attract 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 prospects of earning more high-quality, trusted links from relevant businesses.


At the end of the day, there could be hundreds of reasons why your content marketing isn’t delivering you the intended results, however the above recommendations should take care of the majority of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Conduct as much research as you can about your viewers, your competitors, and your keywords, and construct 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 Wagga Wagga who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for additional information:


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