Reasons Why Your Content Marketing Efforts Are Failing
Have you been trying very hard with digital footprint but still not getting the expected outcome from the content marketing? Do you know why? Only 9% of B2B marketers think their organization’s use of content marketing is “very effective”, according to CMI’s industry survey. It means that the maximum of the marketers are even not sure if their efforts are effective or not.
Content marketing works, of course, it does but if you are one of the businesses who is not getting the results out of it, then it’s high time to see what’s wrong in it. If you are one of those who has been working towards the content marketing hard with no real results, then these reasons should absolutely be addressed.
Reasons Why Content Marketing Efforts Not Showing any Positive Result
Time to elaborate them one by one:
1). You don’t have buy-in:
Content marketing strategy is never achieved by a single person or a single department of the company. If you think the responsibility is of the content department, then you are in the wrong go. Everyone, every single person of the company should pitch ideas to make the contents better, especially the marketing or the sales team. It requires bringing new ideas to the table, participating, and support to make things truly successful.
2). You’re not setting SMART goals:
If you don’t know exactly what results should look like or ought to be, then you’ll still have trouble achieving major success even if you have all hands up for producing quality content. Many people have goals such as “we want to generate leads” or “we want to attract more traffic to our website,” but this is not the clear goal. You must have SMART goals, which are as follows:
- Specific: Instead of focusing on more traffic, focus on the daily increasing percent of engagement.
- Measurable: Plan strategy for the number of posts you are going to post on social media or the blogs you are going to write per day so that you could increase the involvement of percentage of people in your website.
- Attainable: You will fall short if you have not set goals according to your limitations. Know the efforts you need to put to make the realistic dream come true.
- Relevant: You are creating traffic to your website, pretty cool! But focus on creating more leads out of the traffic you are generating.
- Timely: Set benchmarks. First, plan your goal and then set time according to it. Suppose: You want a 10% increase in the traffic. So know how much time it would require. One month, week or a year?
3). You’re producing the wrong kind of content:
You’re probably producing the wrong content if your content isn’t influencing your bottom line. You are creating wrong content if it is not attracting the potential customers. Well, now you must be wondering how to tell if the content is not appropriate? For this, first, analyze your content and look back, if the content you’ve created thus far has brought in any leads and if the leads have converted into customers or not.
We have seen a lot of companies making mistakes by not portraying the actual content. Always remember, your content should be 80% educational and 20% promotional. Produce the piece of writings that are able to answer your customer’s queries. People only like to build a business relationship with those who build trust and if your company is not up to that, it’s useless to put an effort that has no meaning.
4). Your content isn’t SEO optimized:
To find your content online, only writing educational, technical stuff is not enough. Make use of SEO (search engine optimization) to get your blog a good traffic. You can use things such as Metadata, targeting specific long-tail keywords, using headers and sub-headers, having internal and external links to make your content optimized for various search results. Also, give the attractive but to the point title to your article. Suppose you are writing an article related to the difference between which is the best countertop. So, if you will put the title such as ABC is not able to take the styles of TYU due to following reasons, then this is a big no-no in this case. Instead of it, choose a title such as ABC versus TYU: which is the best countertop material? This will definitely work. This will not only attract the customers but also will have a good online presence.
Time to sum up:
Content marketing is one of the efficient marketing tools now days. Maybe you are not doing fine, but it doesn’t mean you will continue failing. Avoid these limitations and plan efficiently, and start from a new end again. Also, apart from these, there is one major thing to keep in mind that is to work consistently. Work on a regular basis and add value to it. So, what are you going to do today to improve your strategy?
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