Content marketing has been around in one way or another for hundreds of years, but for many of us, it is still a relatively new concept. Even if you do know your way around a digital marketing strategy, you still need to keep up with marketing trends and truly understand what your audience wants. There are many reasons why your content might fail, but here are some of the key areas you might want to address first.
- It’s all you, you, you!
If there is one thing that your visitors don’t care about, it’s you. Actually, that’s not entirely true. They want to know what you can do for them, but that’s usually where their interest in you ends. Whether you are describing your latest widget or announcing company news, make it about the customer. What’s in it for them?
- Quality, not quantity
Excited that your Facebook likes have shot up? Thrilled about your Twitter follows? These things are great in principle, but are you actually engaging with your target audience? Increased social media figures don’t necessarily mean you have your audience in the palm of your hand.
- You’ve set the bar way too low
If your content marketing isn’t up to scratch, how can you ever hope to compete with others within your industry? Aim to be the best you can by constantly looking at what your competitors are doing, and going one better.
- Don’t be afraid to outsource
Time is often one of the biggest factors causing content marketing to fail. If you are struggling to publish regular or high quality content, consider using a content marketing agency. You might also find internal content champions within your company. It doesn’t matter who tells your story as long as they tell it well.
- Sticking within your comfort zones
If you stick to the status quo for all of your content marketing, you could be boring your audience. Why not attempt something unexpected now and again to shake things up a little? Publish a video instead of a text-based blog, write something controversial or ask your audience a question they can respond to.
- There are no calls to action
Consumers are a savvy bunch, but sometimes they do need to be told what you want them to do. You should aim to include a call to action in every piece of content. For example, you might want to encourage comments on a particular post, or include a link to your landing page within a blog post.
- Paying too much attention to one channel
This is a common mistake to make, and it’s an easy one too. Let’s say you are getting more attention on your Facebook page than your blog. It makes sense to focus your energy there, right? Well, yes and no. You should be looking to tell your story in as many different ways as possible. Use your blog, Facebook, Twitter and any other channels your customers use to find authoritative content.
- Not being niche enough
Create content around a subject that is attainable and also meaningful to your business, but which sets you apart from the competition. No matter what your industry, you should be looking for ways to diversify your content.
- Not keeping promises
If you have promised your audience a follow-up blog or a weekly offering, make sure you don’t disappoint. If your audience values your content, they will be waiting for it.
- Bombarding your target audience
Many companies are inconsistent in their approach to content marketing. Throwing too much content at your audience in one go can overwhelm them and scare them away. Engage them with consistent good quality copy that grabs their attention.