Why your content marketing is failing (and how to fix it)
Here are some common reasons why your content marketing might be failing and how to overcome them.
The truth is that content marketing is a long game that requires a strategic approach. It’s a tactic that needs a long-term vision and a leap of faith. Google might only send you a little traffic from your first blog post; in fact, it might take over 50 or 100 blog posts before you see a significant increase in traffic (though some of these tips could change that). Simply throwing up blog posts and hoping for the best won’t cut it. If you’re seeing lackluster results from your content efforts, it’s time to identify potential roadblocks and get back on track. Initially, it might feel like pushing uphill, but it gets easier as you go along.
Here are some common reasons why your content marketing might be failing and how to overcome them:
1. Lack of strategy
Content without a clear purpose is like a ship without a sail. You need to define your target audience, understand their needs and pain points, and set specific goals for your content. What do you want to achieve? Brand awareness, lead generation, or increased website traffic? A well-defined strategy will guide your content creation process and ensure that your efforts align with your marketing objectives. You need to start writing with a strategy to save your time.
2. Keyword neglect
People need to search for your content in order to find it. Keyword research ensures your content ranks well in search engine results pages (SERPs). Utilize tools like SEMrush or Ahrefs to identify relevant keywords with high search volume and low competition. Integrate these keywords naturally throughout your content, but avoid keyword stuffing that can harm your ranking and reader experience. Any content plan should start with this step first for each topic chosen.
3. Inconsistent content creation
Building an audience and establishing yourself as a thought leader takes time and consistency. Posting sporadically is a recipe for disaster. Develop a content calendar and stick to a regular publishing schedule. Depending on your resources and audience expectations, this could be weekly, bi-weekly, or monthly.
4. Unengaging content
Content that fails to capture attention is doomed to be ignored. Focus on creating valuable, informative, engaging content that resonates with your target audience. Write in a clear, concise, and conversational style, and incorporate visuals like images, infographics, and videos to break up text and enhance understanding. When I last interviewed writers, I asked for a writing sample and barely could get through most of the writing. AI content alone will not get you there, but it can be used in creation.
5. Neglecting SEO
On-page SEO optimization is essential for improving your content’s visibility in search results. Optimize your title tags, meta descriptions, header tags, and image alt text with relevant keywords. My team and I use a tool called Neuronwriter to help optimize our content. Using this tool takes a lot of time and energy. We spend about the same amount of time SEO optimizing our content than writing it. Yes, it takes a long time, but it has a big impact on the search traffic our clients receive.
6. Ignoring lead magnets
Content can be a powerful tool for lead generation. Offer valuable lead magnets like eBooks, white papers, or checklists in exchange for contact information. These resources should address your audience’s specific needs and provide actionable insights. At my previous company, we successfully utilized eBooks and white papers as lead magnets, contributing millions of dollars to our sales pipeline growth. Some of these content pieces took months to develop, but they were 100% worth the effort.
6. Underestimating webinars
Webinars offer a fantastic opportunity to engage your audience in real time, showcase your expertise, and generate leads. My team has managed and conducted webinars with hundreds of attendees for our clients, so we know how it can affect the sales pipeline. People willfully spend 30 minutes to an hour interacting with your brand and seeing the world through your eyes. Webinars require a strong deck and talk track to run smoothly, regardless of your presenter’s skills. The content must be compelling and engaging, especially if you want people to return to other events.
Webinars are a lot of work, and I know a lot of companies don’t dedicate the time to producing them, but there is a reason that they’re in most high-performing B2B companies’ marketing strategies: because they work.
Remember, content marketing is a marathon, not a sprint. By addressing these potential pitfalls and implementing a strategic approach, you can transform your content from a neglected asset into a powerful engine for driving brand awareness, lead generation, and, ultimately, business growth.
Rick Ramos, the author of ‘Transform Your Marketing,’ currently leads TransformYourMarketing.com, an agency that helps benefits brokers and healthtech companies market to HR departments to drive sales.