If you are putting a lot of effort into your content marketing, but don’t seem to be getting the results you want, you could be wasting a lot of time and resources. This situation can be frustrating, but there are some things you can do to turn it around and make your content marketing work for you.
The specific approach you take will depend on your business and goals but these three solutions to common content marketing pitfalls can be adjusted to fit your needs.
You’re Using the Wrong Content and Publishing Platforms
Not all content works the same way. Articles and blog posts are great when you want to share more detailed information while images can help you get attention and communicate in an instant. Different kinds of content are also more attractive to different markets. If you are trying to reach people that aren’t heavy blog readers, you may want to try different kinds of content, like videos or infographics.
When you publish your content you want it to be somewhere where the people you are trying to reach and move to action will see it. This means you need to know how your market uses the internet, what social media sites people use and what kinds of websites they frequent. Do some market research to make sure you are publishing in the right places.
Your Content doesn’t do Anything for your Market
You can’t put content out there and expect people to pay attention to it if it doesn’t offer them some value. The content you use needs to promote your business while serving your market. This means you need to choose topics that people want to learn more about, make your content easily accessible and make each piece interesting enough to capture and maintain attention.
When your content provides real solutions, people will pay attention and start to form a relationship of trust with your brand. They will begin to rely on you for resources they enjoy and use and will even start looking forward to your social media posts, blog posts and videos.
Your Content is Unorganised and doesn’t Serve a Larger Purpose
Finally, you won’t see results if your content is unorganised and doesn’t support your overall marketing plan. Your topics shouldn’t be randomly selected and your content shouldn’t be published without a strategy.
Instead, you should know what goals you want to achieve with your content and come up with a plan that will help you be successful. Outline the types of content you will use, what messages you will include, where you will publish content and a timeframe for executing your plan.
When all of your content works together, it becomes truly effective, helping you reach your audience and get the results you want.
If your content marketing isn’t helping you reach your overall goals, or you feel it isn’t reaching its fullest potential, one or more of these common barriers could explain why. Assess your content and strategy and decide if they are helping your online marketing. If they aren’t, it is time for a change.