Content marketing is an indispensable tactic for enterprises to distinguish themselves and forge meaningful connections with their intended audience. Having done the research, mapped out your strategy, and already pumping out content, you may be wondering, “Why isn’t my content marketing working?”
From a content team that’s worked with big brands like WhatsApp and Coca-Cola, here are some reasons that could be hindering the effectiveness of your content marketing strategy:
1. Lack of Strategy
Content marketing is more than just creating and publishing content; it requires a strategic approach. Without a defined set of key performance indicators (KPIs), a publication calendar, an understanding of your target audience, and regular assessments of your spending and return on investment (ROI), your content marketing efforts may lack direction. Develop a comprehensive content marketing strategy that aligns with your business goals and continuously evaluate its effectiveness.
2. Neglectance of SEO
Search engine optimization (SEO) plays a crucial role in improving your content's visibility and organic reach. By optimizing your content for relevant keywords, meta tags, and other SEO practices, you can increase your chances of ranking higher in search engine results.
3. Unrealistic KPIs
Setting realistic and achievable KPIs is essential in measuring the success of your content marketing efforts. Reassess your business objectives and ensure that your KPIs are aligned with them. Setting unattainable goals can lead to frustration and disappointment. Set SMART goals (Specific, Measurable, Attainable, Relevant, Time-bound) to guide your content marketing strategy effectively.
4. Lack of Promoting and/or Repurposing of Content
Creating great content is only half the battle; you also need to actively promote it to reach a wider audience. If you're not investing enough time and effort into promoting your content through various channels, you may be missing out on potential visibility and engagement. Additionally, consider repurposing your existing content into different formats to maximize its reach and impact.
5. Non-Shareable Content
Social media sharing is a powerful way to amplify your content's reach and engagement. If your content lacks shareability, it may struggle to gain traction and reach a wider audience. Make sure your content is easily shareable by incorporating social sharing buttons, creating visually appealing assets, and encouraging your audience to share your content with their networks.
6. Failure to Adapt Content for Your Audience
Your target audience consumes content through various mediums and platforms. To effectively engage with them, consider diversifying your content formats to cater to PC, mobile, podcast, short-form videos, etc. Diversify your content and experiment with different mediums and content forms.
As you continue to improve your strategies, always remember why you are creating content, who you are helping, and how you will help them in a way no one else can. Set measurable and attainable goals that can help you move forward, and remember that you should center tactics around 3 things: brand focus, user experience, and content distribution.
Feeling inspired? Chat with a Mediaversian and let us help you elevate your business content.
Keywords: Content marketing, branding, brand voice, content calendar, CTA, SEO, content marketing strategy, SMART goals, business content, user experience, content distribution.