Here are 3 of the most common reasons why your content marketing strategy could be failing:
1. You don't have a strategy to begin with.
Before you dive head first into content marketing, you need to have a clear plan and strategy in place. Take the time to establish goals and map out a plan for how you will accomplish them. When you write down your content marketing goals, you can easily reference them to check your progress.
Another crucial step of creating a content marketing strategy is crafting buyer personas. You need to know exactly who your audience is, and you'll probably find that you have several different personas that you'll want to cater your content to.
It's also a wise idea to take a look at the types of content your competition is sharing with your audience to see which topics and formats resonate the most. Take note of how your audience likes to engage with content.
2. Your content doesn't add value to your audience.
Too many businesses make the mistake of using content to push business sales versus creating content that delivers real value to readers. If you think about it, when you share useful, meaningful content with your audience, you're actually indirectly promoting your brand. When your audience perceives value from your content, they will consider you to be an authority in your industry and will think of you when a need comes up. This is a much more effective tactic than trying to push a sales pitch down someone's throat.
3. Your content is not optimized for SEO.
While you can write great content all day long, it will do little for your business if you don't take the time to optimize it for SEO. A thorough SEO strategy will help your audience to dive deeper into the content on your website use title tags, meta descriptions, and strategic keywords to drive new traffic to your website organically.
If you're not getting the desired results from your content marketing strategy, it may be time to get a professional agency involved. With the vast majority of today's consumers turning to the internet to research products and services before making a purchase decision, you can't afford to not be visible with your audience.