Why Content Marketing Isn’t Benefiting Your Business
Have you ever wondered if content marketing actually works or why your business isn't benefiting from content marketing?
Businesses are quick to say that content marketing doesn't work. In reality, many businesses expect quick results, and probably aren't doing it correctly in the first place.
Content marketing can help business achieve long-term results, if they're willing to put the work in to get to that point.
See if your business has made these mistakes in the past and how you can learn from them moving forward.
Mistakes You're Making
1) Your Only Content is Your Blog
If the only type of content that you’re producing is blogs, you won’t generate a lot of success from content marketing. Creating different types of content helps keep your brand entertaining.
Employing a successful content marketing strategy can only happen if you create a variety of content. This includes:
- Long-Form Content
2) You Don’t Think of Your Website as Content
Most businesses will get their website designed and leave it alone. But creating content and pages that will improve each user’s experience on your website is valuable.
It can improve your visibility among search engines and attract new customers.
3) You Don’t Do Research
Find out what types of content are most effective in your industry. If a competitor is seeing a lot of success with infographics, it’s probably beneficial to start creating infographics for your business.
Also, do keyword research. If you’re not doing research on potential keywords that your content can rank for, you’re writing content that is missing out on a lot of traffic. Content that performs well in search engines can gather traffic for a long period of time.
Use AdWords Keyword Planner to do keyword research
4) You Don’t Spend A Lot of Time Writing
Like anything in life, if you’re not willing to spend the time that’s needed to be successful with that activity, then you won’t be successful.
When you’re creating content, you need it to be valuable. Valuable content isn’t created in 30 minutes.
5) You Don’t Properly Promote Your Content
I’ve heard this before, and it makes sense. You should spend as much time promoting your content as you do writing your content (if not, more).
Why spend an hour promoting a blog that took you 3 hours to write?
Spend the time that’s needed to drive traffic to your blog. If you don’t know how to properly promote your blog, use Quick Sprout’s Guide to Building Your Blog Audience as a reference.
Not properly promoting content is probably the #1 reason why businesses don’t see the benefit in content marketing.
6) Your Content Isn’t Valuable to Potential Customers
The content that you’re creating might not be valuable to potential customers for several reasons:
- You don’t know what topics to write about
- It doesn’t target customers at different stages of the buying process
- Your writing is awful
- You’re not benefitting readers in any way
When creating topics, you want to help answer your audience’s concerns and questions.
Many people that aren’t sure if content marketing works are looking for answers to their questions. In writing this piece of content, I want to help alleviate concerns that people have with content marketing.
7) You Aren’t Capturing Leads
If you’re going to spend all this time and effort generating traffic to your website, you need to have a process in place to capture leads. You should be using relevant call-to-actions that drive people to download offers like an e-Book on creating killer content.
8) You Haven’t Done It Long Enough
It doesn’t matter if you’re running an AdWords campaign, creating a more active social media strategy, or trying to lose weight, if you haven’t done it long enough, you’re not going to see the results you want.
Results don’t happen overnight, nor will they happen as soon as you want them to. If you’re looking to implement a content marketing strategy, try it for 6 months.
9) You Don’t Know the Impact of SEO
SEO isn’t some magical force that propels your content to the top of search engines. It’s not a solution to bad web design or the answer to a malfunctioning marketing strategy. But it can help with your content marketing, assuming you’re doing everything else right.
There are certain SEO best practices that you should be using within your content to get the most out of its performance. By not considering SEO’s impact on your content, you’re missing out on a lot of potential traffic.
10) You’re Not Using All of These Tips
If you’re not currently using all of these tips, you’re going to be wondering why content marketing isn’t working for your business. Start improving each of the areas that you need to develop further in order to see the real impact that content marketing can have on your business.
Creating Killer Content
Need more advice on how you can create amazing content for your business? Download our e-Book on creating killer content.
Tags: Content Marketing