Have you ever felt that your content marketing strategy is not performing like how you imagined it to be? Well, it’s not just you. A huge majority of those that do content marketing feel like their whole strategy is just not working and they can’t even pinpoint where the problem is.
According to a study, 94% of small B2B businesses are employing content marketing as part of their strategy. But, how many of them actually succeed in it? Not that many. In fact, even those that do content marketing for a long time still feel like they are not doing good enough.
Of all those that do content marketing, only around 9% can completely say their content marketing is actually working.
If you are reading this article, you are most likely not part of that 9% and you are left clueless as to what went wrong. Here, we will discuss the top content marketing mistakes why your strategy is performing badly. Take a look and see if one of these reasons apply to yours.
#1 – Your Strategy is All Over the Place or None at All
There are two points here. First, you have a strategy but it’s a very topsy-turvy one. You do not have a clear goal and you are just all over the place. Second, you don’t even have a strategy to begin with!
If you want to do content marketing, it is important that you make a very detailed strategy. That means detailing every step of what you need to. If you are a small business and you are just starting out, the best way to do this is to study what your competitors are doing and take inspiration from them.
Look at how they create their content and emulate that. See how they are sharing their content and try to do the same. Identify their audience and try to reach out.
The bottom line is that you do not have to create a strategy from scratch all by yourself. As long as you have one to start with, you can be on your way to success!
#2 – You Are Ignoring the Value of Investing in Promotions and Distributions
Okay, we would like to congratulate you for finally laying down your strategy and finally perfecting the formula to creating your content. The only thing left to do is wait for people to see it.
That is where you have gone wrong!
Content marketing does not end at creating content. It is called “marketing” because you actually have to go out there and promote it. Make people see that you have the answers they are looking for. You cannot just let your content sit around.
Now, there are a lot of ways on how you can do this. The most common one would be social media. It’s free and the traffic there is immense. However, you reach a wider audience if you invest in paid advertising. But, it’s not just all about the money. Investment here does not only cover the monetary value. It’s all about investing your time too.
#3 – Your Content is Just Not Interesting
The primary goal of content marketing is really not to advertise your product. You are marketing your content so you can let people know that you have the answers they are looking for.
But, do you really have the solution to their problems? Well, you most likely have but you are not properly relaying them to your audience. It’s such a waste, really.
Many content marketing strategies fail because they did not do a good job with the biggest factor: content. It is pretty obvious that if your content is boring, no one will share it or even bother to read it. There, you just wasted your time creating something that is not even performing.
However, there is one thing you need to know. Because of the tightness of the competition, high-quality content is never enough. Your content needs to be interesting and it should resonate to your audience, making them relate to it in a lot of ways. So, learn how you can create amazing content that actually matters!
#4 – You are Not Measuring
Lastly, another big reason why your content marketing is not performing because you are not measuring your analytics. The good thing about digital marketing is that you can actually track how your advertising efforts are doing.
This will allow you to see how much improvement you need to do and which aspects you should focus on re-working. If, after your promotions, you are just sitting there and creating your next content without reviewing how the previous one performed then you are just wasting your time.
So, take your time in analyzing your metrics. You will be surprised at the wonders this could do to your business!
Content marketing is never easy. Ultimately, it is trial-and-error. We are not saying that by reading this article, you will be able to avoid committing the content marketing mistakes above. You will make mistakes before you know it. But, the most important thing is you monitor everything so you can identify any mishap and correct them before they get worse.
About Ritu Sharma: Ritu Sharma is the Content Insights Manager at SEO Services Company PageTraffic, one of Asia’s most award-winning & recognized Digital Search Marketing agency. She has been the spearhead of many successful Content Marketing Campaigns for PageTraffic.