Despite the fact that more than 70 percent of marketers are actively using content marketing in recent times, content marketing has failed to deliver results to as many as 90 percent of businesses.
Yes! I know you’d be thinking, perhaps that’s because content marketing is not really a good strategy to grow a business.
But before you even think about that, I want to point out some hard facts to you…
Content marketing is not just an effective marketing strategy, it has been a major growth strategy for most small businesses.
In fact according to a recent survey, Content Marketing creates as much as 3 times more leads for every dollar spent. It also converts 6 times more than other digital marketing methods.
Over here at VictorWinners.Com, content marketing has been at the core of our growth strategies. And for over 6 years now, it’s been delivering tremendous results.
At this point, I know you may be wondering, why then does content marketing fail as a growth strategy for my own business, even after putting in all the effort?
Well, there are a lot of reasons for this and in this post you’re going to find your answers.
After reading this post you’re going to learn why content marketing fails to generate traffic to your blog and how to avoid this.
Now, before we proceed, lets find out what content marketing is all about.
What is Content Marketing?
Content marketing simply is the process of creating and sharing valuable, educational and informative content consistently to a clearly defined audience, in order to drive a well defined customer action.
One of these customer action could be to get readers back to your website, attract a higher traffic to your blog, get leads, create brand awareness etc.
Why Businesses Engage in Content Marketing
The number one reason businesses engage in content marketing is because they want to drive a well defined outcome for their business.
Like I already listed above, this expected outcome could be anything from driving traffic, getting more leads, getting exposure for their business etc.
Whatever it is, a business expects at least some form of growth from their content marketing effort. It is only when this expected growth is not achieved that we can say content marketing has failed.
Now, in the following paragraphs i am going to discuss the top reasons why content marketing fails and how you can fix that…
No Definite Goal
One of the major reasons why content marketing fails is because a lot of content marketers do not have a clear idea about what they want to achieve with their business using content marketing.
As a content marketer, even though your major job is to create outstanding content you don’t just wake up to start creating content because you feel like it.
This is what I used to do when I started out newly. And the result drove me completely out of business.
Before you embark on using content as a marketing strategy, you have to clearly define what you want to achieve with that business. Doing this will help you to understand what success means to you and how to measure it.
From there you can go ahead to create a strategy on how to achieve this goal using content as a major tool. This will force you to map out clear steps that will guide your content creation, audience identification up to promotion and measurement.
With such a clear step by step process, you already know where you’re going, how you can get there and possible outcomes that’s to be expected.
Creating Content for the Wrong Audience
Another popular reason why content marketing fails to deliver results for your business is probably because you’re creating content for the wrong audience.
Just like a sugar vendor who tries to market Sugar to a diabetic patient, most marketers fail woefully because they are with the wrong audience.
Creating your content to the right audience is one of the first steps towards setting the stage for getting clients with your content. Or even attracting the right traffic using your content.
And there’s no way you’ll market to the wrong audience and expect outstanding results. It doesn’t work.
So, in order to fi this, you need to clearly identify the audience that will be interested in your content.
Find out their needs and the kind of content that appeals to them. And then begin to create your content around this needs.
Finding your audience and creating the kind of content they want will definitely drive improved results for your content marketing effort.
No Clear Content Strategy
For most businesses, your lack of a clear content marketing strategy is one of the reasons why content marketing fails to deliver results.
Agreed most new content ,marketers are completely clueless about how to create the right content marketing strategy but then, even though you cannot create a robust strategy, you should have some idea about how you want to use content marketing to achieve the goal you have for your business.
Even though it’s just a rough mental calculation, without getting some strategy in place, it might be really difficult to get a decent result with your content marketing effort.
Now, by strategy I mean the process by which you’ll market the content.
To get started, your content marketing strategy should include things like the goal you want to achieve for your business, your audience, the kind of content you’ll create and how you’ll promote it etc.
Here’s a complete guide on how to create a content strategy here.
And you should be willing to formulate a content plan as per how you’ll write, share the content and the time these will be done.
Unfortunately, most brands don’t follow through this process… Because it’s not only long and tiring, it’s time tasking.
But to fix your content marketing failure, you need to take a step to create a flexible content marketing strategy that will drive the outcomes you want.
Little to Zero Promotion
Again one other major reason why content marketing fails is because there’s the issue of inadequate marketing and promotion of the content.
So you write the content, create the video. Update it on your blog. And go back to bed. You wake up two days later, there’s less than 20 views on the post. And then you begin to wonder what’s wrong.
You see, things don’t really work that way.
Beyond creating and posting content on your blog, YouTube handles etc., you need to share and promote that content with your audience, wherever they are gathered online.
Take it to them there and bring them back to your platform. That’s where the marketing and promotion comes in.
Do not always expect that your audience will find your post via search engines all the time. Sometimes, you need to go out there and get them in from other existing platforms.
There are a lot of online platforms, forums, groups etc. Find the ones with a good number of your target audience and promote your content on those platforms.
Here’s a complete guide on how to promote your content to your audience here. Gleam some strategies and get started.
You Don’t Measure Your Outcomes
One mistake most content marketers make that leads to epic failure of content marketing is that they don’t measure their outcomes.
I can understand most people don’t know this. In fact I didn’t know this myself when I started out, until I’d spent some time in the industry. But that’s what it was.
When I started out earlier, most of my content marketing effort failed because I didn’t measure my outcomes or the effectiveness of the strategies I was using.
Unfortunately, this has happened to so many other content marketers, including our clients.
When you take out time to measure your outcomes, you’ll find very important stats that will inform you of the net step you can take or changes to make.
For instance, while having a review of your content, you may find out that some of your content brings in more engagements to your website than others.
Some drive in more visitors, clients, etc. It’s your duty as a smart content marketer to follow the stats and analyze the situation. And if possible identify possible ways you can repeat the positive results while dropping the ineffective ones.
You Don’t Create Value
One other major reasons why most content fails is because there is no value created in the piece of content you post.
Remember the fact you need to create content doesn’t mean you have to create just anything because you want to attract traffic to your blog.
Before creating a piece of content, you need to ask yourself, does this add value to my target reader? Would this meet them t the point of their need?
Without such value, it might be really difficult to create a decent result with your content.
Also, while creating value for your audience, create it in an interesting way or in a way your audience can connect with the content.
Sometimes one could even be producing high quality content. But the mode of producing it gets either too technical or too boring for the reader.
There’s this website I read that produces great content. But most of their stuff are always too bland and boring. I try to read them only when it’s very important.
This is what happens to most content creators too. People will quit reading your blog if they can’t connect with what you write or the way you create your videos.
This is why it’s always beneficial to write or create your content in an interesting way that’s suitable for your audience.
And If you find this difficult, you can join content marketing trainings where you can learn everything there is about content marketing and how to produce interesting content.
You Don’t Optimize for SEO
As you know, keywords and search engine optimization are very important in helping people find your content.
Sadly most content marketers ignore search engine optimization.
Either because they don’t know how to do it. Or they just don’t care. And this is one of the biggest reasons content marketing fails to bring in reasonable traffic to your blog…
Because people can’t find your content when searching for it via the search engine.
You see, content marketing doesn’t start and end with writing or producing great contents. It’s your primary duty as content marketer, to make your content findable on the internet. And the first step to do this is by using the right keywords, and search engine optimization strategies to boost your content’s visibility.
Here’s a guide on how to use keywords and search engine optimization to create better results for your content.
Now that you know the reason why content marketing fails, and how to avoid such predicaments for your content, it is necessary to know how good content marketing works.
And the first step to engage in successful content marketing that will generate traffic for your blog is to avoid the mistakes listed out here. And use the steps suggested here to fix your content.
So, do you want to learn more about content marketing? Subscribe to our Content Marketing Course for Beginners here.
Now, its over to you! What’s the major reason why your content marketing effort has failed? I want to read your comments.