Why is your content marketing failing?
You are regularly publishing blog posts. You have also tried your hand at publishing guest posts on other websites and blogs. You regularly send out your email campaigns. Then why isn’t your content marketing performing the way you think it should?
You may like to read 12 rules to make your content marketing successful.
Here is a thought-provoking post on why your content marketing might be failing.
The author rightly mentions some of the reasons:
- No definition of success: Having no clue what exactly you are trying to achieve through content marketing.
- Bad content: Publishing content without paying attention to the quality and relevance of your content.
- No commitment: You publish and broadcast content randomly and according to your convenience, without committing yourself to a content publishing calendar.
- No promotion: You think that by just publishing content you’re going to generate traffic.
Many people mistakenly think that content marketing is a cheaper and faster way to online success, whereas, this is not the case.
Just like any other venture that needs hard work and focus to succeed, so does content marketing.
Content marketing is not a quick fix.
It is just another form of marketing.
It requires long-term effort and commitment.
It requires you to spend money although, not as much as you spend on conventional marketing and advertising.
If content marketing is hard work, persistence and even expense, then why use it?
It is more effective than other forms of marketing available to you.
It is cheaper, comparatively, and its success is long lasting.
Content marketing is a holistic approach to educating and informing your prospective customers and clients so that they come your website on their own rather than being tricked through an advertisement or a marketing campaign.
You may also like to read What is content marketing? Explained in detail.
Since in content marketing you promote your business through the strength of your content, your content is the backbone of the entire campaign.
If your content is lousy then so is your campaign and then so is the outcome.
You want good outcome?
You need good, high-quality content.
You may like to read What is quality content and how does Google recognise it?
Then comes persistence.
Attention span is low on the Internet.
No matter how great that particular piece of content that you published is, after a couple of days, it is going to fall off the radar.
You have to remain in front of your audience.
But, despite having great content, unless you aggressively promote your content and push it in front of your audience (without annoying or offending them), it is going to be difficult for people to find it.
I suggest the following actions if you want to promote your content without going the conventional advertising route:
- Publish regularly so that the Google crawler begins to crawl and index your content with greater speed.
- Publish SEO friendly content so that you enjoy higher search engine rankings that in turn makes more people find your content and come to your website.
- Build a mailing list to distribute your content.
- Remain active on social media.
I would like to stress again, merely publishing content doesn’t make your content marketing successful.
You need to follow a multifaceted approach.