You have an awesome idea, an influencer set up that you plan to engage with, and you are feeling pretty good about your content marketing strategy. Your content development team creates the content, you publish it, and move onto generating the next awesome idea. But, after a little while, reports show that your campaigns are not doing as well as you had hoped.
Although content marketing is often labelled one of the most powerful sources for new traffic and customer acquisition, many businesses can’t seem to get the results they are looking for.
In this post, I have outlined three common reasons why your content marketing strategy isn’t working.
Effective distribution channels
Once you come up with your idea, producing content is easy. Distributing your content and getting it seen, on the other hand, is much harder. If you are solely focused on developing the content, your marketing strategy is only halfway there. The real magic happens when you share your quality work with the world.
Along with pitching your content to industry influencers who have the ability share your content to a large and relevant audience, syndication sites, news sharing sites and content discovery platforms are other ways to get your content seen. It is also important to remember to utilise your own channels. One idea is to incorporate email campaigns and e-newsletters into your strategy by sending your content out to a growing list of subscribers each week or month.
Invest in Content Marketing
The digital world is an ever changing industry. A little while ago, there was a “build it and they will come” mentality whereby marketers could create content, put it up on their blog and people would come to your blogs. But nowadays, with so much content out there for readers to consume, there’s much more that needs to be done in order to optimise your content and reap the results you want.
The fact of the matter is, if you want to keep up-to-date with the newest techniques, strategies and ideas, you need to spend money on resources and up-to-date training. Sufficient resources, coupled with intelligent marketers, smart writers and designers is the perfect combination for content marketing success.
In saying this, throwing money at your strategy does not mean it will magically start performing. Look at your strategy and spend accordingly.
Effective reporting and analysis of campaigns
After the hard work is done, it is easy to press publish on your post, send an article off to an influencer, schedule a post on Facebook and forget about the content. But that’s where a lot of companies go wrong.
It is extremely important to analyse each of your campaigns to determine what worked, what didn’t work, and what you should change next time around. For example, if you publish a couple of blog posts on Friday afternoon and realise they aren’t achieving even half of the views of your Wednesday afternoon posts – stop. Don’t keep posting on Friday afternoon for the sake of it. Listen to what your reports tell you, and revise your future work accordingly.
Although these 3 tips seem fairly self-explanatory, many businesses often forget at least one of these steps. It’s easy to get caught up in coming up with the brilliant strategies, but it is just as important to follow your ideas through to ensure optimal success of your campaigns.
Need more help with your content marketing strategy? Contact us to have a chat about your strategy and how we can help.