Your leads and conversions are reliant on your content marketing efforts. If you're not getting the right content to the right audience at the right time your content marketing is likely to falter.
Not achieving exactly what you set out to do is part of running a business and its learning curve. That’s why it’s important to consider what constitutes the failure of a content marketing strategy so your business has the best chance of succeeding.
The importance of content marketing shouldn’t be underestimated. So before you get your content to the relevant masses, we've compiled a short list of factors that can contribute to content marketing failure:
- Not providing solutions to your audience
- Not setting defined strategy and goals
- Not defining user journeys
- Not creating relevant content
- Not giving enough time
- Not understanding your audience
- Not having an SEO strategy
- Not implementing lead generation email marketing
- Not publishing quality content frequently enough
- Not utilising the right channels
1. Not providing solutions to your audience
Your audience needs a very good reason to open their collective wallets. If you're not providing solutions and a good reason for your audience to choose you over your competitors, then you're not standing out and won't generate conversions for your product or service.
This should be very easy because you know your business, products or services and what they stand for. And because of that you should ensure the benefits are conveyed to your market segments.
2. Not setting defined strategy and goals
What are you aiming to achieve through your content marketing efforts? A clear strategy and goals are your roadmap to success. They provide a clear path of where you want to go. They allow you to measure and assess your content strategy. By not defining goals from the outset, you risk failure even before you start your campaign.
3. Not defining user journeys
You want to funnel your audience to a conversion point. This could be via a landing page or through your general website traffic. Either way, knowing the ultimate destination will enable you to plan and revise user journeys accordingly.
Not defining user journeys can potentially result in wayward metrics that don't really deliver any actionable insights.
4. Not creating relevant content
Defining user journeys is great. But not having relevant content for every stage along the user journey may result in higher bounce rates, and therefore lower conversion rates.
The 'one size fits all' approach is long gone. Your content creation must resonate at every stage of the funnel. If it doesn't there are plenty of competing businesses out there your audience can turn to.
5. Not giving enough time
The fast paced 'I want it now' philosophy that most consumers have mustn't be adopted to your marketing strategy. You need to set out a realistic plan and time frame for your campaigns to start bearing fruit.
All campaigns differ and have different objectives. It takes a little time for meaningful results to start coming through. The key is to be patient.
6. Not understanding your audience
This touches on the first point. A lack of knowledge of your audience by default gives your business a huge blind spot. Understanding your audience is essential. Understanding its needs, pain points and search intent will enable you to create content that’s effective and engaging that will guide your visitors along the path to conversion.
7. Not having an SEO strategy
This may seem a bit obvious but there are businesses out there that don't place an emphasis on Search Engine Optimisation. Not having an SEO strategy can seriously impede on paid and organic website traffic.
A recent survey shows that only 45% of small businesses used Pay-Per-Click advertising. This doesn’t mean you should go out and splurge your budget on PPC. But you should consider different options to ensure your content marketing efforts are successful.
8. Not implementing lead generation email marketing
Generating leads is essential for all businesses. If you don't implement a lead generation strategy your conversion efforts will be affected. The most common and effective way to generate leads is via an online form.
Open forms or non-gated forms may lead to a lot of 'tyre kickers'. This could waste internal resources in the follow-up process. Gated forms however, where visitors give you their details in return for a PDF, eBook, demo etc. can be considered 'warm' leads. These leads can then be retargeted via email marketing to get them to convert.
9. Not publishing quality content frequently enough
Publishing content is essential. The more quality pieces of content you publish, the more authority your website will accrue. And authority equals trustworthiness which equates to potentially more visitors and more conversions.
Producing mediocre content is not good for your business or your audience. Great content is the way forward!
A solid content plan is a great way to organise your content. Whether it’s blog posts, infographics, videos etc. you should provide a varied selection of authoritative and engaging content to your audience so your brand is top of mind.
10. Not utilising the right channels
Every campaign has different characteristics and goals. Using the wrong social media platforms for instance can impact the effectiveness of a campaign.
For example, is Facebook the right social channel to promote a campaign pushing industrial cleaners? Is LinkedIn the right social channel to talk about a forthcoming prize draw? Is PPC right for your campaign? This depends on the type of business, audience, offer, products, and services etc. Using the right channels can generate a significant uplift in social shares, conversions, and lead generation.
At Codehouse we support our customers in their content creation efforts. We have an experienced Digital Experience team that provides the best guidance for creating engaging content. Get in touch to find out more.