Everyone is doing content marketing, but not everyone is having success with it. In fact, only 5% of B2C marketers say their content marketing strategy is “extremely successful”. 

When done correctly, content marketing is an effective way to grow your brand, generate leads, and increase sales. If you’re not achieving much success in any of these areas, then it’s time to find out where your content marketing is going wrong.

4 Reasons your content marketing isn’t working

It’s worth taking time to analyse what you’ve been doing to see what’s working and what’s not. Often, one or all of the following factors are what’s holding your content marketing back.

  1. You don’t have a strategy

Marketing, whether online or offline, requires a strategy with goals, a clearly defined audience, outputs and deliverables. If you don’t know what you want to achieve, you’ll be throwing content into cyberspace with no purpose behind it. 

  1. You’re failing at SEO

Your content marketing efforts won’t amount to much if it isn’t optimised for the web. Small businesses must master SEO if they want their content marketing to succeed. Optimising your content helps Google find it and will increase traffic to your website. 

  1. You’re producing poor quality content

In the content wars, poor content will always lose. Search engines are clever and able to discern good content from bad content. Short blogs stuffed with too many keywords no longer get rewarded by Google. Longer well-researched content that offers the reader value is what ranks higher. 

  1. You’re up against some tough competitors

Perhaps you are doing a fine job with your content marketing but, unfortunately, you’re up against larger or more established competitors. If this is the case, try to find a unique selling proposition that can set you apart from your competitors. 

How to get better results from your content marketing

Now that you’ve identified what isn’t working in your content marketing, you can take steps to change it. Here’s how to get better results from your content marketing.

Understand your audience

This is a crucial part of content marketing. If you don’t know your audience, how can you produce content that will resonate with them? 

Measure your results

Measure the results of your marketing campaigns against the benchmarks set for each one. If something isn’t yielding good results, change the approach or try a new strategy. Good marketers are always adapting their marketing according to what works and what doesn’t.

Outsource to a content marketing agency

Succeeding at content marketing isn’t easy if you don’t have the knowledge and skills for the job. That’s why around 49% of B2C companies outsource content creation activities like writing, designing and video production. With a little help from the pros, you can achieve much better results. 

That’s where we come in. Hunter & Scribe helps small businesses in desperate need of rescue with their content marketing. Get in touch at [email protected].