Learning how to create a blog is one thing, but turning this type of marketing activity into a revenue-generating machine is another. Think of a successful company like HubSpot, whose number one customer acquisition channel is its blog. What got them there in the first place?
The primary success of content marketing depends on everything is executed. But in reality, you can make mistakes that can cost you the campaign. If your marketing strategy does fail, you need to evaluate the reasons why so you can better execute the next time around.
Here are five most probable reasons why your content marketing strategy failed.
1. Strength and knowledge in a field
The most important thing of all is the ability to stick to your area of expertise. The primary goal is to generate traffic and help your readers find quality content. If your content doesn’t solve the problem that the customer is looking for they will move on to other content.
Not only this is the waste of time, but the hope that the reader will revisit also gets buried. With underperforming quality and random topics, you should never expect the traffic to spike.
2. Your opinion of SEO is not what it should be
Failing to understand SEO is the number one reason why a content marketing campaign fails. This includes writing for what you think is best optimized instead of listening to Google and following best practices.
In this case, search engines will not prioritize your content and it will sit on the 2nd or 3rd page with no hopes of being seen. SEO is of utmost importance, so it’s time you give this small yet important subject a thorough study and implement best practices when finalizing your content.
Things such as keywords, readability, and share count should all be taken into consideration. All of these factors influence search traffic.
3. Is your ‘call to action’ missing?
Your visitors may appreciate your content, but you must include a call to action in your content in order to bring them back. A call to action will collect their email which is essentially a lead, or encourage them to make a purchase of whatever you are selling. What good is content if it doesn’t lead a reader to take action?
In addition to a call to action, you must encourage people to actually take that action. One tip is give away a newsletter or give them a free download that is only available to email subscribers.
4. Smart teammates are like gold
Gone are the days when slow and steady wins the race. Now if a rabbit sleeps, there is another rabbit who will win. One way to ensure you get across the finish line is teamwork. Employ smart teammates who can assist with different aspects of the campaign. Diversity in opinions will help your campaign convert as you will see its potential results from multiple points of view.
The way your team performs on ‘storytelling’ matters to produce quality content while maintaining the focus on the topic.
When you were young, your parents would teach you that you can’t make the same mistakes over and over again, right? Well, that’s the same approach you need to have when it comes to failed content marketing campaigns.
Read and learn from top marketers and observe the process they took making successful marketing campaigns. Evaluate your failing marketing strategy so you can hopefully succeed the next time around.
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