So you understand your audience, you know what you want to talk about and you’re consistently creating it so why is your content not working? Why are others achieving success and you are not? Have you written something you consider to be ground breaking with little or no results? Does anyone know about it? Could it be something as simple as you haven’t promoted it enough? Remember you need to get the balance right and it has to be heavily in favour of promotion! There is no point in writing a piece without sharing it with your audience.
Review your style. OK your content has to be in line with your company tone of voice and it has to be written to appeal to your target audience but it shouldn’t be boring! Tedious, serious content will not attract attention. Look at your successful competitors, read what they are saying and then compare styles. If you’re out of ideas just get the team together, order lunch and let the ideas flow. So don’t bore, just entertain, educate and offer something new then there’s a strong chance you’ll be on to a winner!
Content marketing can be a fickle thing. One day a strategy works, the next, it doesn’t. Just when you think you’ve cracked the code, you realize you’re right back at square one, looking at a computer screen, wanting to scream into a pillow. So, if you’re knee-deep in content marketing but it just doesn’t seem to be working, here are the top reasons I see campaigns fail. Hopefully you can use this as a diagnostic tool for your marketing and give it the shot in the arm it requires.