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Why Is Your Content Not Performing Well?

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It’s the greatest vexation a content marketer can face: No matter how much content they release and how many things they try, nothing is earning worthwhile returns. If you’re not getting the conversions you need to justify your content marketing campaign, don’t give up yet! You aren’t alone, and many have broken through the most likely barriers you’re facing.

We’re about to shine a light on the major hurdles content marketers face, providing simple, actionable, effective solutions for each one. Take a look, and you might discover what your content is missing.

Your Content Isn’t Getting Traffic

Image via Flickr by CocteauBoy

Traffic typically boils down to focus and promotion. To better understand, take a look at the list below. If No. 1 applies to you, check that off and look at No. 2, and so on.

  1. Do you base your content pieces on reliable keywords and SEO research? For example, are your pieces named and conceptualized around giving the people who type in a keyword something they would want?
  2. Besides well-founded keyword research, do you know if your idea is approaching people in the right context? For instance, just because people type “buy motorcycle parts” doesn’t mean they’re interested in a guide on which ones to buy for their motorcycle. They might have already reached their decision on a product. Terms such as “are [Motorcycle Brand XYZ] parts reliable” better fit customers earlier in the buying cycle.
  3. Have you written high-quality, credible content that naturally includes keywords, without appearing stuffed or forced? Are you avoiding black-hat SEO tactics, for which Google is known to punish websites?
  4. Do you have a plan to achieve traffic aside from SEO? Examples include influencer marketing, social media interaction, and optimized ads. For a beginner in content marketing, picking one method and sticking with it is generally best.
  5. Does your content have the means and motivation to be shared by the traffic that visits it? For example, do you have social media share buttons on your blog posts? Do you request sharing and other interactions in a reasonable, nonintrusive way? Do you have an incentive for people to subscribe to an email list or a private group?

If you definitely meet all these requirements, you might be dealing with high competition. Study what similar businesses and content marketers are doing and what their audiences love and don’t love about them. This should help you find ways to stand out and establish your brand.

Your Content Isn’t Engaging

There are two sides to making engaging content: creating something your target audience wants and being the best in your niche. For the former, this comes down to format. Study your market and see what’s popular. An online school for animators and digital artists, for example, is dealing with a visually engaged audience. Making drab blog posts with the occasional picture is probably not going to be as effective as visual content such as videos.

Infographics, in particular, serve as a happy middle ground. By combining persuasive writing, supportive details, hard data, and appealing visuals, they cross over to appeal to just about anyone.

From there, we have the other side of being engaging: quality. Even if it hurts, it’s vital to constantly ask whether you are at a level of quality that inspires people to share on social media, subscribe to your channels, and buy your products. If not, content will be a regular process of pulling teeth.

The first thing to realize is there’s no resting point with quality. You should always strive to do better. While listening to your audience is one of the best ways to find opportunities to improve, here are some general metrics.

  1. Is your written copy crafted by a professional with a clear understanding of your business’s needs?
  2. Are your visuals appealing and appropriate to the content? Instead of filler images of people smiling, you could get professional data visualizations or cartoony graphics.
  3. The universal question: What are people saying about your content? Take all constructive criticism seriously, and look for patterns in what people are asking you to change.

Your Content Is Not Used Efficiently

Making regular content on a schedule is what keeps passionate fans coming back to check up on your website and social profiles, but sadly, many businesses just can’t keep up. Making, say, two blog posts a month ahead of time, so you can assure they’ll come out when they need to, turns into a lot of work — especially on the creative side.

Coming up with good ideas takes research, and if all that effort goes into a single blog post that falls away into obscurity after publication, consider taking a more broad and utilitarian route.

Let’s continue with the example of creating two unique blog posts a month. Rather than posting just one blog per idea, you can also release things like infographics that better visualize the concepts, white papers that go into more detail, videos the general public will find easy to watch, and anything else you’re willing to try.

As long as you form an efficient content management chain, it isn’t too difficult to take a single idea and spread it into a number of formats. You can then release these content pieces in fairly rapid succession, linking them to each other. This makes it easier to post on a wider variety of social channels, as well. You can easily make infographics for sites like Twitter and Instagram, where plain text is restricted and less impactful.

You don’t have to take it too far, either. Start slow, and try making videos as alternatives to blog posts. You’ll be shocked at the boost in accessibility and attention. The takeaway is this: Give your ideas more tools to be seen.

While making high-performing content is possible for almost any business, some are better attuned to it than others. If your own team or personal experience isn’t enough to tackle these problems efficiently, you could save yourself several unproductive months or years by trusting the work to a professional team. If this sounds like a better fit than handling all the responsibilities of content creation and marketing, we welcome you to contact CopyPress and describe your specific needs or challenges. Whatever you decide, good luck!

About the author

Shane Hall