Content marketing, particularly search marketing, is at the forefront of digital marketing today. It’s a cost-efficient method of getting your audience’s attention based on what they’re actually searching for online. Other forms of content marketing, such as social media content, social advertising, and e-mail marketing are still valuable today. These forms of marketing strengthen your value, thereby building trust among prospective clients. Content marketing also helps build loyalty among your current clientele.
You may be using one or more of these strategies today, but none of them are producing results. Here’s how you’ll know that your content marketing strategy is not working and that you need to change it. These may also be reasons why you need to change your content marketing services provider.
You’re not reaching your audience.
This simply means your content marketing isn’t actually reaching anyone.
There are a lot of reasons for this. First, you may not be doing as much SEO content writing as you should. If you want to get more online traffic, you definitely have to write more. That means creating more blog articles, sharing evergreen content on social media, or developing an e-mail newsletter. The type of content that you’ll be developing should be based on a specific strategy. Being tactical just won’t cut it.
You may be doing content writing, but it’s not optimized for audiences. Content writing has to be based on what audiences are saying. It can’t be about what you want them to arbitrarily talk about. Your content also has to be written well. Years ago, SEO content was painful to read. Nowadays, audiences want to actually read something valuable and worthy of their time. So in order for your content marketing to work, you have to work with the right content writing services team.
You’re reaching your audiences, but you’re not converting them.
Businesses who use content marketing base a lot of their digital marketing success on metrics. The question here is, what metrics are you looking at?
There are two types of metrics: vanity metric, and an actionable metric. According to The Daily Egg, a vanity metric “makes you feel good without telling you anything about your business.”. Startup entrepreneur Eric Ries also cautions against them as they “don’t offer clear guidance for what to do” to your business. On the other hand, actionable metrics are statistics that help you improve your business.
So if you’re getting traffic and trial users but not converting to sales, that’s a problem. If you’re also getting thousands of “likes” but not getting enough engagement, that means your not communicating your brand message well.
Your conversion is spotty.
You may be converting online audiences to actual buyers but only when you have sales promotions. That means your content marketing strategy is not consistent. Your material needs to be consistent throughout beyond discounts and freebies to show your value and bring in sales regularly.
If you find yourself in any of the situations above, then it’s time to restrategize your content.