This Is Why Your Content Marketing Isn’t Performing (And How To Fix It!)

This Is Why Your Content Marketing Isn’t Performing (And How To Fix It!)

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In today’s competitive environment of online marketing, there’s no doubt that content is king. Content is all around us and people love consuming it! It should come as no surprise that content is at the centre of nearly all marketing methodologies, with nearly 94% of small businesses centralising their efforts on content marketing. Having said that, with so many companies now centralising their marketing campaigns on content, it’s becoming ever more challenging to stick out from the crowd and make your content marketing appealing and successful.

Have you attempted content marketing only to find that you’re not getting the intended results? Well, you’re most likely one of many businesses that are in the same boat. Don’t give up though, there’s no doubt that content marketing is one of the most effective ways of growing your customer base. So, here are 4 reasons why your content marketing might not be working and importantly, the best way to fix them!


  1. You don’t have a strategy

Just like any investment, if you don’t have a strategy and established KPIs to assess results, how can you possibly improve? Putting up blogs and sending tweets are great, but if you don’t have any objectives then you’re simply aiming in the dark. If you want to create meaningful content that users will engage with, you need to have a clearly-defined strategy that should be aligned with your business goals.

Regardless of whether you wish to improve brand awareness, website traffic, or conversion rates, your strategy should include KPIs as well as short-term and long-term goals. These marketing goals should complement your business goals so you have a clear understanding of your target audience, the purpose of your content, and the kind of content that will work best for you.


  1. Your content is not original

With the massive quantity of online companies nowadays, it’s paramount that your content is distinct from others. Too many businesses will generate content without investigating the competition and consequently design content that simply gets lost in the crowd. Your content should be interesting, amusing, and most importantly, offer value to visitors by offering solutions to usual pain-points in your niche. Along with this, different types of content suit different communication methods, so consider the most effective ways you can achieve this, either through infographics, videos, diagrams, or even just thought-provoking or entertaining text.


  1. You don’t promote your content

Some of the greatest oversights that small companies make with their content marketing is that they don’t actually market it! Even if you’ve crafted the most ground-breaking article the world has ever seen, who will view it if they don’t know it exists? In order to prosper with your content marketing, it’s crucial that you advertise your content through all available networks, including:

Social networking sites (Facebook, Twitter, Google+, Reddit).

Email newsletters.

Adding internal links to your blog post.

Pitching to influencers and bloggers in your market.

Submitting it as a guest post to bloggers in your sector.

Incorporating links to your content when commenting on other blogs and forums.


  1. Your content is not search engine friendly.

Content comprises a generous portion of your SEO, so it’s essential that your content is SEO friendly and never use black hat tactics to try to boost results. Keyword stuffing is a standard mistake that businesses will make in their content creation, coupled with using the wrong keywords, duplicate content, and not optimising their meta tags.

Perform some probing to uncover the most suitable keywords that your audience would use to find your content. Moreover, use meta tags to your strengths to attract more readers to your blog. Search engines always wish to deliver the best content to users, so if your content is valued then other sites will link to it, increasing the likelihood of earning more high-quality, reliable links from relevant businesses.

At the end of the day, there may be thousands of reasons why your content marketing isn’t giving you the desired results, however the aforementioned recommendations should address the majority of them. If you’re intending to invest in content marketing, you can’t do it half-heartedly. Perform as much research as you can about your target market, your competitors, and your keywords, and produce stimulating content that your visitors will naturally engage with.

If you’re about to give up on content marketing because of substandard results, get in touch with Internet Marketing Experts Bathurst who can point you in the right direction. Call 1300 595 013, or alternatively visit our website for additional information:


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