Why Your Content Marketing Strategy is Broken

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Is your content marketing strategy broken? There was a time when a website, a couple of paragraphs with SEO tags in them and some good imagery was enough to attract the attention of search engines and visitors. Today, the major marketing tool online is content marketing.

However, it’s not enough just to have content, as many of the SEO-swarmed sites have realized through decreasing traffic and low search engine ranking; a good site that needs to generate significant traffic needs quality content marketing that is interesting, updated regularly, and is relevant to search engines.

So why are current content collections not working well then? Most likely one of the following reasons is at play causing the trouble:

1. There is no Clear Strategy or Goals in Mind

Online content material needs to be coordinated and focused with an overall umbrella strategy, which really should be part of an online marketing plan. That involves have a clear direction what the overall messaging should be, the target group of readers desired, and what the action they should be convinced to perform will be. If these three elements are missing and instead there is just a general mix of content with no apparent reason, the results will be poor.

If your content marketing isn't performing the way you had hoped, this is why Click to Tweet

The same way there needed to be a strategy to the use of traditional marketing tools such as print advertising, radio spots, leaflets, phone calling and similar, there also needs to be a strategy guiding marketing online with content.

2. You Get What You Pay For

If your online content budget for costs is bare-bones or cheap, don’t expect nothing or close to nothing to suddenly produce miracle responses from traffic. Some investment needs to be put into the project to both obtain quality content and attract good resources to do the job.

Those companies that invest in content marketing the same way they did for print media or radio spots are seeing significant results because the resources obtained are far better quality and deliver far more. So you have to spend some money to make money in sales.

When it comes to content marketing, you get what you pay for Click to Tweet

3. The Material Isn’t Relevant to Your Readers

Good content not only informs readers, it gives them a reason to come back for more. They begin to treat a successful website or platform as an ongoing resource. In doing so, a connection is made, and readers are motivated to take action when requested via the content over time.

Content that has no relevancy to readers is definitely not going to convince them to do anything, much less generate sales. And it definitely won’t convince them to share by link with others in their network.

4. There’s No Problem Solving Involved

The number one reason people do a search online is because they need to find information about something. That usually involves some kind of potential solution that solves a problem. Valuable content does exactly that – solves a problem with a viable answer.

If you're not solving a problem with your content marketing, you're creating one Click to Tweet

If your content simply discussing information but doesn’t provide any value to the reader, it’s essentially worthless to 9 out of 10 readers. Yes, there’s probably someone who might use it for historical reference or quote a pithy statement, but for the most part it doesn’t solve their primary reason for search, to solve a problem.

5. Your Content is Flat

Smart content marketers are using multiple tools to get a point across. That’s because audiences and readers vary. Some respond well to text, and others respond well to visual such as video. A combined mix hits more users than just one format. In an ideal situation the viewer is impressed by the video, it makes a mental impress that sticks, and they have text to copy and paste for follow up afterwards. That’s the kind of mix that no only gets reaction, but it is also extremely easy to share with others, making the given marketing go viral.

Your content marketing needs some thought behind it, as discussed above, to be effective. It’s a far more involved process that a flashy banner or a simple image ad. Yes, it takes some work, but the payoff in increased traffic that stays consistent over time can be huge.

Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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