Why Failure is Apparent Among Most Brands when they Make Use of Content Marketing?
Do you ever wonder why your business isn’t working properly? Could it be the content marketing strategy you currently have? Perhaps, this strategy isn’t working the way you expected it to be. If this is something that troubles and annoys you then you should keep in mind that you are not the only one dealing with this kind of predicament. As a matter of fact, there are so many people on the face of the planet who fail miserably with their content marketing strategy. What is even daunting is, many of these people are not sure why they are failing.
As of the present days, most of the businesses are using content marketing but unfortunately, they seem to fail with such kind of strategy. For your information, 94 percent of B2B small and micro businesses make use of content marketing. What is really worrying is the fact that only a few of these small businesses make it possible to succeed. In fact, even those who are considered successful don’t feel and consider themselves as one. Only 9 percent of B2B business marketers tag content marketing as an effective marketing tool for their businesses. Well, that doesn’t sound so good.
I have actually discovered some trends that could possibly explain the failures of those that make use of content marketing. For a lot of business marketers out there, it is not content marketing that simply failed but their strategy instead. Or, it could also be the fact that these people might not even have strategies to boost their marketing schemes. With this in mind, we are brought to the top reason why companies and business organizations fail miserably with content marketing.
You Don’t Have Any Strategy at All
This can be simply understood this way: many marketers fail because they don’t even have any strategy in their content marketing at all. As you create a strategy, it is important to look at your competitors who have become successful. By doing so, you will be able to fetch a good amount of information based on their hardships, difficulties, failures and success.
You might also want to think what made their content marketing a good shot for their businesses? This is worth emulating, so far. To where did they share their content? Follow what they did. Who are those people sharing with their content? Be able to reach the same prospects. Keep in mind that the success rate of your content marketing equates with the strategy that you make and the way you deliver your objectives.
Of the businesses that rated their business efforts as successful and achiever in the field of content marketing, 66 percent claimed to have used a documented strategy for their content marketing. With a well-focused strategy you can simply make a huge difference between failure and success as far as content marketing is concerned.
You are not Spending Sufficient Time for Business Planning
You need not to spend all the funds of your business in the formulation and implementation of business strategies. But ideally, it really makes sense to invest all along. Take note that no invest is equal to the failure suffered from content marketing. According to research, 48 percent of content marketing users said that they have the plan of increasing their business spending in the next twelve months.
Through the years, content marketing is being coined as the marketing world’s magic bullet. This belief has actually continued to pass on and increase while more and more companies continue generating success. And with only 9 percent businesses and companies that plan to lessen their spending on content marketing, it is clear to note that content marketing is indeed successful and will linger on. That is the very reason why you should learn the ways to make yourself successful and an achiever in the field of content marketing.
Averagely, B2B companies and businesses spend 31 percent of their business marketing budget on creating good and high quality content. And when you are done deciding on what you should invest in line with content marketing, keep in mind to do something that allows you to get what you will have to pay. With your budget, you’ll have plenty of room and space to create excellent and great content.
You are Using Boring Content
When an article or content is boring rest assured that t won’t get shared or even read by people. Thus, you should keep in mind that every time you create content for your site, it should be very interesting by all means. This is not impossible because everything is possible when it comes to writing fresh, interesting, relevant and actionable content no matter what its subject or topic is.
Search engine Optimization or SEO? How about writing an article about the prime benefits of SEO to the existing website of your business? Dogs? How about writing an article about why this pet is called as man’s best friend? If you are interested with SEO and a dog-lover at the same time, it would be very interesting to read such articles. When your articles are interesting, you will get the guarantee of a stream of people that will continuously flock to your website.
But good content is not always good enough, though. The act of creating and formulating interesting and relevant content is just the first step to make your content marketing strategy effective. Be sure that your content is something that will substantially inspire not only other people but your community as well. Creating content that could go viral can trigger readers and viewers to go back to your site, creating opposing views or insights as well as discussions.
There are some reasons why boring content is created by many businesses and companies and they are as follows:
- They usually hire inexperience and inexpensive writers.
- They are not sure of the kind of content they should compose for their company.
- The content is tagged as flat-out boring.
- Businesses do not understand what they ought to target.
As of today, content marketing has turned out to be even more competitive with each passing day. Thus, this should trigger you to create stand-out and remarkable content. With quality content, you can clearly see the difference between failure and content marketing success. Moreover, this is also a case where quality should be more important than quantity.
Your Expectations are Impractical
In the field of viral content, we have already heard of stories that pertain to businesses that create blogs and made millions in the succeeding days or weeks. Are they real? Yes, they really do exist. In fact, I have some personal stories that I can share with you but is not the standard, actually. But one thing is for sure. You should not set your goals a way too high. Why?
It is because setting your goals too high can put you in a situation wherein you will be expecting to hit the viral status by just posting two or three blogs. To overcome this, it would be wise to set your metrics and reasonable goals when crafting your content marketing strategy. Moreover, your metrics and goals should be well fitting to your company and to the things that you are looking forward to achieving.
If you are a professional roofing contractor in a rural area of Oklahoma then it is not a likely thing to expect more than one million followers in Instagram account. Such kinds of metrics and goals aren’t just the right stuff for your business.
You are not Actually Promote what You are Creating
In the world of marketing, an anti-social characteristic is not a winning strategy. A content that has been created and published in your blog and stop right there is just as good as not making the content. As far as content marketing is concerned, promotion happens to be the best component that matters most.
There are actually many ways to help you in promoting your content. You can promote it on social media sites, through email marketing, by way of referral links and many others. Content that has not been promoted can make your business a flop. Thus, it really helps to where and how you will be marketing your content. Once you have chosen them, be sure to shower each chosen channel with love. Ideally, consistency happens to be your ticket to publish effective content on your blog and social media. Your content will never be considered successful unless people view and read it.
You are Ignoring the Science of Logical Analysis (Analytics)
After setting your business goals, it should be followed by the act of measuring your business success. Ignoring the analytics can put you in a position wherein you will not be able to know what actually works for you and your business. Measuring analytics to measure business success does not necessarily mean using just one metric. Basically, your metrics and goals must be based on not just two or three but multiple numbers.
Most of the M2M businesses (small or micro businesses) measure the success rate of their content marketing through the traffic that they get from their website. While this proves to be a good way to gauge success, it should not be the only way to keep track of your content marketing strategy. It should be gauged and measured by two or more metrics. Or, you should choose to track down your SEO rankings, website traffic, heightened customer satisfaction and shares on social media.
But after all what you have done, what do you expect from your blog? Do you expect more signups on your email or do you look forward to increasing your sales? If you are aware of your goal, it will be possible for you to monitor your content efforts and this is something that will definitely lead to the conversion that you are actually aiming for.
Ideally, the metrics that you have chosen to help you in defining your success will absolutely depend upon the kind of marketing strategy you have, the channels that you are currently using to get your content promoted and the kinds of metrics that have the capability of measuring success.
You are Making Content for the Wrong Viewers
Before you get in the way to create content, it is important to consider the kind of audience or viewers that you will be targeting in the first place. To whom are you writing for? What are the principle doubts and pain points of your audience? Who are the people that you wish to target using the social media site? Do you look forward to seeing your target viewers engage with the kind of content you made?
Who are going to buy and patronize your products or services? Do you expect your audience to help you in spreading the word about your products or services? Will your viewers help you in uplifting your company or brand? If you can’t spell out the kind of audience you want, it is more likely that you are uncertain of how and where you will be marketing your content.
As far as your target audience is concerned it really makes sense to know their age, gender, income, spending habits and anything that might serve a purpose. And to help you in creating effective content marketing strategy, it would be helpful to create a buyer’s persona as well. With this in mind it will be much easier for you to determine what you are actually want to reach.
Where are these people consuming and using content? During these days, younger people or millennials tend to go certain social media sites such as Instagram, Snapchat, Facebook, Twitter, etc. Of these social media sites, Facebook is considered as the site that comes with a wide age distribution among users. With this information at hand, it will be easier for you to find where your target audience is. This will then allow you to start with your content marketing. But before targeting your audience or viewers, it really helps to know them first.
You’re on a Niche that’s Hard to do
As far as content marketing strategy is concerned, many would certainly admit that there are some niches that are known to be more difficult compared to others. There are niches that do not sound so sexy or appealing. There are niches that belong to topnotch industries which were taken up by giant corporations. If creating content strategy is hard at your end, this does not necessarily push you to stop. In fact, successful marketing is possible when you do it in any kind of niche.
Now if you are competing in the market with a complex niche then it really makes sense to add extra effort in your content marketing strategy. And if you will be creating content strategy for a highly competitive niche, be sure to know what your competitors are actually doing. Gather as much information as possible from them. Look at those companies that failed as well and you can learn from them too.
Now if you are making content marketing strategy for a particular niche that is not interesting or you find it hard to reach your audience online, this is the best time to use your creativity. Try to think of something that can help your audience – not just something that interests them. You can write a story. You can also inform your viewers about the nature of your company being a home to products or services which are manned by humans and not robots.
You are Unwilling to Wait
Like what the popular saying goes, “Patience is the key to success.” In the world of content marketing, creating content and making it viral is not a rocket science. It is actually a long-term game. In fact, many companies often witness an interest spike in their businesses which are often known to drop off at a rapid pace. Such movement can be very discouraging to business owners, making them think that their content marketing strategy has crumbled and failed. As a result, many of these business owners quit and this is very evident up to these days.
Like what has been said a while back, content marketing is considered as a long-term game and a slight drop of should not be something that will discourage you but to push you through in the act of working even harder. Remember that you will never ever win if you quit. In most cases, after a period of drop-offs, traffic tends to increase momentarily, again and again. In content marketing, success does not happen overnight. Be patient and be ready to play the long game if you look forward to seeing yourself enjoying success through your effective content marketing strategy.
You Ended Up Deciding SEO is not Necessary
Today, many people believe that search engine optimization or SEO is already inexistent or dead. This isn’t true. In fact, SEO still plays its very important role in the field of content marketing. Without SEO, it will be impossible for you to make your content marketing strategy successful.
Search and SEO are not dead. A researcher’s chart presents 16 percent referrals that come from social media and 84 percent originated from searches and direct referrals. In short, SEO still continues to play its purpose as content marketing’s principal component. Prior to this truth, it is important to give yourself the time to learn SEO to make your content marketing strategy work.
Effective Ways to Prevent Failure
After learning about the potential reasons why many business marketers fail at content marketing, it is now high time to explore the various ways to help you transform content marketing failures into success.
Utilize SMART Goals
First, you need to make use of what is known as SMART goals which include: Specific, Measurable, Attainable, Relevant and Time-bound. This should be strictly followed in order to get rid of fuzzy and unattainable objectives along the way. With SMART goals, you will be guided along your way towards success. It also allows you to set a basic strategy for your content marketing schemes. If you feel like being intimidated by the way you create your strategy, just keep yourself focused on setting your SMART goals. That will keep you equipped along the way.
Have Fun and Enjoy
The creation of s strategy for content marketing may not be fun and enjoyable but this should not make you feel like you are going to create or write boring and uninteresting content. Creating fun content that’s combined with the sparkling attributes of your business, this will give you the assurance of capturing the attention of your audience. Be able to write about the things that make your company different from the others. Write about the culture that’s being observed in your company as well. Share all of these and you’ll see.
Take note that your viewers want to relate to you and your company like a human being. Thus, sharing your quirks and personality are just some of the most effective ways to gain the trust and loyalty of your viewers to you. Tis will all happen simply because your audience can relate to you.
Be Able to Build and Form a Community
Content marketing will never be complete, effective and successful without building a community or audience and this is the portion where patience in content marketing is applied. Be able to identify and point out your community. Be able to find it and retain its members in the process. And in the act of building your community, it would be wise to consider knowing about the kind of social media they often use.
Be able to determine the places where B2B companies and businesses are conducting their marketing strategies. What social media sites do they frequently use? In most cases, small and micro businesses often focus strategy on content marketing on Facebook, Twitter and LinkedIn. By simply knowing the social media site that your competitors use, you will be aided at how you can make your content marketing strategy a success.
Your Content Should Have Great Headlines and Titles
The title often reflexes what the content contains. In most cases, uninteresting titles can make people assume that the content is equally uninteresting too. With your title or headline, you will be able to capture the attention of viewers and convince them to read or view your content. Ideally, the title or headline serves as the most significant part of an article or content.
Be conscious about the title’s length too. When using Twitter, make sure that your title should be composed of eight to twelve words long. For Facebooks, a title should be twelve to fourteen words long. And if you wish to have a good ranking in the search engine results, your content title should be limited to seventy characters only. The kind of title that you use should also connive well with your industry. Also, you also need to be extra creative to make headlines and titles that are striking and catchy.
Don’t be too Self-Centered
Excellent website content does not always mean you are selling something. To be able to put good balance in your content, be able to sales-pitch your brand by simply creating relevant information that your customers can absorb. You can also write interesting stories regarding your business or industry.
Use Different Types of Content
There are various types of content and using them makes an effective way to make your content marketing strategy successful. By doing so, it will be possible for you to reach a wide range of audiences. You see, there are audiences that prefer reading blog posts, watch videos or make interactions via Twitter or Facebook.
There are many different types of contents and they include the following: text, images, audio, podcasts, case studies, ebooks, emails, press releases, articles, blog comments, blogs, industry news, etc. Be able to examine the best channels where you can design your content and reach your audience as well. Do not be afraid explore and make experiments.
Short-Term Failure is Just Fine
Yes, experiencing failures is okay. But you need to make sure that you will go back to reexamine the strategy that you made for your content marketing. Many content marketers failed at certain points and their success after their failures spells out their creativity when it comes to starting over again and trying something new. Moderate failures can be advantageous at your end as long as you treat them as a way to learn something new.
A Call to Action is a Must
Call to action in content is briefly known as CTA and doing this can be very simple. It should be written in a way that you are requesting your reader to do something. Some CTAs usually include download this item, click this button, click this link, add your email, click here, sign up now, etc. With a call to action, content marketing becomes more effective due to the fact that you are keeping your viewers engaged and informed about other content that they may be interested in.
So, there you have learned the many reasons why many people fail at their content marketing strategy. Fortunately, these problems are simple and easy to fix. With effective content marketing strategy, you are headed to a game that will surely lead you to success. And with the increasing number of companies using content marketing, it should be something that must trigger you to start investing on it. Take the time to market and promote your content as well. But before you can do that, you need to know your audience first. After promoting your content, be patient to wait for its results. Although it is a long-term game, effective content marketing allows you to build an audience to be able to reach what you desire.