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Why Isn't My Content Marketing Strategy Working?

Written by Chandler Austin | Thu,Mar 29, 2012 @ 03:00 PM

Creating great content is the best way to generate quality leads for a business. But producing great content isn't always easy. Sarah Golinger of Hubspot, guest blogging on {grow}, gives seven reasons your content strategy might not be as effective as it could be.

Targeting the Wrong Audience
Targeting is especially important in content marketing. For someone to check out your content, it needs to fulfill a desire or interest for them. The starting point for your content marketing should be determining what your desired audience is looking for.

Repetitive/Boring Content
Content needs to be both valuable and interesting. Look to industry news, updates and trends for fresh content ideas.

Not Enough Variety in Content Formats
Keep things fresh with different formats, like blog posts, ebooks, webinars, videos, infographics, and social media updates.

Too Promotional
While your goal is to get customers, your content needs to be focused on providing educational information. Being an industry thought leader builds trust. It's difficult to build trust if your content always contains a sales pitch.

Your Content Isn't Visible
Interesting, useful content won't help you if no one reads it. Tell people about your content through multiple channels like email, landing pages, Facebook, Twitter, Google+, LinkedIn, etc.

Not in the Right Channels
Use analytics to understand which content distribution channels are the most effective at driving traffic and leads. Concentrate on those channels that your target audience inhabits.

Not Including Calls-to-Action
While you don't want to be overly promotional, give readers a clear indication of how they can learn more about your business offerings.

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