3 (More) Reasons You’re Struggling with Content Marketing
August 19, 2020
Content marketing has established itself as a key part of many organizations’ marketing strategy. And with good reason: According to Hubspot, 66% of marketers say content marketing is either extremely effective or very effective for their brand, and 0% said it wasn’t effective at all.
But not all companies find content marketing smooth sailing. There are several reasons content marketing programs fail. We’ve broken down five of them in a recent PRVibes blog, and dissect three more reasons below:
A strong call-to-action (CTA) is missing: You can write stellar content, but if it does not end with a strong CTA, you’re missing some terrific opportunities to connect with your customers. Some companies use a simple Contact Us. Other companies point users back to another piece of content, such as a white paper or archived webinar. Still others use examples from their case studies or use cases as part of their CTA and steer potential customers there. A good CTA is a key part of the tiny details you need to engage with your users and potential customers. By leading your prospects down a path with content that is helpful to them, you are drawing them through the buyer’s journey and closer to making a buying decision.
Your keywords are not the perfect fit: By now, you should have a well-established Content Strategy that contains a list of keywords that are important to your business. Each part of the buyer’s journey can have some common keywords, but there should be some that are unique to each of your different audiences—and customers who are in different parts of the buyer’s journey. When choosing keywords, focus on answering specific questions that your customers are looking for, such as “How do I better track my fleet?” in addition to “fleet tracking solutions” or “Solutions for improving production in manufacturing” in addition to “manufacturing solutions for IoT.” You can include terms like “IoT AND manufacturing” as well, as you want to ensure you have both long-tail and short-tail keywords. Just don’t make them too general so that they lose value for users.
You’re not measuring your successes (or failures): This is one of the big challenges companies face—what steps do you need to take to measure your results? If you follow a traditional content marketing plan, that means you’ve developed goals that you hope your program meets. But what’s the best way to measure them? The first step is understanding what you want to measure in terms of key performance indicators (KPIs) and track over time to see if your strategy is working and your goals are realistic. Your goals might be to build awareness (easily measured by KPIs such as time on site, engagement with social media, etc.) or close sales. Either way, measuring your content marketing efforts is critical to success.
These pitfalls all map back to the success you’ve had creating—and sticking to—a content marketing plan. Content marketing can be a fruitful venture for all companies when it is done right. Download our new content marketing white paper to see how you can find success with your content marketing program.