You’ve created remarkable content for your blog; you’ve written an engaging email for the leads and customers on your business’ email list; you’ve crafted some fantastic tweets and Facebook posts… now it’s time to publish. You hit the button and bask in the glory of your wonderful content.
You watch the analytics, expecting a rush of visitors as all of your leads and customers rush to read your latest post.
You wait ten minutes. An hour. A day.
A few days later, only a trickle of people have read your post.
You know it was a great post. It was well written, had a great story, followed all the best practices… but nobody is reading it.
So, what can you do about this?
If this were a game of basketball, you would change where you were standing and the angle from which you were throwing the ball to make the shot.
The same logic applies to marketing.
When something isn’t working, you have to adjust your angle.
Maybe your content was remarkable, but not targeted enough – did you forget about your Buyer Personas? Or maybe the content was targeted to the right people, but at the wrong time – did you consider your recipients’ place in their Buyer’s Journey?
These are all things to consider when utilising content as a marketing tool. At the end of the day, it’s about the reader of the content, not the content itself.
Don’t Give Up
Unfortunately, when some companies experience results like these, they decide to drop the ball completely, under the assumption that it must be down to the irrelevance of content as a marketing tactic, and not the irrelevance of their content to the recipient. For them, blogging did not work, and has resulted in a failed marketing strategy – R. I. P. helpful content, hello to unwanted cold calling.
However, contrary to popular belief, content marketing is not an add-on to traditional marketing, or simply a way to ‘fluff up’ your brand. It is a stand-alone tool for reaching buyers where they’re at – and it works. According to HubSpot, 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep, and 53% of marketers say blog content creation is their top inbound marketing priority.
Your content has become your company’s first impression, so make it count. Make every shot a “slam dunk”: controlled, targeted and in the net – scoring leads for your business.
What to do when your Content Marketing Strategy isn’t working
So, how do you change your attitude to content marketing and benefit from this potentially excellent ROI? It starts with a simple question: Why should this person read my blog?
What is it you can offer them in this blog? As opposed to traditional marketing, inbound marketing is driven by content that asks and answers these types of questions. Not just guessing what customers need, but knowing at every stage of the buyer’s research and purchasing process, based on real data.
Because at the end of the day, if it doesn’t add value, and more importantly, if it doesn’t add value to this specific reader, it’s going to miss the net and you could lose out on the leads you were aiming to gain.
Here are four things to consider when writing your next blog:
- Which Buyer Persona is this directed at? (You can read up on Buyer Personas here for more clarity on how this method can help target your content and segment your contacts).
- Where are they in the Buyer’s Journey? (More info on the Buyer’s Journey here).
- How will this content offer provide a solution for a lead, or delight a current customer?
- Is your blog optimized? Where is the whitespace, the images? Is too much going on? Or not enough? Is it optimised for mobile? Considering how many of us scroll through content on our smartphones, ensuring your content can be read on all devices is crucial.
There are many more ways you can make content marketing a lucrative platform for your company. However, the main takeaway is this: always think about what makes your blog valuable and your content remarkable.
Knowing who you’re talking to and what they need at that specific moment – that’s how you add value, ensuring your blog reaches readers who can be nurtured into leads.
We know you are a results-driven company. We deliver Tenfold results. To understand who you should be writing content for and what you should be writing about, contact us for a consultation.