Why content marketing is not working for you

In this post you will learn why content marketing is not working for you – if at all you have been trying to use content, more strategically, to achieve various goals that would otherwise be costly and not worth your time (say if you were only to use expensive media to get people to pay attention to you).

Depending on the position you are in now, you may be frustrated by the results you are getting for your efforts in using different types of content formats in your marketing strategy.

Or you may be pleased by the success you are getting already and only looking for ways to keep the results trending upwards and to the right.

 Note that Niabusiness has linked to some of the resources on this page (some listed below) using affiliate links. When you click on something and purchase it, Niabusiness will receive a commission from every successful sale / referral, at no extra cost to you. 

So here are a few things that may be slowing you down.

Content marketing does not only mean writing and publishing blog posts

It would be easy to assume that when someone talks about content marketing they mean writing and publishing lots of articles on a blog to get leads.

It can be easy to assume that it is all about writing short blog posts or long-form content that promote various products and services you are selling. writing blog posts – one after another – consistently – hoping to reach some of the ranges mentioned in business to business (B2B) and business to consumers (B2C) reports like the ones distributed by HubSpot and referred to by several bloggers, sales people, freelance writers and internet marketers promoting business blogging.

Content marketing, to me, is using content in any format or medium profitably.

Profitably, here, does not necessarily point to monetary rewards.

It simply means using content in the best possible way to bring about the achievement of a goal. Which can be anything: sales, sharing, brand exposure, leads, email subscribers, more social and organic search traffic or increased authority in your niche.

For any of the aims, you can use text, ebooks on various platforms, PDF downloads, apps, images, photos, graphics, emails, audio podcasts, videos both online and offline – so long as what you do with the content is geared toward realizing the achievement of a goal you have in mind.

You are not promoting your content well

One reason I often look beyond page one of Google when searching for something online is because of the many great blog posts published by bloggers, businesses and leaders – great blog posts that sometimes rank way beyond page two of the search results pages.

But remember this, most people don’t look beyond page one when searching for something on the internet. At least, not in most cases.

We all cannot rank number one for the keywords, niches, locations or topics we have in mind but we can do more to ensure the content we create get into page one, starting at the tenth spot, and then moving up and up until we rank number one for a term – or close.

But then again, some do get a lot of traffic (for example, traffic from social media) without ranking at the top of the search engines.

The main point I want to bring to your attention is that your content can do better with a little more promotion.

Think one hour here one hour there spent on email outreach – that end up earning you links from domains and pages with great authority.

Or the kind of promotion on social media that gets you the attention of an influencer in your niche – that then leads to more good things like a mention and links – or even an opportunity to guest post or be interviewed on a bigger blog, podcast or YouTube channel.

Look at all your attempts at content promotion and do more of what has already proven to be working for you while you dedicate some time, on the side, to learn more ways you can use to get more of your content in front of the people you want to see it.

If you try to promote your content on every platform or channel – all at once – frustration can easily kick in. To not be overwhelmed, pick one or two methods of promotion and start using those. Expand more, later, when it becomes necessary.

You are not using paid advertising to ensure more people see your content – and take action

Publishing content and getting the people you have in mind (readers, prospects or customers) to see it without spending money (may be only the cost of hiring a freelance writer) is the dream of most content marketers and businesses.

And some focus exclusively on doing that – swearing to never spend any money on content besides money they put aside to hire a salaried writer to their staff or money they use to outsource their writing needs to a freelance or writer or virtual assistant.

However, for your case, I encourage you to consider spending a little more money (start your tests with a few hundred dollars to see what works for you) for example on Facebook ads to quickly get more people to see your content, read it, watch it, listen to it, share it and take the kind of action you want them to take (make sure you add Facebook Pixels code to your website when you do this).

You can easily get the initial traffic, shares, buyers and action takers by publishing your content and then using Facebook advertising to promote it – using clicks to website in your campaign – to get people to the exact URL, on your site, where the content you want them to see resides.

Don’t be scared of spending more. Spend more, for bigger rewards.

Your aim is to consider great ways to increase your reach with every piece of content you create.

That means using paid advertising to get more people to see your content is something worth considering.

If it is profitable to do so, do it.

You don’t have a strong reason why you are doing what you are doing as a content marketer

You must have a plan, a process, and a strong reason for what you are doing. Know why you are doing what you are doing when it comes to creating and publishing content.

And for every piece, a strong call to action that gets people who see your content to see that reason, process or plan and still want to be involved in what you have to offer, what you have to say.

Having a strong reason weeds out those for whom your offer doesn’t feature in their list of wants and needs. And leaves you room to engage more with those interested in your message, your offer.

Make your reason clear enough that the reason in itself pulls in the kind of audience you have in mind.

Make sure your content is ready to be found when the people you have in mind are searching it – for answers to questions you address in your message, your offer.

Every time your company creates content, let your mission shine in your piece, without explicitly telling people what your mission is in the way some companies do using generic words in their about us pages on their blogs and websites.

Show them. Through stories, anecdotes, analogies, stats, testimonials, essays, news commentaries, case studies, and reports, let them see it.

You are not focusing more on what is already working for you in your marketing efforts

Sometimes the best way to get more out of content marketing is to focus on what is already working for you.

Look at some of the posts you have published on your blog or contributed to other sites that have done well.

Go through them again to see why they resonated well with so many.

Check your referrers.

Check the search terms people use to find your site.

Find the post titles people click more. Find your most shared content.

Look at your content that attracts the most comments.

Then do more of what is already working.

Write new articles (or create videos, audio, graphics, books, presentations or downloads) that address the questions you receive via email or via your comments on your blog.

Create more content targeting the short tail and long tail keywords that pop up in the search terms area of your analytics tool.

Interview some of your website visitors. Write testimonials and case studies around the stories involving your readers and clients.

And the more you publish new content, keep looking at what is working for you, making necessary changes as you go along.

There is way too much content out there and you haven’t found a way to hold people’s attention

There is a lot of content being produced every day.

More individuals, small businesses and even big companies are taking advantage of content marketing.

Publishing lots of blog posts on a daily basis.

They all want to benefit from content – and depend less on expensive advertising for brand exposure and sales.

More and more people are after the same people you are after. More and more people want to rank for the same things you want to rank for.

That means a lot of competition around the world, in your country or your local area (in your neighborhood, city, town or village).

Instead of this inspiring a crippling fear in you, take it as motivation to keep creating and offering your best content to others.

That is one way of standing out.

Of course, you will then have to apply some of the tips I’ve discussed above: phone & email outreach, cheap advertising on Facebook, doing more of what is already working for you, writing interesting stories based on the lives of others.

Acting on the feedback you get, as you pour out more content, will help you find more about what people want – what they pay attention to.

Act on the feedback you receive.

Use it to inspire new content.

Use it to refine content you have already published.

Use it to do more of what helps you hold the attention of the people you are interested in involving in what you do.

When you do all this, you will soon realize that content marketing works great for you. You’ll get better at it – and your efforts will pay in heaps – for both you and the people who consume what you create.

Niabusiness Recommendations – Tools, Resources

Book Recommendations – Buy & start reading these ebooks on your device now

  1. The Miracle Equation: You Are Only Two Decisions Away From Everything You Want by Hal Elrod
  2. The Art of War: Complete Texts and Commentaries by Sun Tzu, Thomas Cleary
  3. Secrets of Self-Mastery by Mitch Horowitz
  4. Master Your Emotions: A Practical Guide to Overcome Negativity and Better Manage Your Feelings (Mastery Series Book 1) by Thibaut Meurisse, Kerry J Donovan
  5. Coleman’s Laws: Twelve essential medical secrets which could save your life by Dr Vernon Coleman
  6. The Elements of Moral Philosophy by James Rachels
  7. Loving Your Spouse When You Feel Like Walking Away: Real Help for Desperate Hearts in Difficult Marriages by Gary Chapman
  8. Renovating Your Marriage Room by Room by Dr. Johnny C. Parker, Jr
  9. The Billionaire Who Wasn’t: How Chuck Feeney Secretly Made and Gave Away a Fortune by Conor O’Clery
  10. Here’s The Deal: Everything You Wish a Lawyer Would Tell You About Buying a Small Business by Joel Ankney
  11. Buy Then Build: How Acquisition Entrepreneurs Outsmart the Startup Game by Walker Deibel
  12. The Art & Science of Respect: A Memoir by James Prince by James Prince, Jasmine Waters
  13. #BreakIntoVC: How to Break Into Venture Capital And Think Like an Investor Whether You’re a Student, Entrepreneur or Working Professional (Venture Capital Guidebook Book 1) by Bradley Miles, Carol Tietsworth
  14. Leading with Cultural Intelligence: The Real Secret to Success by David A. Livermore
  15. 101 So Bad, They’re Good Dad Jokes by Elias Hill, Katherine Hogan
  16. The Sleep Solution: why your sleep is broken and how to fix it by W. Chris Winter
  17. Angel: How to Invest in Technology Startups—Timeless Advice from an Angel Investor Who Turned $100,000 into $100,000,000 by Jason Calacanis
  18. Sulwe by Lupita Nyong’o, Vashti Harrison
  19. Ruthless: A Memoir by Jerry Heller, Gil Reavill
  20. The Upside of Stress: Why stress is good for you (and how to get good at it) by Kelly McGonigal
  21. How to Be a Great Boss by Gino Wickman, René Boer
  22. Who Moved My Cheese: An Amazing Way to Deal with Change in Your Work and in Your Life by Spencer Johnson
  23. Small Giants: Companies That Choose to Be Great Instead of Big, 10th-Anniversary Edition by Bo Burlingham
  24. The 22 Immutable Laws of Marketing: Exposed and Explained by the World’s Two by Al Ries, Jack Trout
  25. My Favourite Dictators: The Strange Lives of Tyrants by Chris Mikul, Glenn Smith
  26. Influence – Science and Practice – The Comic by Robert B. Cialdini, Nathan Lueth
  27. What Every BODY is Saying: An Ex-FBI Agent’s Guide to Speed-Reading People by Joe Navarro, Marvin Karlins
  28. The Dynamics of Conflict: A Guide to Engagement and Intervention by Bernard S. Mayer
  29. The Time Trap: The Classic Book on Time Management by Pat Nickerson, Alec Mackenzie
  30. Choose Yourself! by James Altucher, Dick Costolo
  31. Get a F*cking Grip: How to Get Your Life Back on Track by Matthew Kimberley
  32. You Can’t Teach a Kid to Ride a Bike at a Seminar, 2nd Edition: Sandler Training’s 7-Step System for Successful Selling by David H. Sandler
  33. The Fault in Our Stars by John Green
  34. How to Win at the Sport of Business: If I Can Do It, You Can Do It by Mark Cuban
  35. The Greenhouse Approach: Cultivating Intrapreneurship in Companies and Organizations by Chitra Anand
  36. DotCom Secrets: The Underground Playbook for Growing Your Company Online by Russell Brunson, Dan Kennedy

Domain registrars – get your own domain name

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  3. KenyaWebExperts – get .com & .co.ke domains for less than KSh 1000/yr.

Web hosting companies – get hosting for your blog or website

  1. KenyaWebExperts – starting at KSh 2,100 / year.
  2. HostGator – starting at $3.95/mo if paid annually.
  3. Bluehost
  4. Namecheap
  5. Namesilo
  6. WPEngine
  7. Garanntor Kenya

Plugins for your WordPress site

  1. MonsterInsights
  2. OptinMonster
  3. WPForms

Hire freelancers to help with tasks you’d rather outsource

Check Niabusiness Classifieds. Place an ad for free. See categories you can outsource tasks in.

For more recommendations, check Niabusiness Tools & Resources page.

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