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5 Reasons Why Your Content Strategy Isn’t Working (And How to Fix It)
Marketing / 04 Apr 2022
Ever heard that old saying, ‘content makes the world go round?’ Okay, maybe they said money in the original, but we think it’s content.
Expertly crafted and well-planned content yields results by boosting your site’s online ranking, cementing your brand voice, and converting more profit for your business. Even more so if an expert copywriting service created it.
We see what you’re thinking. Content, that old thing? You’ve been doing it for ages.
But is your content strategy working? Do you see a tangible increase in sales when you post on social media? Do your customers return repeatedly, or do they make one purchase then disappear? Do people interact with your content through likes, comments, and shares?
If the answer is no, your content strategy isn’t working.
Luckily, it’s not all doom and gloom. The good news is, we’re experts on SEO content writing, and we’ve assembled some of the main reasons your content may be flopping. Let’s dive in.
1. You Don’t Have A Strategy
PSA: Simply posting regular content is not a strategy. In fact, it may well be that the reason why your content strategy isn’t working is that you don’t actually have one.
A content strategy involves establishing goals and targets, creating a content plan, and regularly analysing the results using metrics such as digital footfall data to see what’s working and what isn’t.
You wouldn’t go on holiday without booking anything. You wouldn’t arrive at the airport, hope they had a spot for you on the plane, and turn up in a foreign country with nowhere to stay. So why allow this lack of planning into your content?
If you don’t know where to start with a content marketing strategy, don’t panic.
A trustworthy copywriting service can advise you on the perfect strategy for your content marketing needs.
2. You Don’t Understand Your Audience
To create a content strategy that converts, you first need to understand who you’re writing for and what they want to see.
Knowing your target audience is business 101. Before writing your content strategy, create client avatars that detail your audience’s demographic, pain points, and preferences.
For example, if your target audience is Gen Z, they’re more likely to be looking at your content on a mobile, so making it mobile-optimised is vital.
They also tend to find brands on social media, so focus on creating a killer Instagram page and some TikTok videos.
Undertake some all-important market research before crafting your strategy. Take a look at what your competitors are doing and figure out how you can differentiate your content from theirs.
Bonus points if you find a copywriting service with writers who know your industry like the back of their hand.
3. You’re Not Tracking Results
So you’ve come up with your swanky new content strategy and implemented it. Now you just sit back, relax, and let the content do its work without giving it another thought.
To get the most out of your content strategy, you need to monitor the results using KPIs and metrics. This way, you can see which parts of your strategy are working and which (if any) aren’t, and adjust them accordingly. Besides, 90% of the most successful marketers measure content performance, so you’ll be in good company.
Useful metrics to measure include website traffic, page bounces, social media interactions, customer retention, and of course, sales.
With all that juicy quantitative data, you can see which type of content boosts your sales and create more of it, then create less of the content that didn’t perform as well.
4. Nobody Can Find Your Content
Having killer content is no use if your target audience can’t see it. Word of mouth and online advertising only increase traffic to a point. This is where SEO comes in.
In 2020, 75% of marketers named SEO as their most effective content marketing tactic. Having a website or social media account that ranks highly on search engines attracts more customers and increases your brand’s perceived reliability.
Think about it, when was the last time you scrolled to page 15 of Google to find something?
So, now we’ve established the why of SEO, let’s dig into the how.
To rank at the top of a search engine, you need to use keywords in your content. To choose the right keywords, use keyword research tools and think like your target customer (what would they type into Google to find your services?).
When it comes to writing style, search engines like clearly written, easily readable, engaging copy that adds value to readers’ lives. Search engines also prioritise compounding blog posts; evergreen content with titles such as ‘how to do X’ or ‘the ten best X products’.
Create your content with SEO in mind (or hire a brilliant SEO content writing agency to do it for you) and watch your engagement explode.
5. You’re Not Prioritising Content
We get it. Creating and implementing a content strategy is hard work, time-consuming, and can even require new hires. In fact, 54% of businesses have two or more full-time employees dedicated just to content marketing.
Unfortunately, neglecting your content can be fatal for your business. These days, consumers trust brands with a strong online presence, a clear tone of voice, and content they can relate to.
The most successful companies spend a whopping 40% of their budget on marketing, which proves the huge return on investment when you prioritise your content.
You could continue to neglect your content strategy because you don’t have the time, and watch your revenue deplete.
Or, you could hire a copywriting service with unparalleled experience to free up your busy schedule and do the work for you. The choice is yours.
Let’s Sort out Your Strategy
Here at Beesting, we know a thing or two about crafting a killer content strategy. And don’t just take our word for it – take a look at our results. Our copywriting service and SEO copywriting services will help you craft a content writing strategy that sets you apart from your competitors and, most importantly, yields results. For an SEO content writing agency that gets it done, call us today.
Copywriting / 09 May 2022