You’ve created an amazing piece of content, but no one seems to be interested in it. No shares, no comments, and no traffic. You don’t know where you went wrong and why your content isn’t working like it should be.
If this describes your situation, then this article is exactly what you need!
Here are 5 reasons your content isn’t working and what you can do about it. You’ll be back on the road to success in no time at all!
1) You’re creating content without a brand identity
It’s important to have a brand identity that ties your content together. If you don’t, then your content will be all over the place and it won’t work.
A good brand identity gives your content a unique voice and familiar brand design elements that make your business stand out.
Take the time to think about your brand identity. What does your logo mean?
Do you have a style guide to follow consistently?
What personality does your brand have – fun, serious, casual?
When you have clearly articulated your brand identity, your content will become more distinct and purposeful.
2) You’re putting out content you like
It’s not about what you like, it’s about what your target audience likes. If you’re putting out content that you think is fun to write about, but no one else is reading it, then it’s not going to be as effective.
Think about what would best appeal to your target audience. Start with researching the topics that matter the most to your target audience – their challenges, areas of interest, hobbies, etc.
As you spend more time getting to know your audience and what makes them tick, you will have more success with developing content that resonates with them.
3) You’re letting your content strategy slide away
Another reason your content isn’t working is failing to keep your content strategy aligned with the needs of your business.
Have a well-documented and self-explanatory that outlines every step of your marketing activities. And if any changes are required, capture them in this document, so that everyone in the team is aligned too, and stays consistent with the new direction.
If you want to know the exact steps to create a content marketing strategy, click this link to grab my e-book for free. I’ve shared all the content strategies that I use in my business to build a magnetic online presence organically.
4) You’re sharing content on social media only once
Have you and your team taken the time to research and create a valuable piece of content, only for it to not receive any engagement? Remember content marketing is a long-term game, and a slow start doesn’t mean that it won’t work.
With all the work that is already done to create great content consider repurposing it, and breaking it down into different formats to find out which form is most engaging.
More about repurposing content here. My book has a whole chapter about content repurposing – click here to download.
5) You’re ignoring content insights on social platforms
Your content isn’t working if you haven’t been paying closer attention to the user analytics. Whether you are using Facebook, Instagram, LinkedIn or any other social platform, track your insights on a weekly/ monthly basis to find out what’s working for your target audience, and what’s not. This data can help you fine-tune your content strategy, creating posts that work all the time.
Tips to create attention-grabbing content
No more worrying that your content isn’t working! Implementing these tips into your content marketing strategy is sure to boost your success rate.
1. Write visually, structured copy for easy scanning on any device.
2. Create powerful captivating headlines
3. Use subheadings to keep your visitors engaged and moving through the content.
4. Use whitespace effectively to make scanning easier
5. Start headlines, subheadings and paragraphs with compelling words, so readers can catch them as they move through the content.
6. Put important information in bold font, so your readers can see them easily at a glance
7. Highlight supporting statistics, quotes or facts in callouts or different fonts/colors.
8. Use bulleted or numbered lists to make skimming easy.
9. Use captivating images to convey the spirit and emotion of your message.
10. Leverage on infographics to convey key important information at a glance.
While it is important to create valuable content, it is equally essential to think about how you present the information. If it is not scannable, or hard to read, your visitors are going to skip to the next post on their feed.
Did you know that 2-3 letter words are skipped over almost 75% of the time, while 8 letter words are almost always fixated upon.
For entrepreneurs and content creators, I’ve created an ebook that focuses on creating a content marketing strategy that brings organic traffic and skyrockets your business. Take the guesswork out of your content strategy, and use my tried and tested processes (and templates) to get you moving in the right direction. Click here to download your copy now.
