Creating mind-blowing content is hard work. Unfortunately, the truth is, most of the time, it doesn’t get viewed, shared or downloaded. You’re not generating any new leads or making more sales than before. Content isn’t free either; it costs money to produce content, not to mention the time it takes too. So, when it doesn’t give you your desired outcome, there is a big problem.
Creating failure after failure in content marketing takes your attention off different strategies that might work better. It’s also disappointing for the team that puts the content together to stare failure after failure in the face. Therefore we have compiled tips to help you fix failing content. We are also going to take a closer look at some of the most common causes of content marketing fails.
1. Increase the quality of your leads:
Conversions aren’t everything, and we want you to forget about that for a moment. Consider the leads that are already available to you. What is the quality of these leads? Tons of them are probably not sales-ready yet. How are you going to nurture them? Create content to resonate with these leads. It will take some time and re-evaluating along the way, but it will be well worth your while. Nurturing programs will gradually warm up colder leads, and turn them into high-quality prospects.
2. Your lead scoring is inaccurate:
Time and time again, the conventional wisdom about target audiences has been disproved. It might be time for you to revamp your prospect scoring process. You might need the insight of other departments in your company. Ask some people in the sales department about the daily prospects they deal with. This will lead you to understand what certain traits and behaviours that would more likely lead to sales. Gather information and find patterns of successful conversions.
3. Your content is meaningless:
People aren’t as quickly attracted to a catchy tag line and a pretty image as they used to be. Keep in mind that your customers are experts by now at ignoring marketing messages. There is one thing that catches their attention like nothing else; Relevance. You need to resonate with your target audience on a personal level to get higher conversion rates.
4. Your buyer personas are outdated:
If you are not designing your marketing content with the buyer’s phycology in mind, you are living in the dark ages. It is vital to keep your buyers’ personas fresh. Never assume that your target market today are the same people from 2012. Gather new information about your buyers and prospects at least twice a year, and make sure you understand the in’s and out’s of your target audience.
We hope that this blog made you more aware of your content marketing shortcomings. Remember you can’t fix something that isn’t working by doing the same thing over and over again. If you would like to change up your marketing methods, contact us today to find out how we can take your content marketing to the next level.