Failure, unfortunately, is an unavoidable part of life.
It happens to the best of us. And sadly, as a business owner, when something like your content marketing strategy fails, it very easily impacts your business sales and company growth.
Failure sucks…to put it bluntly.
Perhaps just thinking of failure brings flashbacks of when your teacher handed back a paper with your first ever big red F on it in grade school. Wasn’t that the worst?
Let’s take a moment of silence to remember all of those fallen test scores…
Ok, come back to me now and listen up.
I’m here to give you a few insider tips to help you ensure that your marketing content never fails again.
While I can’t promise these content creation tips will give you the power to generate billions of dollars of revenue, I can guarantee they will put you in the right direction toward creating successful marketing content for your business.
Keep reading to discover 5 reasons marketing content fails and what you can do to avoid making those mistakes.
#1 You Don’t Provide Value-Driven Content
We live in a world of me, myself, and I.
People who read your content want to know what’s in it for them.
If they aren’t going to get anything out of it, they’re probably not going to bother wasting their time reading it.
Knowing that, you need to make sure every piece of content you create provides value to your audience.
This doesn’t mean showering your readers with precious gems and other assorted gifts (although if you decide to go with that strategy, I’ll gladly give you my mailing address).
It means giving your readers value in one of the following forms…
Tools and resources
The idea is that your reader should walk away with a new skill, piece of knowledge, or handy tool they did not have before they read your content.
Check out this content example from a vet on how to clean a dog’s teeth at home.
Title Tags: Title tags are clickable tags. Make them enticing to click on by using keywords and allowing your title tag to explain what your content piece is about.
Content Length: Longer content ranks higher than short content. Make sure the content you’re producing is at least 1,000 words long.
Content Quality: Be sure that your marketing content is valuable and relevant to your audience.
There are so many things you can do with SEO to ensure the right people find your content. We recommend talking with an SEO expert to figure out what you need to do.
#3 Your Marketing Content Doesn’t Have an Audience
Your marketing content might be failing for one simple reason: You don’t have anyone to read it.
It doesn’t matter how valuable, humorous, enjoyable, or enlightening your content is.
If you haven’t spent the time building up a following of people to read it, no one is ever going to see it.
Here are a few ways you can build an audience for your content:
Create a following on social media pages and share your content there.
Capture email addresses from your audience and send your content via email.
Use paid advertising to promote your content.
Ask a trusted colleague to share a piece of your content.
Attend a seminar or workshop and share your content.
Work on your SEO strategy to increase the number of people who will find your content online.
Ask your friends and family members to share your content. You never know whom they may be connected to that will read your content.
#4 Your Marketing Content Contains Errors
Mistakes happen (just ask your little brother Jimmy how he got here…just kidding). And it’s perfectly normal to create a piece of content that’s missing a comma or a punctuation mark every now and then.
But when this becomes a habit, or when you make glaring grammatical errors on every piece of content you write, people will begin to worry about the quality of what you’re producing.
Make it a habit to proofread your work several times before publishing it.
It may be helpful to let your content sit a day or two and then come back to it.
It becomes hard to catch errors when you’ve read it 5,000 times over the course of one day.
If you’re not a detail person, it’s ok. We all have our strengths and weaknesses so it’s very beneficial to hire an editor to review your work.
We personally have our own secret weapon named MC Red Pen (we wouldn’t want anyone knowing her real name and stealing her from us because, yes, she’s that awesome).
And thanks to her, we can make sure the content is always clean and pristine.
Regardless of how you do it, always make sure your i’s are dotted and your t’s are crossed.
#5 You Have Boring Marketing Content
I want you to imagine for a minute that you are sitting in a room for 3 hours listening to your Great-uncle Gary talk about the proper way to prune his prize bonsai tree.
I can guarantee you that if I had to sit through 3 hours of that conversation, I’d be introducing Uncle Gary’s bonsai tree to a large pair of hedge clippers.
And that’s exactly how your audience feels after they have to sit through a boring piece of marketing content.
The worst part…creating one piece of boring content can create a long-lasting stigma that all of your content must be boring. And for that reason it’s going to be hard to get people to read the next thing you publish.
As a business owner, you’ve got to be able to craft content that is interesting and engaging. Do this in your content by…
Adding fascinating facts.
I know what you’re thinking… “There’s got to be some topics that are just impossible to make interesting, right?”
And to prove it, we’ll share with you a love story we wrote about paint drying on a wall. It doesn’t get much more boring than that topic!
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