These days, the need for businesses to use content marketing is pretty obvious. So many businesses have implemented a content marketing strategy–but only some are succeeding. 

Some teams are quick to say that content marketing just doesn’t work for their business, but truthfully, there are many reasons why their current content isn’t working. So don’t give up just yet!

We’re sharing five reasons why your content marketing efforts aren’t performing well and what you can do to turn it around.

5 Reasons For Low Content Marketing Performance

1. You’re not nurturing your audience.

It can’t always be about selling your products or services. While that might be a hard pill to swallow, there’s a different way to look at it. Content marketing is about nurturing your audience and curating a digital space where potential customers feel you are a trusted resource. 

Once your audience can trust you, they feel keener to purchase. So try prioritizing curating content that positions you as a thought leader in your industry and answering your audience’s questions and pain points.

2. You’re making assumptions.

You know the saying, “when you assume, you make an…”. Well, for the purpose of this post, we’ll skip the rest. Where we are going with this is you can’t make assumptions about what your audience is looking for. Google answers approximately 63,000 inquiries every second. So wouldn’t it be nice to know exactly what questions your target audience has for your business? 

Great news! Some keyword platforms allow you to see what your audience is asking so you can better determine the type of content to create. Both these platforms and SEO specialists can help you better understand what your audience needs. SEO is a critical part of content marketing in answering your audience’s questions and getting visibility.

3. You’re leaving your content as-is.

It’s not over until it’s over. Your business should always be looking for ways to optimize, and that includes past content. Not all old content should be optimized. Try looking for best-performing content and how you can republish or repurpose it to get more eyes on your work. 

Review your analytics monthly to determine what content resonates with your audience and what fell flat. But just because a piece of content didn’t perform well doesn’t mean you should take it down or assign it as a failure. There are many reasons a piece of content doesn’t perform well, but often it’s the messaging around it. Try positioning your content topic in various ways to find what resonates with your audience.

4. You’re looking for quick results.

Content marketing isn’t a quick shot toward sales; it’s a long-term commitment. Similar to any relationship, it takes time and trust. While statistics show that content marketing successfully brings in more inbound traffic and leads, it’s not a miracle maker. Content marketing won’t be an overnight success, but given enough time, it will be a resounding one. 

5. You hit publish and call it a day.

If you are creating quality content consistently, you are doing yourself a disservice by publishing and never promoting it. There are various types of content marketing, but they all can work together to reach your business goals. 

For example, you create a fantastic blog post you know your audience would love, so you happily hit publish and wait for new leads. While your regular organic traffic visitors will love your content, it will be challenging to reach new eyes. 

Don’t forget to use your email newsletter and social media accounts to your advantage. For example, share the blog post with your email subscribers in a weekly or monthly newsletter along with other valuable information. Additionally, share on your business’s social media accounts multiple times a month. 

Let Us Help You

Content marketing is a lot of work, but we love it. If you feel overwhelmed or just want the pros to take over, reach out to us here, and we’ll be happy to set up a call to discuss how we can help.