As the year 2013 is gradually rolling by, marketing experts and internet professionals are taking…
Are you currently using content marketing as a business?
So how much success are you producing with your content marketing efforts?
It doesn’t matter whether you are blogger or an entrepreneur running an e-commerce site, I’m sure you have no doubts that content marketing is not just a buzzword. it’s definite that more and more online marketers are realizing this fact and are giving more attention to providing valuable content on their e-commerce sites and blogs.
For those who are doing it well they are seeing more website traffic, generating more business leads and of course, increasing sales. it doesn’t matter the type or size of business involved, content marketing is already working wonders for these ones.
Unfortunately, the result is not the same for others. For every marketer who is succeeding with content marketing, there are 3 others who are failing. And this is because they are missing out some of the essential elements for success.
And so, in this article, I want to quickly present you with a few reasons why content marketing might fail you. In so doing, I hope you’ll be able to understand where you are getting it wrong and then make the necessary changes that will help you succeed with your web content marketing efforts.
Let’s get cracking…
1. Failing to Make Your First Impression Count!
A popular line goes thus, “The first cut is the deepest cut!”
And that, to a great extent, is actually the biggest reason why content marketing is not working for many businesses.
A business’s website or blog is usually the primary medium of communicating with its target audience and the site’s content is usually the aspects of the business that is first noticed by visitors. Unfortunately, many businesses overlook this fact, and instead showcase substandard content on their sites/blogs in the name of content marketing. Many even use recycled content, scrapped from other sites and expect to produce outstanding results.
What a deception!
The truth is, if you want to succeed as a content marketer you must commit to providing accurate, concise and informative content. The quality of your web content is basically the yardstick visitors will use in forming their initial opinions of your business. If your web content is poorly written and presented, it’s definite that you will not be able to hold the visitors attention. Your site visitors are likely going to exit your website without a second thought.
It doesn’t matter how great your website design may be, what will truly help you connect with your site visitors with ease is your well-written and engaging web content. This is what will motivate the visitor to investigate your site further prompting him to learn more about your product/service which may lead to the results you desire.
2. Not Caring About Improving Search Engine Rankings
Beyond helping site visitors to form the right opinions about your business, your website content is important in influencing your search engine rankings. This is critical because the higher your site ranks on the search engines the larger the audience your business will be able to reach.
It’s interesting to note that the search engines understand that internet users desire quick and immediate results when they look for information online. To help them fulfill this desire, they have written complicated algorithms which enables them to present the most relevant websites when a user searches for a particular word or phrase.
And this is where your web marketing content becomes important.
Creating web content optimized specifically for certain keywords will help your content to rank high in the search engines. This is important because internet users value the results returned by the search engines and therefore will likely visit your site/blog if it ranks well in the search engines.
So, if you’re not optimizing your marketing content for the search engines you might just be sabotaging your own success because this is a good way the content on your website can greatly influence the size of the audience you are able to reach.
Though, not many business persons are experienced in creating content for the search engines it shouldn’t hinder you. Hiring a skilled SEO content writer can be of help.
3. You’re Ego-Centric Instead Of Customer-Centric
Wikipedia has this to say about egocentrics:
“Egocentrics regard themselves and their own opinions or interests as being the most important or valid. Self-relevant information is seen to be more important in shaping one’s judgements than do thoughts about others and other-relevant information (Windschitl, Rose, Stalkfleet & Smith, 2008). Egocentric people are unable to fully understand or to cope with other people’s opinions and the fact that reality can be different from what they are ready to accept.”
Unfortunately, many content marketers are ego-centric. They are self-centered. Instead of focusing on helping the customer with relevant and informative web content, all their communications flows from their selfish aims.
Of course, it’s a fact that your business is not a charity organization and that need to sell to make a gain, but if you don’t have a strategic plan for selling with your content, you’ll simply fail!
One thing that content marketing strategists have come to agree on is the fact that businesses that want to use content marketing successful should think more like publishers. Instead of using every opportunity to sell, you should, like the publisher, provide useful information to your target audience.
Now, a well written web marketing content can actually be customer-focused, persuasive and engaging while at the same time compelling enough to make the site visitor to do what you desire. You don’t have to be ‘salesy’ with every piece of content. You can actually sell with your content without blatantly advertising your products and services.
There’s no doubt that writing this type of marketing content can be quite complicated. But hiring a professional web content writer who is experienced and skilled at writing this type of informative and persuasive content will do the trick.
From all indications, content marketing is still in its infant stage. Getting it right now will definitely help you create an enduring experience with your target audience which will ultimately bring you the much desired success. there is more opportunities for everyone right now and so prepare and get involved in the best way possible. Learn to implement content marketing best practices and if possible, hire professional web content writers since this will give your more traction.
Your turn: Do you think bloggers should care about content marketing? What other reasons do you think is responsible for content marketing not working for many businesses? Share your thoughts with us in your comments.