To make your content marketing do more, you need to do more with it.
There are any number of reasons you may not be seeing the return you expect on your content marketing. Here are a few, and how you can address the issue to improve your results.
‘Write It and They Will Read It’ Is Wrong
Long gone are the days when anyone sane thinks that building a website will “automagically” win you an audience and convert that audience into paying clients. But there’s less clarity around the idea that simply publishing your content — even if it’s great content — is enough to power marketing properly. We see too many marketers doing just that.
The truth is that once you’ve published your content, you’re about halfway there. You still have the work of getting your content in front of the right audience. We can’t cover here all of the ways in which you can promote your content, but the list certainly includes social media, email marketing, paid digital advertising, and even old stalwarts like direct mail.
The goal is to reach beyond your existing network to attract new prospects. At the same time, you should be sure that what you’re writing encourages engagement. Will your prospects want to share it with their colleagues as they’re considering their options? Does it offer a different perspective than anything else out there?
You Haven’t Done Your Competitive Research
Speaking of which, do you know what kind of content your competitors are publishing? If you’re publishing the same kind of content and they already have a bigger audience, you face an arduous task.
There’s just so much content marketing going on now that if you’re not standing out from the crowd naturally, you’re going to have to work that much harder at the promotion and distribution we talked about above.
You’ll find it much more fruitful to stake a separate ground; either by offering a different perspective, concentrating on a very tightly defined niche, or differentiating yourself in some other way. Forget any ideas you have of doing the same thing better. Except in the rare cases where your competition is truly asleep at the wheel, better is going to be in the eye of the beholder, and you may not be as obviously superior as you think in their eyes.
Relevance Is Not Irrelevant
Finally, there’s the holy grail of knowing that what you write matters to your audience. In the B2B world, nobody is on your website because they have a few hours to kill and they’ve already watched all of the videos on YouTube. They’re on your website because they have a problem to solve.
If your content doesn’t help them solve that problem or give them a greater understanding of what they should be considering as they search for the best-fit solution, it isn’t going to get read. So even if you do everything else right — carve out a niche and promote your content to an expanding audience — you’re not going to see content marketing results, because you’re not going to attract the right audience.
And ultimately, that’s the goal of content marketing: attract the right audience in a way that gains their trust and moves them toward a decision — hopefully, a decision to work with you.