Content is king on the Internet. It plays a central role in marketing strategies, whether they are SEO, SEA or Social Media driven. Content is a powerful tool that can make a clear difference to a company’s brand awareness. However, if it is poorly implemented, no matter how much effort is put into it, the expected results will often be disappointing. If your articles don’t generate any commitment from users or traffic from SEO, it’s time to review your strategy. No need to panic! In this article, we will explain the most common mistakes that explain this failure and introduce you to different techniques that will allow you to achieve the best results.
Mistake #1: No personas
This is perhaps the most common reason why no one reads your content. If you have no purpose behind publishing your content, this will affect its quality and you will quickly run out of ideas. Therefore, it is essential that the content you create in any format targets a pre-defined audience.
A good content marketing strategy undeniably requires the development of persona. Each persona will be fictional, in the sense that the characters you create do not actually exist. However, each of them will represent a potential user who might interact with your content.
The information that appears on the persona’s profile should include his or her status, age, situation as well as his or her objectives, frustrations, background, skills, motivations, etc.
With the help of these personas, you will be able to:
1) Better understand your audience and produce more relevant and targeted content.
2) Choose the social media platforms that are best suited to your audience.
3) Determine the keywords your users are likely to search for on Google.
Mistake #2: No editorial calendar
Much like not having a clear purpose for your content, not knowing when to publish them, or publishing in an illogical and inconsistent manner, is a mistake that should be avoided if you want to have an effective internet marketing strategy.
If you want to be well organized, creating a formal editorial calendar that lists your content and the date you want to publish it can be an excellent initiative.
Content published regularly and systematically guarantees the loyalty of your audience.
Mistake #3: Not measuring the performance of your content
Whether on a blog or social media, a common mistake is believing that the work is done once your content has been published. Publishing is only the tip of the iceberg and limiting yourself to this aspect alone can prevent you from improving your future content. Therefore, your work should also include analyzing the performance of your content using metrics or performance indicators (KPIs).
This will give you an overview of the most popular articles, the most and least popular formats, the bounce rate, the conversion rate and more.
These statistics are needed to adjust your strategy, so you can:
1) Generate more engagement and shares from your social media users.
2) Reduce your site’s bounce rate.
3) Increase your conversion rate.
Mistake #4: Not publishing enough
To attract attention, you need to publish often and consistently. If you only publish one article every month, you will not attract the attention of your target audience or search engines. By providing a steady stream of content, not only will you attract more people to your website, but your content will also be given a boost by Google, which will consider it worth reading.
However, be careful not to focus on quantity alone. The quality and relevance of your content is just as important, if not more so. Indeed, according to Andrey Lipattsev, senior SEO consultant at Google, the two main components used by Google to rank your site in search results are inbound links and content quality.
Consequently, you can publish an article every week, but if it is not well constructed, in terms of both content and form, no one will bother to read it.
To illustrate this, let us take the example of Gawker.com (the main website of the American online media company), which had focused its editorial strategy entirely on the production of clickbait content. Well, you should know that today, the site once considered to be one of the top online blogs has closed its doors.
One reason for this failure is that its content, however abundant, was lacking in quality and depth, gradually reducing the interest of its users. An unenviable situation, which you can fortunately avoid.
So do your best to balance quality and quantity if you want to retain and engage your readers.
Mistake #5: Using your content to make business offers
Whatever content you publish, it must above all be a means of sharing your expertise, knowledge and skills with your readers and not a space where you sell a product or service directly.
Content marketing strategies are much more subtle than this. Of course, in the long run, it allows you to generate interest from your leads and increase your turnover. However, you should focus on helping your audience rather than offering them a good or service.
The idea in assisting the reader is to make him understand his problem and suggest solutions. As you develop your content, you can add comparative examples that will make it easier to understand the market and its players.
You can also encourage your audience to take action by presenting the expected results with short videos or infographics.
In order to achieve this, your content naturally needs to attract attention. That’s why it’s important to choose your titles and visuals carefully, as well as promote and optimize your content.
Mistake #6: Not promoting your content
Earlier in the article we mentioned the invisible part of the iceberg in terms of content. In addition to analyzing how your content performs, you should consider promoting it.
Skipping this step is a mistake that might explain why nobody reads your articles.
There are several tools available to get your target audience’s attention: social media, email marketing, forums, discussion groups and sponsored posts. Nowadays, these are essential and reflect the current trend in content distribution.
Promoted content on Facebook
On your site, make it easier to promote your content by inviting your users to discover your best articles and related posts. Also encourage them to subscribe (RSS Feed) and leave comments.
Mistake #7: Poorly optimized platform and content
Sponsored advertising can help you increase your content visibility. However, it only addresses the surface and not the root of the problem. If no one is viewing your content, it could be because they can’t find it.
After all, you can have the most original, high-quality and relevant content, but if you don’t meet Google’s SEO standards, it will probably go unread. Make sure you optimize it based on these criteria.
If your content is found on a blog, it will have to be responsive, i.e. adapted to different devices, especially mobile, which is the most common device used today to surf online in many countries.
Now you know more about why nobody reads your content. Don’t worry, this isn’t unavoidable. Now that you have identified the potential reasons for your failure, you can take action. Establish a clear strategy. Maintain a balance between quality and quantity in your content. Remember that your content is used to share your expertise. Finally, remember that promotion and optimization is also part of the content marketing work.
Web marketing is time-consuming, but if done right, it can quickly produce tangible results. If you wish, you can contact our team, who will be happy to help you!