Common Pitfalls in Content Marketing and How to Solve Them
increase your conversion rate
Marketers have a wide variety of options for presenting their content to potential customers. Content marketing is a popular tool to engage your audience and increase your conversion rate.
Two-thirds of marketers surveyed stated that the creation of a successful blog remains their main focus. They prioritize their blog content as follows:
- Interactive Content (41%)
- Focus on long-form style content (33%)
- Content with a high degree of visual appeal to engage & retain their customers’ attention (33%)
Forget It Or Fix It?
Publishing a lot of content can mean that some pieces will receive more attention than others. Successful content marketing means being able to recognize what works for you, what doesn’t, and how to fix it.
Instead of leaving that less-than-optimal content to die a quiet death in cyberspace, turn it into high-performing content with the content marketing tips and ideas shown here.
Late Bloomer or Dead In The Water?
The first thing you need to determine is whether or not the content in question is actually failing to serve its purpose or if it requires time to accomplish its purpose.
Research into the subject has shown us that the majority of views and leads for some companies came from older blog entries rather than from new posts (76% of monthly views and 92% of leads from blog posts.) What seems to be under-performing content may actually just need sufficient time to develop to its full potential in order to accurately measure performance metrics.
Analytic software and tools can set realistic benchmarks for your content to better reflect the effectiveness of your content. By taking a long-term view of how a particular piece performs, you are in a better position to gauge the responsiveness that the piece of content has with your target audience.
What to Look for in High-Performance Content
Let’s review the basic guidelines to what is meant by “high-performance content” (also known as “10X content.”) High-performance content:
- Is engaging and entertaining.
- Offers a fresh take on a subject.
- Has an educational purpose.
- Offers solutions to the problem at hand.
- Lacks a “salesy” tone or vibe.
- Is highly relatable and relevant to customers.
- Leads customers to think about the subject in innovative, thought-provoking ways.
Is Your Content Missing the Mark?
If you feel your content has many of the qualities listed above, check to see if any of the following applies. If you notice the following trends, your content may not be living up to its intended purpose.
Qualities to Look for in Under-Performing Content
- Lack of Social Media Engagement – there is no follow through on social media beyond sharing your content. There is no additional interaction with potential customers.
- High Bounce Rates – readers spending very little time on the page before leaving the site.
- Lack of Customer Interaction – Despite your best efforts at content marketing, customers are not responding or interacting with your content.
- No Traffic or a Loss of Traffic – if no one is actually reading your content, you need to make a few changes.
Resolving Issues With Underperforming Content
As the saying goes, there is a solution for every problem. The content marketing ideas suggested below are intended to take your content from so-so to center stage.
By historically optimizing lesser performing content, you increase the odds of reaching and interacting with your intended audience. A successful content marketing plan should include:
- Create Eye-Catching Headlines – as a way to garner reader attention.
- Better SEO Practices – select long tail keywords that are a good match to what users search for.
- Tweak Meta Tags and Descriptions – use engaging meta tags and descriptions modeled after sales copy.
- Make Use of External Links – external links help lend credibility to your content.
- It May Be Time to Consolidate – combine similar, shorter pieces into a single piece of content.
- Address Subtopics – Take advantage of relevant subtopics to expand your content’s influence.
- Add Images or Other Visually Appealing Media – sometimes a picture really is worth a thousand words.
- Update Your CTA (Call to Action) – tell your audience what you want them to do next (i.e. share, sign-up, etc.)
Take a proactive approach when developing your content marketing plan. These content marketing tips and ideas will help you polish existing content and guide you to create new content that effectively resonates with your target audience.