In the world of online entrepreneurship, content marketing is king. A study in 2012 showed that in a comprehensive list of Search Engine Request Pages (SERPs), the average length of the content in top results went from around 2450 words, and decreased steadily until the last few spots on the first page, which had an average of about 2000. It makes sense: the more relevant words, the better your SEO will be.
If you’re not seeing any results from your content marketing strategy on your own site, consider these reasons as to why:
1. You Have No Strategy
It can’t be enough to simply say, “I will embrace content marketing.” You have to know the tactics that you plan on engaging, down to the specific tools that you will utilize and content you will create. This can be anything from infographics to PDFs to tutorials, but having a strategy with a clearly defined path is key to content marketing success.
2. You Have No Way To Measure ROI
Is your content marketing strategy failing? If so, how would you even know? One method is through your Adwords equivalency: track your keyword data and measure those improvements based on real dollar amounts in SEO. That way, you know exactly what is working and what isn’t. Are there other ways? Sure, but whatever method you choose, make sure you pick one that’s reliable and revisit it often.
3. You Have No Goal
What is your goal for your content marketing strategy (and please, don’t tell me “to make more money”)? Are you looking to increase brand awareness? Drive leads? Up-sell your current and potential customers? Whatever your actual goal is, make sure that you state it – preferably in writing – and make your decisions accordingly. A content marketing strategy that is focused on acquiring and retaining leads looks different than one designed to drive conversions.
4. Your Goals and Strategy Don’t Match
There’s a difference between what you want to do, and what you are actually doing. For instance, you may be in the business of app development, but if your webinars are purely instructional with no mention of your services, then you may be pushing a narrative that doesn’t help your bottom line. Make sure that what you set out to do and what you are doing match up.
5. You Have No “Success-Point”
For every business, there comes a point when the owner knows he’s doing well. For some, it’s when they sign their thousandth client. For others, it may be when they have a certain amount of traffic. Regardless, if you have no benchmarks for success, there’s no way for you to know whether or not you’ve actually hit it. Make sure that when you outline your goals, you have a clear idea of what you want to achieve as well.