Why Your Content Strategy Is Failing (and How to Fix It)

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Why Your Content Strategy Is Failing (and How to Fix It) Blog

It’s 2018 and content marketing really matters.

Content marketing allows you to build strong, lasting relationships with your customers, it helps to position you as the expert in your niche, and it’s also a good SEO practice.

However, it’s super frustrating when your content marketing strategy just isn’t working. All you know is that — in your mind at least — you’ve got lots of awesome content but no conversions. Sometimes you don’t even have any traffic.

But it’s okay because there is always a simple reason for why your strategy is failing, as well as easy ways to fix things. Let’s take a look!

1. You Don’t Know What People Are Actually Struggling with

Okay, you know that your audience has a problem … but do you know what it is exactly?

The whole point of marketing is to address a problem and then show people how the business will solve it. And while your content might be doing precisely that, it could be that you’ve identified the wrong problem.

People are always at very specific stages of the buying journey. If you’re offering them a solution to Problem 5 before you’ve even addressed Problem 1, you’ll struggle to connect with them.

For example, let’s imagine that I run a writing course and my content is built around helping new writers make money online. In my mind, that sounds like awesome content.

So how come they’re not reading or converting?

It’s because I haven’t addressed their first problem — that of whether they’re even good enough to make it as a writer in the first place.

To learn more about what questions your audience is asking (in other words, what problems they have), you can use a tool like Answer the Public. Other than that, your keyword research tool can help, as can directly asking people on social media.

2. No One Trusts You

What’s your aim with your content strategy? To increase sales?

It’s a typical answer that people give, and while we all want to make more sales, the real goal that you need to focus on is that of building a strong and lasting relationship with your audience.

For content marketing to work, you need to be focused on providing value. It’s what people want. Millennials — who will most probably make up the core of your demographic — don’t want to be sold to. They want to be immersed in a proper marketing campaign.

This means using your content to build trust and rapport with people.

And once people begin to trust you, they’ll be more likely to want to buy from you.

Right now, it’s possible that your content strategy is fixated on selling and promoting your products. Instead, you need to stop sidestepping the goal of building relationships.

How to do this? Create high-quality, in-depth contentthat provides an insane amount of value to people. Not only will this help you rank better on Google, but it will increase peoples’ perception of your brand. Add data, facts, and figures to your content to back up your points.

Moreover, the more you educate and inform people, the more you will be able to position yourself as an authority in your niche.

Plus, there’s the added bonus that informative content gets shared more by any other type on social media.

3. Lack of Consistency

If your idea of consistency is posting fresh content once a week or even once a month, this could be the root cause of your failings.Marketers like Logan Paul might not be everyone’s favorite, but this is one guy who shows up every single day. That’s right — he posts fresh content each day of the week.

Marketing guru Seth Godin is the same.

Consistency is what eats up the competition. When you’re not there and someone else is, they’re going to win.

Posting fresh, valuable content all the time that makes people feel good and in some way improves their lives makes them addicted to your content. The more they see it, the more dopamine hits they get.

Over time, they become practically dependent on you. On the other hand, if you show up once a month with a “Guess who’s back!” post? No one will care.

Of course, posting fresh content all the time is not easy. However, you don’t need to constantly be coming up with new ideas. For example, you can repurpose the same core message across various mediums to get as much juice out of one piece of content as possible. Gary Vee is the master of this. He has podcasts, blogs, videos and so on. And while the message is often the same, the way it’s repurposed means it continues to feel fresh.

4. A Lack of Imagination

Have you tried live stream yet?

Have you tried documenting your day and using that as content, as opposed to constantly trying to create new ideas?

It’s time to spread your wings with your content.

Things can get really stale if you’re pushing the same old boring stuff that you first read on Google yourself 5 years ago.

It’s even worse if your entire content strategy centers around a blog.

People want to see the real authentic you; they want to see some transparency and honesty from you, and this is why documenting — showing what goes on behind the scenes, telling your story etc — works well as content.

Live streaming works for the same reason. It creates a stronger bond with your audience, and the stats show that 63% of millennials watch live content.

It’s all about being creative and trying new types of content to reach more people. Podcasts are another option, and you can use a podcast to hold an interview with an expert in your niche to enhance your own reputation.

Hopefully, you now have a better idea as to why your content strategy might be failing and what you can do to fix it. Remember to focus on building relationships and trust, and be consistent and creative with your output.

Share this article with your fellow marketers and let us know what you think in the comments!

Aljaz Fajmut

Aljaz Fajmut

Aljaz Fajmut is a digital marketer, internet entrepreneur, and the founder of Nightwatch — a search visibility tool of the next generation. Check out Nightwatch blog and follow him on Twitter: @aljazfajmut