“Your content marketing strategy can be a huge driving factor in the success of your company” 🙂
It is a highly advantageous marketing strategy because it connects well with other strategies such as social media marketing, SEO, and conversion optimization. However, content marketing also comes with its challenges, especially in the inception stages. Being aware of the signs that your content strategy is not working is important because it enables you to make changes to your marketing approach and prevent costly outcomes. Below are some of the ways you can tell your strategy isn’t effective.
Your Traffic Is Low
Content marketing has a direct effect on the degree of traffic on your website. If you have an effective content marketing strategy, you should see an increase in your search rankings. Your content marketing strategy should also attract more visitor from your social media profiles. However, if your traffic doesn’t show any signs of improving after a few months of implementing your content marketing strategy, you should consider reevaluating it.
One common issue that often results in low traffic even with the best content is the difficulty in finding the content. Therefore, when reevaluating your content marketing approach, make SEO a priority. You need to use relevant keywords as well as phrases. The right keywords help search engines to determine the topics your site pertains to and then give you better rankings in search engine results pages. The best approach to finding the right niche keywords to use on your website is to think like a user and figure out the kinds of words or phrases a potential user would type into Google when looking for your product or service.
You Are Not Generating Leads
If your lead-generation activity has declined or fallen flat over the recent months, your content marketing strategy could be ineffective. A declining or stagnant lead-generation activity is usually attributed to an issue with your landing page. Your landing page can easily turn readers away even if you have great content. Perhaps your questions are too hard, too many, or too personal. These types of questions tend to scare readers, which means they might be less willing to tell you whether they would be interested in a given product or service after a given period. Therefore, have a multifaceted content marketing strategy that takes care of all the needs of your readers.
Your On-Page Time Is Low
Use Google Analytics to look at the amount of time spent by visitors on every page, the number of pages they check out during their session, and the bounce rate (this is the rate of visitors who navigate away from your site after checking out only one page). This information is important because if your content connects with the interests of your website visitors, then they should stay on your page for a considerable amount of time. While there is hardly a rule of thumb when it comes to how much time a visitor should spend on your website to warrant an effective content marketing strategy, be concerned if this time is under one or two minutes. Low on-page time is usually a sign that your content marketing approach is failing to retain readers. Focus on empathy when creating content for your readers to enhance the engagement rate.
Your Follower or Subscriber Count Is Stagnant or Declining
Generally, follower and subscriber counts are not always a measure of how effective your marketing strategy is. However, if your audience is not increasing on size over time, something could be wrong with your content marketing approach. Your content could be unclear, thereby giving your audience the wrong signals. In most cases, your material could be more of promotional than educational. Gear your content towards the concerns of your audience to retain them and attract even more. Some of the elements your content should appeal to include the day-to-day life of your audience, their concerns or challenges, and your plan to add value to their lives using your products or services.
Remember that these signs do not suggest that your entire strategy is flawed. Identifying a few problematic segments in your content marketing strategy and making the required adjustments will result in an improvement.