Top 3 Reasons Your Content Isn't Generating the Results You Want

Reason 1:  Your Target Audience

Targeting the right audience is one of the most important parts of content marketing. If you’re not reaching the right people, it won’t matter how great your content is or how many people see it—you won't get the results you want.

You may have a fantastic email list full of existing and potential customers, but not everyone is the best recipient for every email you send. A customer who recently had their kitchen remodeled shouldn't get an email about the special deal you’re running on kitchen remodels. (Aside from wasting their time, it might cause them frustration to learn they recently paid full-price for services that are now on sale!) However, the customer who recently had their kitchen remodeled would be the perfect receipt of an email about your special on bathroom remodels.

This kind of logical thinking is how you should go about selecting your audience. 

Don’t make the mistake of blanketing everyone with the same content. Get results by ensuring your content is reaching the correct target audience. 

Reason 2:  Your Message

It’s important your brand and message are consistent throughout your business, across all channels and platforms. This includes your website, blog, social media, emails and newsletters, white papers and so on. 

The message you share with your audience should be a deeply rooted part of your overall business strategy. For example: online clothing reseller ThredUp is dedicated to reducing waste in landfills. You will find this sentiment throughout their website, blog, and email marketing. Their consistent message fosters a sense of trust and thereby attracts people to their business. 

Your company’s message doesn’t have to be as saintly as ThredUp’s. It can be anything from promising the best customer experience to guaranteeing the lowest prices. Whatever your message is, keep it consistent throughout your content. 

A consistent message will show potential customers that your business is trust-worthy and dependable. 

Reason 3:  Your Activity

It would be great if writing copy for your website, throwing up a couple of blog posts, and send out an email or two a year would be enough when it comes to content marketing. In reality, content marketing is an ongoing chore. 

Keep your website copy current and updated. Search engines favor sites with fresh, current, and helpful content. Not to mention, customers have no interest in browsing your website full of outdated info. Take a few minutes each week, or even once a month, to scroll through each page of your site. Is all the copy still accurate and relevant? 

Along with updating your website, be sure to publish blog posts on a regular basis. (If you don’t currently have a blog, read this.) Just like your website, a freshly updated blog can help your search engine rankings.   

Avoid sporadic blog updates and outdated website copy. Helpful, up-to-date content on your blog and website will attract site visitors and potential customers. 

Don't Give Up

It’s hard to stay motivated when you’re not getting the results you want from your content marketing efforts. But remember, the content you publish today may attract a new customer tomorrow, or next week, or even next year!