8 Reasons Why Your Content Marketing Isn’t Working

Is your content marketing not producing the results you had hoped for? It’s a common problem. A lot of organizations try their best to use content marketing to attract more visitors or generate leads. They try their best, yet they fail and they don’t know why.

94% of companies worldwide are putting effort into content marketing. And most of them fail to get results out of it. 

content marketing grafiek

Only 9% of them claim to be using content marketing efficiently, according to Content Marketing Institute.

content marketing grafiek

A lot of companies that contact us are in that situation. They create and post content, but they don’t get anything out of it. And there is a good reason for that. In this blog post, we’ll share with you 8 reasons why your content marketing isn’t working.

No strategy

To us, it seems obvious, but you’d be amazed at how few organizations have a strategy. You also don’t win a war by just shooting randomly. So it is with content marketing, no results without a strategy.

A content marketing strategy takes time and energy but it brings effective results. Not sure how to get started? Take a look at what other companies are doing, and adopt what you think will work for you too. Also, look at your competitors and learn from them.

Do you have not enough time yourself or don’t know how to get started?  Choose someone from your company or external to take over this task. No matter how you do it, make sure you have a strategy. The same studies by Content Marketing Institute show that the majority of companies that successfully use content marketing have a documented strategy.

geen content marketing strategie

Not customer-centric thinking

Another common reason companies fail at content marketing is ignoring the will of the customer. A lot of companies forgot to do research or do nothing for customer feedback. 

It is a lot easier to start from someone’s thinking. A lot of companies use too much of their vision for an industry or product and approach customers that way too. If your content isn’t aligned with what customers want, it is difficult to reach them. For example, your clients are looking for an ecologic car, while you are focusing on luxury and safety. If your ideal customer isn’t looking for that, you won’t reach them either.

It’s so important to know what your clients want. By working with buyer personas you can map that out. Once you have a good idea of that, you can think from your customer’s perspective, and you can align your content to your customers.

Blind copying

Of course, you are allowed to take a look at how your competitors are doing. That’s called market research, and everyone does it. To know what your competitors are doing is valuable information. For example, you can take a look at your competitor’s website or social media channel. 

Blindly copying what your competitors are doing is a bad idea. Even if you have a similar product or service, your organization is set up differently and chances are you will need to approach your content marketing differently. If your research shows that you should start doing the same thing as your competitors, then maybe you should. But the chances are almost non-existent that you will.

Your customers choose you as a supplier for a specific reason, and that reason is usually very different from your competition. Figure that out and use that to publish unique content.

Unrealistic expectations

Too often we hear people say that they expect their content to go viral. It happens sometimes, but it’s not usual. Expecting your content to go viral, is not realistic. Try not to be tempted to set up unrealistic expectations. In the end, you will lose your motivation to focus on content marketing and that would be a shame. 

Instead, set some goals that are realistic for your organization within your budget.  Have a look at things like: 

  • Number of visitors to your website
  • brand awareness 
  • lead generation
  • engagement
  • customer retention
  • number of sales 
  • number of sales
  • etc.

Make your goal ambitious, but realistic and appropriate for your organization. If you own a restaurant, your goal may not be to have half a million followers on your Facebook page.

None or bad content distribution

A lot of organizations put a lot of effort into content creation.  Even though their content is very nice, its distribution leaves something to be desired. There’s nothing about having content on your site that nobody reads or watches. Creating content without bringing it to your target audience through various channels is just as effective as not publishing any content at all. 

Don’t make that mistake. Spend a lot of time distributing your content through a variety of channels, including social media and email marketing. Since you do have a strategy, you have also determined which channels are important to you. Content can never be successful if there’s no interaction with it. The key is to be consistent. It doesn’t make sense to post something every day for a month and then post nothing for 3 months.

No attention to quality

If you are planning to use content marketing, do it right immediately. Boring content will not bring in any results. Incorrect or irrelevant content not. 

Yes, it’s possible to create fun content for any industry. Read this blog post on how to get started with content even in ‘boring’ sectors.

Make sure that your content is relevant to your target audience. Make your approach to the topic unique. By doing so, you will attract people and convince them to read your content.

It doesn’t stop here, if your content is full of writing mistakes or your text is too small to read, your content will not be successful. Make sure you have enough white space and a font that makes it easy to read. And before publishing your content,  have it proofread by someone in your target audience. That person can give you feedback so you can adjust the difficult parts of your content.

Maar dat alleen is niet genoeg. Als jouw content vol schrijffouten staat, of je tekst is te klein om te lezen, dan zal je content ook geen succes hebben. Zorg voor genoeg witruimte en een lettertype dat het leesgemak bevordert. En laat het nalezen door iemand uit je doelpubliek. Die persoon kan je feedback geven zodat jij de moeilijk te begrijpen passages kan aanpassen alvorens je je content op het publiek los laat.

The wrong audience

It’s necessary to know who your ideal clients are. Too many organisations are making content for people who aren’t interested in them. Even if your tone of voice is tuned in on them, they’re not interested in what you have to say, because it’s just not the right audience. 

Make sure you know what questions they are asking and what needs they have. Your content should answer them. If you don’t know that, it’s impossible to align your content to your target audience.

Who do you want to reach through which channels? And how do they communicate with you and your organization? If you have no idea about that, it’s hard to reach your target audience through the right channels. 

So make sure you’re approaching the right target audience. To do this, you can use buyer personas.

Ignoring your analytics

I completely understand: analytics is not your favorite part of your job. But I would do it anyway. You can only be successful if you measure whether your efforts reach their goal. 

By analyzing your numbers, you learn a lot about your target audience, how your campaigns are performing and what content is or isn’t popular. If you don’t do anything with it, your content will never reach its full potential.

content marketing analytics

Make sure you include enough metrics in your analysis. The number of unique visitors is very important, but it should certainly not be the only one. Don’t forget to include other interesting metrics of your website, social media and email marketing campaigns. You can get a lot out of them as well. 

Once you have a good idea of all the metrics that are important to you, you can measure your success. And then you’ll be able to make adjustments where needed. 

As you can see, there are quite some things you can do wrong when you start with content marketing. Fortunately, it’s also all pretty easy to fix. A lot of organizations use content marketing but do it right the first time.

Keep in mind that content marketing is more than just publishing a blog post. You need a strategy and you need to make sure people find your content. Be patient, learn and adjust where necessary. With the necessary efforts, you will definitely get results in the end. Want to know more? Feel free to contact us!

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