6 Reasons of Content Marketing Failure
- Aug 21, 2014
- Upasona Banerjee
Content, as the king, as Bill Gates has put it years ago in 1966, has surely lived up to the expectations. But the world has evolved since then. And so is the world of content marketing. Currently, the success of content marketing depends not only on finding a great source, but also thinking how it will hit the correct nerve when it comes to marketing. Marketing not only aims to make people stay on your blog or webpage, but also make them read and share repeatedly. Moreover, they try to start a conversion as well, to make the reader a potential consumer.
But while writing a content or while publishing, have you ever gave it a thought why people will listen to you? When people look for something on the internet, there are numerous results of what they are looking for. Then why will they choose you to believe?
Frankly, they are not at all concerned of what you are talking about. It’s you who will make them listen and believe. And if you fail, then eventually the whole venture of content marketing will fail right away. There are a few common reasons for which it fails. Here’s a look at some of them.
#1. Lack of Purpose
Excellent content often fails due to the lack of purpose. Now, you may ask what the purpose of a content is. To decide, ask these questions to yourself:
- How will you fit your content into your business plan?
- What purpose will it serve and how?
- What are the things that can be the objectives of your content?
If you can’t find the answers of these questions then surely your content is doomed. A purposeless content means nothing; simply a content without result. It will never be able to heighten the interest of the reader. So, it will be impossible for you to make them believe in you.
#2. Failure to Connect
It can be another big reason for a great content to fail. How does a great content attract people? Are people similarly attracted to the news printed on a newspaper? Certainly they are not. Then why will they come to read your write up? They will, if they can connect with your content. The informal tone, the information presented in a smart way that does not bore the reader, the convincing attitude — all these attract the reader and make them stay. But if your piece of story lacks these features, if they are offering some dry statistics in a very formal tone, then it is quite unlikely that people will stay with your content as well as your business.
Why Henry Luce was the most successful publisher in the world? What he did that the others failed to do? Simple: he treated his reader the way they should be treated — in an informal and interactive way. And since blogs and social media, for which you are writing, allow two-way traffic that offers the chance of exchanging ideas, then why not use it. The conversational tone makes the reader interact with the business.
#3. Not Recognizing the Target Audience
It often happens that a good content does not understand who the perfect audience for it is. A piece of content can’t be for everyone. A person looking for some travel guide will surely not read your content, which gives a study of the current marketing policies of your state government. So, decide first who is your target audience and what will they look for in your content.
The content you are writing will give the answer to the question beforehand. You need to anticipate what your reader will ask for while reading your story. And the moment the question pops up in their mind, if they get the answer then you are an ace in the game. But most of the time, a content fails to achieve this. The result: doomed content.
#4. Lack of Thinking as a Publisher
In most of the cases, the business or the publisher starts thinking it to be a marketing strategy. However, they don’t view it as a way to share and engage views. As Digitaltonto puts it, they need to think like a publisher. As Forbes says, they think of it as a ploy to attract traffic rather than a creative pursuit. But it’s not the right way to do it. Share experience, be the thought leader, make them believe you. But don’t choose to play the role of a manipulator whose sole concern is to increase sell. You may not be aware of it, but it shows in your content. So, the reader will see, understand it and leave.
#5. Lack of Consistency
There are many instances that show that during the initial launch of a business page, many contents were posted and that too, frequently. But suddenly the deluge of content stops altogether. Search engine certainly does not prefer to produce traffic if you are inconsistent. You can’t just appear, throw a bunch of contents and disappear for the next two years. You need to be consistent in producing content if you want the SEO to benefit you. Inconsistency happens if:
- There is no plan or editorial calendar
- You don’t have any idea of what you are going to say through the contents
- You take too much time to produce one content
Inconsistency also contributes to break the trust that your previous content might have built.
#6. Negligence towards SEO
Often a good and informative content fails because it does not take SEO seriously. While speaking of SEO, you think of internal linking. Probably the lack of knowledge how internal linking can affect the marketing endeavors makes this happen. If you link the content with your website or the previous article you have written that the reader can find interesting and helpful, then your content is bound to be a hit. But again, the factors that play vital roles and can cause failures are:
- Lack of planning
- Lack of knowledge in content marketing
You have already mastered the art of being current and staying successful in content marketing. But the deal is to stay here for a while. So, avoid these mistakes, follow fruitful strategies and you never know, you might become the game changer.
A content writer by profession, Upasona Banerjee writes for Softz Solutions. She takes interest in social media, content marketing and digital marketing. Being a blogging enthusiast, she chooses writing blogs to share her ideas and views on these areas of her interest.
Latest posts by Upasona Banerjee (see all)
- Why Adaptive Content is the New Thing in Content Marketing - Oct 22, 2014
- How to Fuse Growth Hacking in Content Marketing - Oct 17, 2014
- Whys and Hows of the Editorial Calendar for Content Marketing - Sep 18, 2014
- Why Sponsored Content is in Vogue - Sep 09, 2014
- 6 Steps to Build Trust Relationship through Content Marketing - Sep 05, 2014