Content Marketing - it is an effective way to attract customers using texts, images and videos. But it only works if you use it correctly.

We decided to make out the 10 most common errors when working with content and share them. Perhaps by studying them, you will understand what prevents your site from getting more traffic and why even with the availability of content sales do not grow. 

Content:

Get a free consultation from an expert on your project

Why content marketing does not work: we seek and eliminate errors

1. Work without strategy

Lack of plan is one of the main reasons why content marketing does not bring the desired effect. You must clearly understand why you publish texts and videos, what tasks they solve, and what you want to get from them as a result. Therefore, you need to start developing your project by developing a content strategy and drawing up a plan.

At creating a content marketing strategy take into account:

  • goals: increased traffic, increased brand awareness, increased sales, etc.;
  • the nature of the target audience;
  • publications of competitors;
  • distribution channels;
  • content format.

As a result content plan is being developed, in which there will be not only topics and features of the placement of materials, but also the procedure for analyzing the results.

ошибка работа без контент плана

2. Unknowledge of the audience

Writing articles without understanding who will read them is a serious mistake. When working with content need to focus on a specific target audience, and publish the material that will be of interest to her. 

For convenience, make a portrait of the representative of your Central Asia. Consider the following points:

  • personal “anket” data: gender, age, marital status, geography;
  • activity and income;
  • hobbies and interests;
  • pain;
  • fears;
  • objections.

There are no minor details. Therefore, the more you know about the reader, the better. And this information must be taken into account when working with content. Only in this case will it achieve the goal and benefit both users and business.

3. Unoptimized Content

Content is not only useful information for users. It has a second (not less important) function - help the target audience find what interests her. This can be achieved by optimization of texts for requests.

Ignoring SEO is a mistake that can not find either search engine robots or potential customers for valuable and useful content. As a result, content marketing will not produce the expected results. 

Before you start writing the text and give task copywriter, sure prepare not only the topic and outline of the content of the article, but also list of keywords and phrases. Use not only high frequency requests, but also low frequency. The latter bring the site up to 70 % targeted traffic, so do not ignore them

Check if the landing page is open for indexing robots.txt file, write the appropriate meta tags Title and Description. For a better effect add a skirmish on related pages. Only so users will be able to find the content you published..

отказ от оптимизации контента картинка

4. Poor content

The reverse situation is when the content contains keywords, but does not bring any benefit to visitors, may be even more destructive for business. Such an error when working with content marketing can lead to:

The development of a content strategy, the study of the interests of the target audience will help to avoid these unpleasant consequences, knowledge of the basics of copywriting and marketing.

пример почему контент маркетинг не работает

Get a free consultation from an SEO expert on your site

5. Irregular publications

A common mistake in content marketing, because of which there is no expected effect - unsystematic publication of materials and irregular interaction with the target audience. Moreover, they negatively affect the promotion and too rare placement of information and unreasonably frequent.

Write in the content plan, how often publications will be published. There are no specific rules regarding the frequency of placement of materials. Need to focus on:

  • Market and Product Features
    If you specialize in providing one or two types of services, it makes no sense to remind you how well you perform them daily. Working with a large group of products, do not forget to tell users about the features of new products and sales leaders.
     
  • The nature of the target audience
    Plan to publish content, adapting to the convenience and capabilities of the target audience. For example, if your potential customers are business and busy people, they will most likely not have time to study a large amount of materials. 
     
  • Your own abilities
    Content creation requires resources of both temporary and financial. It is important to correctly plan them and add them to the publication schedule.
     
  • Common sense
    The flurry of mailings or silence for a long time are equally harmful. Put yourself in the place of users, select the most comfortable publication schedule that will allow you to study them all and get benefits.

Users will eventually get used to the frequency of receipt of materials, and will be waiting for publications on certain days of the week or month.

Нерегулярные публикации контента нет результатов

6. Refusal of content marketing

Often, site owners after publishing 2 - 3 articles expect a sharp influx of visitors, but of course it does not happen. As a result, they completely refuse content marketing without knowing what effect it can bring to business.

The main reason for this error is misunderstanding of the features and tasks of the content. This promotion tool requires patience, studying the target audience and the market, consistent work on establishing communication with users. 

Careful development of the strategy and phased implementation of the promotion plan using the content will certainly bring results.

7. Text without registration

In addition to poor-quality text processing, there is another type of content error - no clearance. 

Before saying that content marketing does not work, check if your articles are in:

  • separation into semantic parts;
  • headings and subheadings;
  • labeled lists;
  • formatting;
  • images and / or videos.

It is important to consider text formatting rules, be able to highlight the main thoughts and formalize them as separate elements. Images and infographics, illustrating the article will make it more attractive and easy to read.

8. Do not attract audience to content

If you do not share your content with users, the effect of it will be much less than it could actually give. To fix this error, besides SEO, use:

The more points of contact with the target audience you find, the more more users will see the materials you have prepared and will use them. 

почему контент маркетинг нет дает эффекта

9. Extra or insufficient information

The concepts of “many” and “small” are relative. Accurate data on, how many characters should contain each text or how many minutes the video lasts, no. It all depends on the characteristics of the product, the nature of the target audience, the type and format of the content. 

If there is no answer in the text to questions on the topic, it is necessary to finish it. In case, when there is nothing to write about, you need to stop, rather than setting a task for yourself, write or remove as much as possible.

We get rid of the “water”, but also dilute the “dry” text with interesting and important nuances.

10. Do not track efficiency

Content is posted for a specific purpose.. It should be indicated in the first paragraph of the promotion strategy. But not tracking content marketing efficiency, you risk it and don’t reach it. 

This is a common mistake among site owners. Perhaps it is because of her that many believe that content marketing does not work and does not bring results.

Analytics user behavior and changes on the site as a result of the publication of articles and videos is a mandatory stage of content strategy. Moreover, you need to track these indicators regularly. So you can find the most successful moves and use them as often as possible or adjust what did not solve the task and did not like users.

Get a free consultation from an expert on your project

Conclusions

Errors in content marketing can lead not only to a lack of results, but also to cause a more negative effect - the loss of an already attracted target audience. Therefore, it is so important to pay maximum attention to this tool.

Do you think content marketing is an effective way to attract customers? Have you noticed any of these errors?

P.S. Working with content is an important part of website promotion. That is why on the course "Search engine" we devoted a separate class block to this topic. Education in it is built in practice, so from the first lessons you will be able to implement the acquired knowledge and see the results. Register by link and with promo code "SEO-06-10" you will be waiting for an additional pleasant bonus to purchase.