There’re two attitudes to fishing.
You grab a rod and a little bait, a few beers and some sandwiches, and you wile away the afternoon with a couple of nibbles and not enough sunscreen.
Or, you watch the tides and the fishiest spots, and carefully, deliberately, cast your line and land a catch.
Sometimes they both work, but you can usually rely on the calculating fisherman to bring home the barramundi and the other guy to come home out of pocket and slightly drunk, with a fish wrapped in paper and a price tag with ‘Coles’ stamped on it.
If we apply these two attitudes to content marketing, this could be what’s holding up the returns on your content marketing strategy. Dig a little deeper, and we can begin to pinpoint even more ways that your content marketing in Perth is flopping like the fish your competitor are landing.
You Don’t Know What You’re Aiming For
Without a clear goal, it can be incredibly difficult to ascertain the success of your content marketing. Your content might be developing a readership or generating sales, but without the tools in place to recognise these goals and to aim further then your content marketing isn’t reaching its true potential.
You Don’t Know Your Audience
There are entire demographics that can be generalised into preferential forms of content, and what works in one industry might not click with the other. If your audience is young, environmental, and visually stimulated, your long-form articles about the financial benefits of deep-sea oil drilling are probably going to fall flat. However, if your audience is older, interested in investment, and prepared to research the topic then this type of insight could be invaluable. Conduct surveys and research your audience to develop buyer personas, so you can tailor your content to fit them like a glove.
You Aren’t Paying Attention To SEO
Search engines are going to be directing most of your traffic, so it pays to look into the keywords that are driving your industry and using them as foundations for your content. While the content you’re producing may still be useful and relevant, if the phrases aren’t aligning with the search terms that your audience is using then your content isn’t reaching as far as it could be. Use a keyword research tool to find the best keywords for your industry, and implement them naturally throughout the content.
Your Content Or Titles Aren’t Hitting The Mark
Look for objective feedback on your content – if the reviews are a bit ho-hum you should look at bringing in a content creation professional who can polish your pieces to perfection. Even if your content is sparkling already, a flat title is not going to get anyone clicking through. Don’t just write the first title you think of; write a few drafts until you’ve refined it back to the ultimate tease. Here’s a great online headline checking tool you can use to help.
You Aren’t Analysing Your Data
Any good content marketing services will tell you to record and analyse every inch of data that you gather to continuously narrow in on your perfect content recipe. It’s through research and data analysis that you’ll uncover the trends or topics that are driving the success (or demise) of your content, and will help you to push your ROI even further.