Not long ago, I talked to a friend who worked for an SaaS company. He said that everyone in the company was required to write a blog once a week – but they HATED doing it. In fact, it became a bit of a joke around the office about whose turn it was that week to write their blog. LOSER!
As you can imagine, their blogs weren’t very good and they definitely didn’t generate new leads.
If this story sounds familiar, then you’re probably not giving content the time and effort it deserves. The shotgun approach to content production has been proven over and over again not to work.
Here are 5 reasons why your content is failing to generate leads:
YOU DON’T HAVE A CONTENT STRATEGY
Every piece of content should have a reason for being produced: to support higher-level objectives. Without a strategy, content becomes a confusing and random exercise that doesn’t produce any results and leaves management shaking their heads. Content needs to be analyzed and measured just like every other marketing effort, and new strategies need to be developed in place of strategies that aren’t producing any return. You should know when, where, how and why you’re producing every content offer and you should be making sure that your content is getting in the hands of your target audience. Content should always be working for you in a strategic way to generate new leads – but without a strategy, your efforts will fall flat.
YOU DON’T KNOW YOUR AUDIENCE
What’s the point of producing content for just anyone? You’re in business to make money and your content should support that goal. How are you going to drive new leads to your website if you’re not giving your prospects the kind of content they want? Understand what your audience consumes and where they consume it. Make sure you understand their needs and wants and produce the kind of informative content they’re searching for online. If you consistently produce content that solves their problems, you’ll eventually become a trusted resource.
YOUR CONTENT ISN’T VERY GOOD
Not just anything will do. We’re in a state of content overload on the internet which means you’ve got A LOT of competition. Your content needs substance and it needs to provide new information for your readers. Lack of time is one of the top reasons cited for producing poor-quality content. Fortunately, there are scores of quality freelance writers available to alleviate your burden. Writing isn’t something that just anyone can do – it’s a skill, like any other skill, that takes time to perfect. If you want results, sometimes it’s better to leave it to the professionals.
YOUR DISTRIBUTION IS TOO LIMITED
Many people fail at generating leads from their content because the right people aren’t seeing it. Distribution is KEY to getting people to read your contact. One tweet or post with a link to your blog isn’t going to drive any significant amount of new traffic. You need to get creative with distribution. Here are some ideas:
1. Create a monthly newsletter with links to your blogs that you can email to your prospects
2. Look into guest blogging opportunities within your industry
3. Following industry influencers on all of your social sites, engage with them, comment on their blogs and see what kinds of blogs they’re sharing
Sites like Buzz Sumo are a great way to see what kinds of blogs are performing well in your industry, who the influencers are, and what kinds of blogs influencers are sharing so you can try and get your content in front of them.
YOU DON’T HAVE GOOD CALLS TO ACTION
Once again, this goes back to the bigger picture of WHY you’ve created content in the first place. You’ve done it to drive new leads to your business. It’s great if your target audience is reading your content, but do you know what you want them to do after they read it? It’s essential to have a call to action in every piece of content you produce – and that call to action should be strong enough to entice your readers to go a step further with you and click on your CTA.
Inbound Marketing is proven to work when done properly. If you don’t have the time to give your inbound marketing the effort it deserves, agencies like Smashdeck Marketing can help. We’d be happy to set up a free consultation to see why your current content marketing isn’t working and how we can help make it better.
Don’t believe inbound marketing works? Download our free white paper to see the facts: Inbound Marketing: Let’s Talk Numbers. Why Content Makes Good Business Sense.