How are you choosing to market your brand right now? Facebook? Email campaigns? Letter box drops? How much money are you sinking into these methods currently (think about costs in printing, Facebook ads, labour)? Are you seeing results?
If your answer is no, then it’s time to take a look at the way you’re choosing to market, particularly your content marketing. Don’t know what this is? Put simply, content marketing is the creation and sharing of online material that provokes interest in a brand by indirectly promoting a product or service (e.g. blogs, social media posts, infographics, videos, etc.).
If you’re already pushing these out and it still doesn’t seem like it’s working, don’t worry, you’re not alone. Although the majority of businesses are doing content marketing, most of them are failing at it.
Why? Here are four reasons:
1. Your content is not your problem – it’s your content strategy
The issue for most businesses attempting content marketing is their strategy. And an even bigger problem? Most businesses don’t even have a strategy. If you don’t have one – make one. Take a look at Hootesuite’s article on how to create a content marketing strategy for a comprehensive walkthrough if you don’t know where to start. As you’re creating your strategy, do some research into your competitors. If their content has been successful, learn from it. Look at what platforms they share their content on and learn how to use them. Take note of who is engaging with their content and target them. Once you create a strategy and deliver on your objectives you will have a much higher chance of being a successful content marketer. Give it a go and see if it makes a difference in the success of your content marketing.
2. You need to invest
If you don’t have the finances to invest in your marketing, don’t worry! We understand not every business can allow for a large marketing budget. Instead, invest time and commitment into creating a solid content strategy, implement it and consider investing financially in your marketing in the future. Most businesses plan to spend more on content marketing this financial year than ever before – this can only mean one thing – done well, it works. Use your time well to create good content and work towards a time when you can invest financially into your marketing.
3. Your content is boring
People are not going to like, share or follow something that is not entertaining or informative. If people aren’t engaging with your content, then it is highly likely that you need to re-establish your understanding of your target audience. Who are the people you are trying to reach? Would they be interested in what you are posting?
Just because your brand doesn’t sell something fun doesn’t mean you can’t produce engaging content. Selling tissues? Write a blog about every situation a tissue would come in handy. Growing beetroots? Publish a recipe featuring beetroot once a week. It is definitely harder to produce content in ‘boring’ industries but we are yet to find a business where it is impossible.
Your content should inspire people. It should make them identify with your brand. It should make them remember you.
4. Utilise the content you create
If you do decide to create content, utilise it to the best of your abilities. Take the beetroot recipes example. If you take the time to find some beetroot recipes and publish them on your website, ensure you take the next step and promote them – publish them on Facebook, post them on Instagram – this is a major component of content marketing. No one will see your content unless you promote it. Putting content on your blog and not sharing it is like organising a party and not inviting anyone to attend. It’s a waste of time.
Don’t waste your time. Make the creation and implementation of your content marketing plan a priority. If there’s one thing to remember, it’s have a strategy. Now is the time to set yourself up for success, not failure. Don’t expect it to happen overnight, it’s going to be a long process and it’s extremely easy to get frustrated. Be patient, invest in it, build a community and keep pushing on. If you need any assistance with your content marketing, don’t hesitate to contact us for mentoring sessions on (03) 9499 9100.