1. You give up too soon
Content marketing is a marathon, not a sprint. It is a long game.
You can’t post 3 articles on your blog and then complain that no one is reading your stuff … or commenting or sharing.
The most successful content marketers have done this for years, publishing high-quality content that is relevant and valuable to a target audience frequently and consistently for several years, before becoming that “overnight hit.” morning”.
Once your momentum picks up, so will your ROI (return on investment).
Invest time and energy to produce quality content that is valuable and relevant to a specific audience; Introduce yourself frequently and consistently.
If you don’t introduce yourself to your peeps, how can you expect them to introduce yourself for you?
Identify one or two formats and channels that suit your ideal audience, highlight your strengths, and work well for your subject of specialization … then get really good at it.
Don’t overextend yourself trying to do everything just because everyone else is doing it.
So be relentless – make it a non-negotiable part of your marketing plan to produce and promote your content.
2. If you build it, they won’t come
Having a website with a blog doesn’t mean that your ideal audience knows about it.
2.7 million blog posts are published every day. Every minute 300 hours of video are uploaded to YouTube. You get the idea.
The most successful content marketers spend 20% of their time producing content and 80% promoting content.
If you don’t make a consistent effort to show your content to the right people, it won’t do you any good.
None of us have the right to a hearing. Work to earn their trust and respect.
You probably don’t have a lot of time to spend promoting your content everywhere … nor do you have a team dedicated to that effort.
That’s why it’s critical that you not only know where your audience is, but that you can write headlines and descriptions that speak to them and make them want to read / hear / see your stuff (i.e. click).
Identify a few places you can focus your promotional efforts and resources, then test and track your results so you can make adjustments to your tactics.
3. You are trapped in your bubble
Blogging and trying to attract people can be an uphill battle, especially if you’re working to get traffic, don’t have a huge list, or the SEO juice of an established site.
Remember, if no one is consuming your content, your content is doing nothing for you.
Venture into the big world … publish your content in places where your ideal audience already goes.
Guest posting is a great way to get in front of a new audience. Make sure to identify blogs that share a similar audience, so that when you link back to your site or promote your main magnet, you are creating a high-quality audience in the process.
You may need to start small and work your way up to larger sites. Go, start somewhere. Don’t doubt yourself, but don’t take “yes” for granted.
Appropriating or republishing your content on platforms like Medium or LinkedIn Pulse is another great way to take your content further.
There are a few nuances to ensuring that content on these platforms doesn’t cannibalize the SEO juice of the original content on your website, for example applying a canonical tag, using the “import” feature on Medium, changing the title, and writing a different introduction . etc.
There are some tradeoffs and you need to assess where you are with your content marketing and what you want it to do for your business. For example, if you want to get as many eyes as possible on your content, it may be worth reposting the content on popular platforms, even if those posts rank higher than the original post on your own site.
4. You serve a wall of text
… and make another user experience or navel observation mistakes
The goal of content marketing is to get people to consume your content so that you can achieve the goals or next steps that you want readers to take.
If you post a wall of text riddled with jargon or running sentences and zero regard for readability, you’re losing your readers in the salute.
While your content should express who you are: your values, convictions, points of view and experience, etc. – must take into account the user experience.
Formatting your content correctly will encourage readers to stay on the page while writing in short sentences, and avoiding long paragraphs can increase readability and the likelihood that your content will be consumed.
While I am strongly against “lists” that have no depth, it does not mean that you cannot use numbering to help give clarity and hierarchy to your content.
Dividing your article into sections and delimiting them with subheadings can greatly improve readability while also helping you clarify your own thoughts in the process.
Better communication makes you more compelling. It’s a muscle that you can train … and it gets easier.
Poor organization and grammatical or spelling errors are distractions. No matter how good your thoughts are, if they are not communicated carefully, they will undermine your authority and credibility, doing more harm than good.