5 Signs of Ineffective Content Marketing

19 August 2019

Content marketing is a crucial digital marketing tactic that aims to drive profitable customer action by consistently creating and publishing valuable content to connect with a targeted audience. It is interconnected with SEO and social media marketing. The task of constantly having to create unique and relevant content can be challenging but can yield high rewards. However, do you know the signs of ineffective content marketing?

What are the signs that indicate that you may want to take a second look at your current strategy? Here are some key factors you should qualify to help you make that call:

 

Ineffective Content Marketing Indicator #1: No significant change in follower count

Your consistent effort of supplying content to your audience should gain you a valuable amount of interactions from both existing and new followers.

If you haven’t seen a change in your count, your content may not be relevant or valuable to your audience. Reassess the needs and wants of your audience to re-engage them. Although follower count is not a good measure of your worth, it still is an identifier of how effective your strategy is.

 

Ineffective Content Marketing Indicator #2: Traffic is low

Your content should always aim to direct users towards your website and increase your search engine ranking. If people find your content interesting and helpful, they are more likely to visit your site or page voluntarily. Chances are, your loyal audience will keep coming back to your site because they’ve already established trust and connection with you. However, if your ranking has been stagnant and traffic is non-existent, it indicates an opportunity to explore a different angle when creating content.

 

Ineffective Content Marketing Indicator #3: Your readers don’t stay longer than 2 minutes

To know if your content is interesting enough for your readers, they should be willing to stay on your page for more than 2 minutes. Look at your Google Analytics to see how long your readers are spending on your most viewed blogs. If they are only staying not longer than 2 minutes, it could be another opportunity to revamp your content and get them interested again.

 

Ineffective Content Marketing Indicator #4: Lack of any prominent piece

You should have a few outstanding content pieces that stand out to your audience. These pieces are identified by having gained a good number of shares and likes.

Use these pieces of content as your starting point to create new ideas and topics that you know your audience will enjoy.

 

Ineffective Content Marketing Indicator #5: Low engagement rates

The level of engagement between your audience and your content indicates how relatable and effective your content is. Engagement is present in the form of likes, shares, and comments so you need to closely monitor the response of your readers. If users like and share your posts, it’s a positive sign. However, if the level of engagement is low and there only a few responses to your posts, it’s an opportunity to explore why.  

 

If you ever find yourself at the receiving end of these scenarios, there’s no need to be discouraged. Any obstruction is an opportunity to improve you’re your digital marketing strategies for success.

Here are a few tips on how you can do exactly that:

  • Prioritise quality over quantity. Instead of producing bulks and bulks of contents, focus on improving the quality first and create the best content that you can.
  • Find your own niche. Make yourself unique and essential to your niche target audience.  
  • Give the people what they want. It’s important to create content that specifically targets your audience’s needs and wants. Doing research can help too but if you find yourself lost, ask your readers directly.
  • Promote and nurture your content.  The value and purpose of your content don't end once it’s published. It needs nurturing and support to generate more interest and give you higher returns. Invest in community management to facilitate two-way communication.

 

If you’re needing a little more direction, Team Elephant is here to help. We create engaging content pieces that tell your business’ story while capturing your audience’s attention. Contact us today for your complimentary content marketing strategy consultation.

 

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