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Content Strategy Not Working? Here are the 6 Reasons Why

content strategy

Click on any blog related to content marketing and you will read “Content is the king� somewhere mentioned there. Content with the right content strategy helps you build your brand, make it visible to your audiences, boost customer trust, increase conversion rate, and even close sales. But does this ‘king’ bring everyone the same profits? Here is your content strategy not working? Here are six reasons why.

Today, we see every one creating content, and over 70% of the marketers are even actively investing to scale content marketing. But the sad truth is — not all of these marketers are happy with the results they see.

In the majority of the cases, it is not the content that is to be blamed. It is rather the content strategy.

Despite putting in all the efforts to make the content work, many still see their content lost somewhere in the deep dark digital abyss.

With minimal views, zero interaction, no engagement, and certainly no conversion, the dream of dominating the world with your content could instantly turn into a nightmare. But there is a ray of hope that will pull you out from failing at your content strategy.

Here is a blog that will tell you the main reasons why your content strategy is failing and how you can fix the strategy to succeed.

Because You Are Writing for the Bots and Not Humans

One of the biggest mistakes that most of the companies make when following a content strategy is that they focus too much on making their content rank than making it interesting. Google bots have become super smart and would automatically rank your content if it is loved by the people.

If your target audiences are not able to connect with what you write — it will be of no value to your company.

You will never be serving your target audience if you stuff your content with keywords, key phrases, and links.

Check for your content strategy.

Is it totally backed by keyword analysis and nothing else? Are you just churning out new content every other day to make sure your keywords rank?

If that’s the case, your content strategy is never going to work. Here are some mistakes in your content strategy that are taking you down.

  • Writing just enough (300 words) to fulfill Google guidelines without covering the complete topic.
  • Unnecessary stuffing the content with long and short tail keywords that make no sense to the reader.
  • Hyperlinking the content with just the service or product rather than linking it to informative pieces.

Quick Fixing Tip:

While writing content, you need to ensure that it is written with humans in mind and only optimized for search engines.

  • Create content that is catering to the needs of your readers and is still optimized for search engines.
  • Make sure it has at least 1,890 words. This way, it covers the complete topic and also makes Google web crawlers happy.
  • Keywords are important. Place them strategically. Primary keyword once in the first paragraph, title, and URL.
  • To avoid keyword stuffing yet ranking for the same, use LSI keywords to make your content look more natural.
  • Link your content but make sure it is linking to both internal and external pages that provide value to your readers.
  • Images are important to keep your reader entertained. You can use these images to gain ranking as well by adding Alt Tags and ensuring it ranks on Google images. When creating top-performing content on Google, you also need to add images with Alt Tags in it.

Because You are Scared of Experimenting with Content Forms

In an age when you are surrounded by content in all forms, limiting your content strategy to just blogs and articles is a sin. You might have a full-blown content strategy in place with a content calendar that ensures your writers churn out content pieces and post them on your website or external platforms. However, it is 2020 and your target audiences have gone far beyond consuming content through just one means.

Each business starts its content strategy from ‘having a blog page.’ And it is great as over 60% of the businesses that acquired more customers had a blogging channel in place. But thinking that that’s enough is where you start failing.

You need to study your buyer persona and the stage they are in the buyer journey to offer them the required kind of content for a successful inbound marketing initiative as well.

For example, a buyer in the awareness stage would like to have blogs and ebooks or guides around the topic. Those in the consideration stage might look for whitepapers, blogs on ‘tips’ or ‘best ways’, etc. And those in the decision stage of their journey would rather look for case studies, videos, industry reports in the niche.

The mistake you are doing is that you are offering all types of buyers in all stages of their buyer journey with the same content. Neither are you looking at the buyer demographics nor on the stage of their journey to create customized content.

If your content strategy is failing even in the times when content is the king, know that it is the time to diversify.

Quick Fixing Tip:

  • The best way to diversify your content strategy is by repurposing your content. This way, you don’t have to increase your team size to create all types of content. You simply need to repurpose the content that’s already available with you. In fact, 60% of marketers use their one piece of content in two to five ways.
  • Turn your content into different forms like videos, podcasts, ebooks, pdfs, infographics, etc., to ensure it reaches audiences in the way they consume their content.
  • Look for content that is already working with the audiences and update in to make it brand new. Add new pointers, create images, and make it eye-catchy, provide new examples, improve the layout, and much more to ensure it keeps the visitors engaged.
  • Create videos from your engaging blogs
  • Make social media graphics to build your community of readers there
  • Offer downloadable content in the form of pdfs, guides, whitepapers, etc.
  • Transform your long-form content into ebooks and send them across to your clients
  • Create a buzz among your audience by creating a post that talks about the best round-up posts.
  • If you have some really good information-rich content, create webinars from them to build your authority in the niche

Because Your Competitors Already Dominate the Niche

Your content is good, you are producing all types of content, and even promoting it right. Yet, you are not able to succeed with your content marketing. Why?

Maybe because your competitors are way too strong.

Yes, one of the main reasons why a majority of the businesses see their content strategy failing is because they are up against industry giants. Many times, businesses are doing nothing wrong, it’s just that they are in an industry or market that is already dominated by big names. In such situations, it is only human to feel that it is not much you can do. But giving up should never be the case.

Think you cannot fight the saturated or dominated market? You can.

Quick Fixing Tip:

If you are also in an industry where your competitors have left no scope for you and no matter what you do, your content is still not working, here is what you can do.

  • Offer problem-solving content to ensure that your target audience can rely on you for solutions
  • Be consistent with your content delivery and never back down. Slowly and steadily, you will reach the top.
  • Start with building a small niche group of followers with your content and start expanding it.
  • Try the skyscraper method of creating content where you find the best piece of your competitor’s content and generate something even better.
  • Look where they are lacking through a thorough competitor analysis. There must be something they are missing out on and that’s where you need to hit with your content strategy.

Because You Are Not Creating Valuable Content

Producing content for content’s sake is not going to take you far. It should always provide some value to your audience. A very prominent reason why the majority of the companies do not succeed with their content is that they get too busy simply churning out content pieces one after the other without considering if it is working for their audiences or not.

You are not thinking about your audience while creating content. It is only the numbers you are worried about. And the same thing has passed on to your writers as well. They aren’t worried about content quality or the value it would create with the readers, they are simply meeting the deadlines and targets of writing x number of words each day.

Quick Fixing Tip:

When it comes to writing valuable content for the audiences, there are many things you can do. Here are some of them:

  • Have a buyer persona and analyze the characteristic of the audience to know what kind of content they like. You need to find what clicks your audience and create content that engages them.
  • Your content team should be experienced and know how to create high-quality content. You cannot expect them to create great content if you haven’t familiarized them with your target buyer personas. Make sure they have complete information about your company’s offering, working process, and the target audience so that they can create valuable content.
  • Make your content stand out by adding some unique qualities to them and offer value in one way or the other.
  • Give a different angle or perspective to your content to ensure that it is creating more value for your audiences
  • Talk to your sales or business development team to know the questions that the customers are actually asking and create content on that.
  • Pay attention to the content type that is not working with your target audience and either stop doing that in your strategy or try to improve them.

Because Your Content Promotion is Not On Point

Content marketing is not just about content. It’s second half talks about marketing and that is where most people fail. Many people have talented content writers who tell the company stories in a perfect manner while also offering value. But they lack in promoting the content on the right channels.

Your content strategy would definitely not work if you are doing nothing about the content once it has gone live on your website.

How do you expect your users to find the content? Do you expect them to type your blog URL to reach the page? No one would do that, of course.

How will they reach your content? They will reach your content when you know how to promote it.

Take, for example, Robbie Richards, a professional that helps growth-stage SaaS companies with their SEO strategies. His page was just a month old with no backlinks or anything. Yet, he grew his traffic by 272% in just 30 days. How?

Having a content strategy that emphasizes on creating great content and promoting it right. He used Buzzbundle tool, weekly round-ups, forum marketing, etc.

Quick Fixing Tip:

There are some simple and quick tips that can help you improve your content strategy through promotion.

  • Send out email newsletters to all your subscribers for your blog posts
  • Share each of your blog posts on social media platforms that best suit your business and audience in a very engaging manner. Don’t forget, over 74% of your users are on social media. But make sure you target your content according to social media platforms. LinkedIn for business posts, Instagram for cultural posts, Pinterest for infographics, Twitter for mentioning industry experts, etc.
  • When sending out emails to your prospects, you can link your informative posts in the email to give them value and get more traffic on your site.
  • Reshare your content on different reposting channels like Medium etc., with your original link as canonical to reach out to wider audiences.
  • Answer questions on Quora, Reddit, etc., while linking to your blog post to get interested readers from there.

Because You Aren’t Tracking Content or Wasting Your Data

Data is imperative in today’s world and you need to make complete use of the data that you have to improve your content strategy. Basically, if you are not backing your content strategy with data, you are simply taking the guess-based approach. And that is not going to take you too far.

It is important that you track each piece of content and know the numbers to not just formulate your content strategy but also improvise it accordingly.

The data collected from tracking and analysis of content, marketing campaigns, and other similar things can be very useful in strengthening your content strategy and making it fool-proof.

Quick Fixing Tip:

  • Google Analytics, Hubspot Analytics, SEMrush, and many more tools are available to help you analyze your content performance
  • Looks at the page views, bounce rates, average session, etc., to see how your content is performing
  • See the referral traffic and make sure sharing content there becomes a routine
  • Have a monthly report to see where the traffic arrives most and from where. Create content and promotion strategies accordingly.

On an Ending Note

Like having a correct inbound strategy is imperative for digital engagement, a correct and fail-proof content strategy is also crucial for your success. In fact, if done right, your content strategy can get you three times more leads than paid search advertising. All you need to do is find the reasons why it is failing and fix them to succeed.

In this blog, we covered all the major reasons that lead to the failure of content strategy and how you can quickly fix them. You can perform content audits regularly and see ho everything is working out. Once done, implement the quick fixing tips and do not forget to include these implementations in your content documentation as, without it, your strategy would not stand.

Key Takeaways:

  • To make your content strategy work, make sure your content is written for humans and well-optimized for search engines.
  • Creating just one kind of content would bore your audience. Treat them with variety and serve them with a mix and match of video, blogs, podcasts, infographics, etc.
  • The content should always provide value to the readers and compel them to take some action.
  • Do not worry if your industry is already dominated. Offering value consistently would help you carve your niche.
  • Just pushing down chunks of content on your website wouldn’t suffice. Promoting the content should take an important part of your content strategy.
  • You also need to monitor all your content efforts. Otherwise, how would you know what’s working and what’s not? With proper tracking, you can create more value-driven content that will resonate with your customers’ requirements.

The post Content Strategy Not Working? Here are the 6 Reasons Why appeared first on ReadWrite.

Categories
content writing customer feedback Customer Service SMS

4 Actionable Tips to Improve your Customer Service Strategy

customer service strategy

Customer service is vital for any business to retain its customers and gain more value from them. Through top-notch customer service, businesses can reduce the acquisition cost of a new customer and cultivate a loyal user-base. Your user-base will act as brand ambassadors, and double as case studies and provide testimonials and reviews. Here are four actionable tips to improve your customer service strategy.

When you invest in customer service to delight the customers, they remain engaged with your brand for the long-term.

You’ll also find that they and convince their personal and professional network to interact with your business. After all, positive reviews are more effective in gaining new customers than the marketing campaigns by your business and are cheaper.

With the incrementally high costs of acquiring a new customer, retaining an existing happy user is all the more important.

Ask these questions:

  • How to earn customer loyalty?
  • How can your customer service agents woe the customers to not only come back but also refer their friends and family to purchase from your brand?

To answer these questions, here are the four actionable and proven tips to improve your customer service strategy.

#1. Collect feedback.

As customer needs vary depending on the industry you are targeting; good customer service looks different for every business. Instead of assuming what your customers want, use a customer satisfaction survey to receive their perspective on your business.

Customer survey form builder

123FormBuilder

This way, you can identify what your audience requires and provide customized solutions. These forms can be in the feedback request sent after the purchase is made, or after an interaction is completed with the customer. You can ask for ratings using Net Promoter Score Surveys (NPSS) or even a detailed form built for personalized browsing or checkout experience. The reports generated by these feedback forms can form the basis for personalized customer service strategies.

Don’t miss this chance of enhancing your products and improving the customer experience.

#2. Know your average response time.

Customers want fast solutions to their queries. 66% of customers report that an important part of good customer service is the company valuing their time. Ace up your efficiency by developing a workflow that streamlines and co-ordinates with different support departments and functions. By reducing the average response time your website visitors and customers are less likely to get distracted or navigate away from your website.

To speed up the average response rate, eliminate internal confusion to reduce the delays. To remove the confusion whether the reps replied to the customer query or not, use a shared inbox.

Kayako's shared inbox

Kayako’s shared inbox

As communication is transparent and visible, everyone in the team is updated about the responses that are pending. With multiple users accessing the inbox, teammates can respond to clients in real-time.

Further, you could adopt a helpdesk to manage and automate customer service tasks to help your team stay organized, prioritize work and fastrack the customer query response rate.

Proprofs helpdesk

ProProfs Helpdesk software

#3. Customer support through SMS.

A staggering 52% of customers prefer to text a customer support representative over other channels of communication. With over 5 billion people sending and receiving SMS messages globally, consider including SMS texting in your customer service arsenal, to communicate with the users.

For small businesses whose marketing budgets are restrained, customer service over SMS is a good option because it works on all phones, needs no separate app downloads, and is independent of the internet. It allows your customers to follow-up, respond to your text message instantly, and interact 1:1 with your support team.

Some etiquettes to remember, while sending SMS messages to your audience are these.

  • Get written consent from the customers before reaching out to them over SMS.
  • Collect their phone numbers through signup and contact forms while mentioning that you would reach out to them over text messaging for customer service updates.
  • Consider messaging at the right time, preferably regular business hours.
  • Avoid sharing sensitive information that the customers may not be comfortable discussing over text.
  • Escalate to a phone call when the problem becomes too complex to handle over SMS.

TextMagic's build SMS

TextMagic

Don’t shy away from publicizing that your customers can reach out to you by SMS, which shows your commitment to offering excellent customer service.

#4. Use content to support your customer service.

Along with generating leads, your content can also be used to increase customer happiness and satisfaction.

The support team knows the most of what your customers require, complain and recommend about your business. It becomes all the more essential to connect your content creators with the support staff. The content that answers all the questions your audience has, can be used to deliver value to the leads and clients. The blog content that is filled with statistics and insights can be used by the support team to increase customer loyalty.

Start by identifying the 10 most frequently asked questions your support team receives. Identify or create content to answer those questions in the form of easy to understand resources. Ensure that your support team understands the same content and uses it to answer the queries.

Also, you can use email gated content to send people down the sales funnel. This could take the form of a previously recorded webinar, podcast, or an e-book. People who have contacted you are already interested in your offering. Instead of sending them through a boring and long demo, consider this soft sell.

In cases where the questions are straightforward, you could direct the visitors to the FAQ page or knowledge base where they can find corresponding answers. For technical questions that are complex, take the help of videos, case studies and how-to-posts to help them understand.

You can do this yourself or hire a content writing agency to help you create content that retains customers and nurtures leads.

Conclusion

Delight your customers with a stellar customer service strategy. Your customer service reps have a tremendous influence on your business, revenue, sales and overall growth.

They are an important touchpoint to delight the existing and potential customers.

Invest in a proper customer service strategy taking into consideration the 4 fool-proof strategies mentioned above, to serve your customers.

Image Credit: Andrea Piacquadio; Pexels

The post 4 Actionable Tips to Improve your Customer Service Strategy appeared first on ReadWrite.