High-quality content is important for a variety of reasons. A key factor in successfully building an audience and increasing revenue, virtually all businesses today rely on content creation to fuel growth and consumer engagement. If you find yourself in a situation where perhaps customer conversations have plateaued, or are struggling to make sales, you might want to evaluate your content strategy.
Here are some of the main reasons your content strategy is failing to bring in customers.
You’re failing to go beyond the surface
As most businesses today have an online presence to keep up with the demands of the growing digital economy, the competition can be fierce. With technology making it easier than ever for entrepreneurs and small businesses to compete with more established companies, consumers have more to choose from and their expectations have changed over the last decade. If your content is failing to go beyond surface-level information about your business, it’s very likely this is hurting your ability to build a solid consumer base.
Here are a few steps that will help you create more personalized content:
● Invest in data analysis to help you discover what trends are taking off in your industry that will inspire new topics for your content plan that are interesting and engaging
● Data analysis can help you understand what your target market’s specific needs and thus generate content that speaks to those needs
● In the spirit of personalization, don’t just let your consumer know how you operate, but who you are and why you do what you do, which helps build trust and understanding.
Content, for many businesses, gives them the competitive edge that they need to stand out and excel. Yet, if your content fails to go beyond surface level information, it’s unlikely that consumers will remember you. Be sure to add unique information that will stick in a potential customer’s mind, and hopefully encourage them to come back.
You’re not listening to your customers
Much like personalization, customers value being listened to. Allowing your consumers to reach out to you via feedback platforms is an effective way to learn more about consumer needs, but it’s also wise to take initiative and reach out to your customers through content. That means writing original content or posting third-party content that prompts a conversation with your audience. This will show your readers that you are available and willing to engage and that their feedback is valuable to you. In addition to keeping open communication platforms, be sure that you invest in data analysis to understand your target demographic’s needs. Understanding what they want and need from you will help you create more personalized content that speaks to your audience directly.
Your posts are inconsistent
Consistency is essential if you are going to make an impression on social media. Set aside a part of your budget to invest in your social media strategy, in addition to setting up a plan right away. Not just effective in helping you plan and organize which content you are going to post for the day, a social media strategy can also help your content improve in the following ways:
● A social media strategy helps you identify your “brand voice," which will be a staple in how you communicate with your audience
● A social media planner will help you plan ahead of time, allowing you plan content that is based on upcoming holidays, or events that can help boost reader engagement
● A planner also allows you to place your posts ahead of time, ideally at the same time of day each day, which will keep your content flow smooth and user-friendly
While each social media plan is unique, it’s important for all businesses to find a way to organize and enhance their audience engagement.
There are a variety of reasons your content plan might not be generating the amount of interest you would like. Luckily, no matter what industry you’re in, being aware of what you are doing wrong and investing time and resources in your content plan and audience will certainly help you improve.
About the Writer
Josh Althauser is an entrepreneur with a background in design and M&A. He's also a developer, open source advocate and designer. You may connect with him on Twitter.