Why Most Fail At Content Marketing
Posting Content ≠ Content Marketing
What’s that? Just posting everyday on social media isn’t content marketing?
No, it isn’t. In fact, I’d argue that posting everyday is going to sink your business further. You need a goal, a strategy, a framework with measurable and scalable results and metrics to measure your content marketing efforts.
So first things first, let’s define content marketing.
Simply put, Content Marketing is a strategy used to attract, engage and retain an audience using a form of interactive digital media. This can be in the form of social media posts, videos, infographs, blogs, etc.
But why do most fail at this?
Well, that’s what we’re going to go over and it boils down to THREE primary reasons.
Let’s get started.
1. Not Knowing Who It’s For
What’s one of the golden rules of marketing?
Know your audience.
Your content should be made specifically for a certain person, tailored exactly toward them. Like they have to feel like it was made specifically for them. Make them feel special, make them feel heard.
Most people just mindlessly post content and think that as long as they do it everyday, then it’ll bring in followers and leads.
Don’t post content that you would enjoy.
Don’t post content that you think that your audience would enjoy.
Post content that you KNOW your audience would enjoy.
This means doing thorough research, figuring out their biggest problems, offering an easily digestible solution and knowing the psychological and neurological triggers to make them stop scrolling and pay attention and then act.
Know your audience.
Onto the next one.
2. Not Staying Consistent
On the flip side, if you post maybe 1-2 a week or even once a month then I’d recommend not even bother with content marketing. You’d be better off pursuing other marketing channels.
You need to either go all-in on content marketing and succeed with it, or don’t bother. Social media apps want more users on the app, they want authentic people engaging, they have a financially incentive to keep people on their apps for as long as possible. More eyes = more dollars. So they will reward you if you can keep people n the platform longer.
You could have the best strategy in the world, but if you rarely post at all, it’s not going to do any good. Ideally, you’d want to post at least 5 times a week – once per weekday, but it’s ultimately better to go with something that you can stick with.
Use scheduling apps, create a batch of content all at once and schedule your content. Systematize it.
Which brings us to our third reason why most people fail content marketing.
3. No Content Systems
You ever wonder how some content creators are able to be active EVERYWHERE and post EVERYDAY. Like without missing a single beat?
I guarantee you, they have a content system. They have found a framework that works. They stick to it, and this allows them to be consistent and essentially have their content marketing on autopilot.
This is why many burn out when making content – you need a content system. But what exactly is a content system?
A Content System (Not to be confused with a Content Management System) is a process used for creating content at scale that is made for a certain brand or business and is catered to a particular audience.
This is more than likely what your business is lacking, and if you want to start taking content marketing seriously, then I highly recommend you start implementing one ASAP.
Now, onto the last reason why most fail at content marketing (I was guilty of this when I first started).
4. Not Engaging
Remember how I said that social media wants to keep you on the platform? This is where these social media apps want to keep you. They want you to be HOOKED on the app and be engaging with your audience, your ICP, other creators in your niche.
It’s blatantly clear that all these social media apps want you to ENGAGE.
Many who get into content marketing make the mistake of just posting content, and then forgetting about it!
This is probably the #1 reason (in my humble opinion) why 99% of entrepreneurs who try content marketing FAIL at it, and then complain that it doesn’t work.
You need to be engaging. That’s how you grow your social media following.
Growing your business or brand on social media is 20% content and 80% engagement. If you don’t do this, you will not grow.
I’d recommend at least for 20 mins a day per platform. I engage for 20 mins a day across 5 platforms (that’s 1 hour per day.)
Even if you don’t have any idea or strategy for your content – I’d still engage just so that way these social media websites “warm” up and recommend your profile.
Bottom line: Engagement > Content
I hope you’ve walked away with the necessary knowledge from this article so that way you can CRUSH your content marketing goals and stand apart from the 99% in your niche. If you implement all of these tips and master them, you’ll be well on your way to succeeding inbound lead generation with content marketing.
Please be sure to comment and share so other entrepreneurs can benefit from this!
Have a good day everyone!