Why Your Content Marketing Just Isn’t Working, and What You Should Do About It

Your metrics don’t lie. Maybe you’ve hit a sales slump, your traffic is down or your business has plateaued. Maybe you don’t see the results you want despite your past success, your glowing client testimonials, or the fact that you have a great product. Even though you have a strong marketing team in place and have enjoyed solid results in the past, sometimes content falls flat. Marketers, like the rest of us, aren’t perfect. Mistakes are made, campaigns are a flop, and what we think is brilliant content, sometimes just isn’t.

The Blame Game

When everyone is pointing fingers at different departments, whether its client retention or product development, the following are clues that your company’s weak revenue is a marketing problem:

  • When your business’s woes involve lack of sales;
  • When you’re lagging behind competitors who offer similar products or services and are clearly winning the game;
  • When you suffer from brand anonymity and no one has even heard of you, despite having a solid product or service to offer.

Why Your Marketing Techniques are Failing You

As your marketing team can attest to, marketing failures are not for lack of trying. Your group is likely as busy as ever creating campaigns, producing content, and promoting your services. Instead of just ramping up similar efforts and giving your customers more of the same thing, it’s time to look at what exactly your content is saying. Whether your company’s revenue is dependent on B2B or B2C clients, there’s a good chance that what you’re putting out there is falling flat because you’re focusing more on you and less on them. Customer-centered marketing is critical in understanding and anticipating their needs rather than on tooting your own horn and focusing on the brilliance of your company. Some of the most important customer-centric considerations in any content you put out there are:

  • Your niche audience – Who exactly you’re dealing with and what their needs are, the more specific the better.
  • Your customer’s thinking patterns – The psychology behind their buying habits, decision-making, and what makes them tick.
  • Your customer’s information sources – Whether they are active on Twitter, subscribe to your newsletter, read white papers, and so on.

It’s Not Them, It’s You

Despite your best efforts to run a great campaign or turn out engaging content, there’s a chance you may be alienating your customers or leaving a bad taste in their mouth. Turning your clients off is something that happens when you’re trying too hard or have the wrong idea about what they want, and the results are annoying. It’s an innocent mistake, but it can cause significant damage to your company’s bottom line if you turn them off to the point where you lose their loyalty altogether.

Keep in mind the following annoying marketing habits that may be pushing your customers/users away without you even realizing it:

  • Being overly sales focused – Winning quality customers is all about playing the long game rather than shoving a sales pitch down their throat right off the bat. When your team strategically focuses on using your content to pique their interest, educate them on information they care about, and mindfully introduce your services you’ll see a much greater ROI than you will if you go straight for the kill.
  • Talking down to them – Yes, you’re educating them on your industry and why they need your goods or services, but that doesn’t mean they’re clueless to begin with. Your customer is coming to the table with an intelligent, savvy brain that they’ll use to make decisions on whether they want to work with you.
  • Putting your business first – This is right up there with being too focused on immediate sales – you’re not thinking about what your clients want, which is to be engaged with content that adds meaning to their lives. Your products should complement the other layers of value you’re adding rather than being the sole focus. Why? Because they just don’t care that much when the emphasis is just on listening to you talk about your business.

Flip It and Reverse It

If your marketing is guilty of these sins, there’s still time to revamp your content and turn over a new leaf in your brand strategy. Employing some key marketing clean-up tactics will get your game back on track so you can enjoy new success or regain the footing you had in your company’s glory days.

  • Be consistent – Chaotic marketing that is all over the map is confusing and overwhelming and will lead prospective clients far in the other direction. Keep your content tight and drill down into specific areas where you can deliver consistency, like having a great Twitter that you update on a regular basis, or an informative blog that your customer can turn to on a frequent schedule.
  • Get creative – There’s enough “Buy our product for reason x, y, z” marketing out there and it’s dull. Rather than boring your customers, use your content as a platform to engage their emotions by making them laugh, cry, or feel anything that’s at all interesting.
  • Take risks – Trusting in the strength of your team, shaking up your marketing strategy means doing new and different things, which can feel uncomfortable when you’ve been operating a certain way for a long time. Cleaning up your content, thinking differently, and taking a new approach will feel new and different, but without taking chances your content plan will never grow and evolve, and you’ll never snag the new leads that your company needs to maximize sales and ultimately increase revenue.

Need to light a spark under your content? Contact us to learn how we ignite creative expertise that delivers results.

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