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You are here:   Home Blog Why Your Content Is Failing

Why Your Content Is Failing

May 23, 2018 by Carrie Powers Leave a Comment

If your content marketing efforts aren’t getting the results you expected, there can be several reasons behind that failure.

Here, I’ll go over some of the most common ones and explain what you can do to fix them. Get ready to bring your content back to life!

You Only Focus on Company News

Want to know what’s even more boring than seeing a bunch of vaguely inspirational quotes on your Facebook feed? Seeing a bunch of brands relentlessly try to promote themselves and their products on your Facebook feed.

The truth is, there’s nothing wrong with getting the word out about a new product or a featured service. However, it’s also important that you make sure people recognize your company for something other than its advertisements and self promotions.

Because of this, it’s up to you to ensure that your content actually contains, well, content.

This means you’ll have to put a little more thought into the content you publish. Instead of just blogging about a product or service you offer, try branching out into topics related to your industry as a whole and writing original thought pieces on them.

After all, people don’t just search for specific products. They also search for information about current events, new innovations and industry trends, all of which you have the ability to cover.

And, once you’ve established yourself with readers as a reliable source for experience-based content, those readers will be much more likely to think of you the next time they’re in the market for a product or service you offer.

To get an idea of what you should write about other than your own company’s news and offerings, try getting a sense of what your ideal readers are searching for. Here at bizbuzzcontent, our favorite tool for this purpose is Answer the Public. When you plug a search term in, you’re presented with an easily understandable visualization of the search queries people are entering with that keyword.

For instance, plug in the term “content writing” and you’re greeted with the following graphic, as well as several others:

Once you have an idea of the types of questions people are asking about your area of expertise, you can start to form ideas for new content around the answers to those questions.

You’re Giving SEO the Cold Shoulder

We all know that content cannot consist of a string of keywords thrown together to vaguely resemble an article. Such content may initially get a few clicks, but it’ll soon be flagged by Google as low-quality, and thus bumped down in search rankings.

What some of us may not be entirely aware of, however, is that SEO (when done right) is still pretty important. Actually, scratch that–it’s very important.

In short, SEO helps search engines do their jobs more effectively and efficiently. That is to say, it allows search engines to figure out whether your site is relevant to a search or not.

One aspect of SEO involves tailoring your backend to help spiders and bots crawl your site. We’re not going to talk about that here.

What we are going to talk about, though, is how you can incorporate SEO into your content.

First of all, you’ll need to ensure that your content is useful. This means your content should accomplish its purpose, whether that’s to answer a question, teach a skill or discuss a timely topic.

Second, you’ll need to seamlessly blend keywords into your content, including the meta description and title. What’s most important during this step is choosing keywords that are actually relevant. In fact, it may be a good idea to limit the number of keywords you’ll allow yourself to use–start with two, and see how it goes from there.

Check out Jessica’s guest post for 3Q Digital to learn more about how you can implement SEO into your content. Or, if you need help identifying keywords to target, try using Moz’s Keyword Explorer tool.

You’re Not Paying Attention to Data

Unlike the latest as-seen-on-TV product, content isn’t something you can simply set and forget. Once your content is published, it’s important that you pay attention to any and all collected data about its performance.

This can involve taking a look at your WordPress stats, Facebook IQ or other similar insight and benchmarking tools.

Once you have a decent amount of stats to analyze, ask yourself the following questions:

  • Is there a certain day of the week (or time of day) that my readers are most active?
  • Do certain types of posts (how-to articles, lists, etc.) get more engagement than others?
  • Are my calls to action (CTAs) effective?
  • How many people that read our content follow up by visiting the company website or following us on social media?
  • Do specific topics get more clicks than others?

After you’ve answered each of those questions, you’ll be able to form a clearer picture of which content performs best and which content falls behind. Now, simply take the information you’ve gleaned and use it to create a plan for the future. This could be a list of possible topics, a calendar specifying each time of day or a new addition to your company’s style guide.

In essence, learning what types of content worked (or didn’t work) for you in the past will help you devise a smarter and more effective content strategy for the future.

If you’d like help creating content that’s useful, relevant, SEO-friendly, exceptionally high-quality and designed to get results, you might want to consider using bizbuzzcontent’s content creation services.

Why do you think some of your content has been successful or unsuccessful? What’s your go-to trick for making your content get results? Let’s talk about it below!

Carrie Powers
Carrie Powers is a content writer for bizbuzzcontent. She loves reading, iced coffee and scruffy dogs, and is on a neverending quest for the perfect burrito.

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Testimonials

Professional content agency

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.

Steven S., Senior Manager, Demand Generation, Rentlytics

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2018-07-31T17:22:53-04:00

Steven S., Senior Manager, Demand Generation, Rentlytics

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.
https://www.bizbuzzcontent.com/blog/testimonials/professional-content-agency/

Tailor-made content strategies

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.

Bree v.F., Director of Marketing and Engagement, VolunteerMatch

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2018-07-31T17:22:20-04:00

Bree v.F., Director of Marketing and Engagement, VolunteerMatch

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.
https://www.bizbuzzcontent.com/blog/testimonials/tailor-made-content-strategies/

Highly targeted and relevant content

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.

Nag P., Sr. Manager, Product Marketing, Salesforce

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2018-07-31T17:22:31-04:00

Nag P., Sr. Manager, Product Marketing, Salesforce

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.
https://www.bizbuzzcontent.com/blog/testimonials/highly-targeted-and-relevant-content/

Compelling content that drives results

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.

Collin S., Angel Investor and Technology Executive

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2018-07-31T17:22:41-04:00

Collin S., Angel Investor and Technology Executive

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.
https://www.bizbuzzcontent.com/blog/testimonials/compelling-content-that-drives-results/

Outstanding process

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.

Priya H., Partner, Woodruff-Sawyer & Co.

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2018-07-31T17:23:04-04:00

Priya H., Partner, Woodruff-Sawyer & Co.

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.
https://www.bizbuzzcontent.com/blog/testimonials/outstanding-process/

Strong content values

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.

Andy B., C-Level Marketing and Strategy Consultant

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2018-07-31T17:23:14-04:00

Andy B., C-Level Marketing and Strategy Consultant

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.
https://www.bizbuzzcontent.com/blog/testimonials/strong-content-values-highly-recommended/

Added value

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.

Ping J., Product Manager, Microsoft Bing Ads

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2018-07-31T17:21:44-04:00

Ping J., Product Manager, Microsoft Bing Ads

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.
https://www.bizbuzzcontent.com/blog/testimonials/added-value/

Critical extension of the marketing team

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.

Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

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2018-07-31T17:21:33-04:00

Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.
https://www.bizbuzzcontent.com/blog/testimonials/critical-extension-of-the-marketing-team/

Excellent content program

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!

Pauline J., CEO, Group Twenty Seven

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2018-07-31T17:21:10-04:00

Pauline J., CEO, Group Twenty Seven

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!
https://www.bizbuzzcontent.com/blog/testimonials/excellent-content-program/

Trusted partner for years

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.

Ashley G., Digital Ad Management, SearchForce

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2018-07-31T17:18:31-04:00

Ashley G., Digital Ad Management, SearchForce

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.
https://www.bizbuzzcontent.com/blog/testimonials/trusted-partner-for-years/
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