Every year, thousands and millions of brands flood the internet with new pieces of content in the form of blogs, videos, infographics, and more. The overwhelming amount makes it hard for your content to stand out.
Good content is incredibly powerful for your business, so ignoring it is not an option. In fact, it generates three times more leads than outbound marketing. Yet, 96.55% of content simply disappears into the void, meaning they get zero organic traffic.
Why your Content isn’t Giving you Desirable Results
There are several reasons why content fails to be a part of the 3.45%. The key to success lies in having a clear content marketing strategy, not just great content. You need a solid plan for how you can create, share, and promote it, too. Check out these reasons why your content isn’t performing like it should and how content can help you strengthen your brand presence.
Content Lacks Research Demand
It’s true that content with less search volume is easier to rank and is particularly helpful for new businesses. But, if most of your content has less search volume, you won’t get exposure even if your rank is no.1.
That's why keyword research is crucial. When researching the content topic on a keyword planner, have a good knowledge of the search volume. For example:
- Niche (0 – 30 searches/month): Best for very specific topics, long-tail questions, or searches with close variants
- Low (30 – 100 searches/month): Ideal for niche offerings, localised searches, or specific product searches
- Average (100 – 1,000 searches/month): A safe range for common products, services, or article topics
- Large (1,000 – 10,000 searches/month): Covers broad topics with multiple subtopics; usually highly competitive
- Broad (10,000+ searches/month): Relevant for high-authority searches (e.g., Facebook or major brands)
Improve title tags and meta descriptions to bring in the right audience. Add internal links and create simple, helpful content to keep visitors interested in your brand.
Misalignment with what the Audience Wants
Content needs to be entertaining, informative, inspiring, or persuading. No matter how you publish the content, you should be well aware of the fact that not all content is a sales pitch. While a call-to-action (CTA) at the end is fine, starting with a hard sell will push your audience away. Instead, focus on value-first content that hooks them and keeps them engaged.
As the internet is available to everyone now, consumers do their own research before making decisions. To stand out and gain credibility, your content should capture interest and provide useful insights that support their journey. Valuable content has many forms, like:
- How-to guides
- Tips
- Case studies
- Step-by-step processes
- Interactive
With endless content available, people engage with more relatable content. That’s why understanding your audience is key. If you have a broad customer base, create consumer personas to make your content according to their needs. To do that, you can:
Run surveys and offer incentives to gather honest feedback
Analyse the performance of your previous content
To find out what people are actively looking for, you can use Google Trends
Engage with the audience
Companies make a better impression on 82% of consumers by creating content tailored to them. After all, people care more about brands that understand them.
No Clear Content Strategy
Every content needs a full-proof strategy with a clear-cut goal or end result. If you are not certain about the goal, it will be hard to navigate throughout the journey of your content marketing campaign. You can hire a content marketing agency to help you out to plan out everything.
When creating your content strategy, make sure you can define the purpose of each of your content. Here are some important things to keep in mind:
- Your creative content marketing strategy and SEO strategy should go hand-in-hand
- You can measure its success by its views, traffic, subscribers, and conversion
Lack of Originality and Ingenuity
With so many platforms and opportunities, you, as a brand, can have endless ways to create content. But if you want to get more engagement, readers need to interact with your content instead of passively consuming it or dropping off before getting to the end.
By offering unique and engaging content, you are more likely to help the audience absorb your key messages. If your content looks and sounds like everyone else’s, it will not stand out. Even for high-quality pages, the rank will fall if it doesn’t offer something fresh – especially for topics with a high search volume.
If your content is just a copy-paste of existing ideas, it won’t perform well. Instead, research old topics and:
- Take a fresh angle
- Write with passion and style
- Keep the tone engaging instead of robotic
- Present it with a unique brand voice
Inadequate Content Promotion
Creating content is just the first step; you need to promote it too. You can so this by:
- Sharing it on social media
- Including it in email newsletters
- Linking it from older blog posts
- Mentioning it in blog comments or forums
- Distributing it through paid media
Stay consistent with the promotion. The more you share, the more exposure it will get.
Failing to Capture Attention Early
Your audience will come to your website’s content when they have a specific query that your content solves. However, long introductions and meandering narratives put readers off. Today, short-form content is becoming the norm.
An engaging statistic and a clear answer can also help you create a snippet that is easy to consume. You can also work with web carousels, infographics, and videos to capture and maintain your audience’s attention.
No matter what, you can’t expect any creative content marketing approach to generate substantial results overnight. Patience, persistence, and flexibility are the key to getting the most out of your strategy. Stay up-to-date with the trends and remodel your content marketing strategy according to it.
Make your audience your focal point while crafting your content to ensure it will genuinely help them. Not only will it showcase your expertise but also will help you build trust along the way.
If something isn’t working, then reanalyse, optimise, and implement new strategies. You will soon get the rewards for your efforts. Whether you want to refine your content marketing strategy or create quality content, Edisol is here to help. Contact us to know more about how we’ve helped businesses scale content and win audiences.
