Content remains the king and queen of online marketing. However, with Google’s constant upgrades, you’ll have to focus on quality over sheer numbers. Sometimes you keep publishing thinking that your actions are still relevant with your intended audience and to search engines.
Experts from Utah on online marketing cite the following indicators showing your content strategy needs replacing.
Low Organic Traffic
If no one shows interest in the content you publish, you won’t get organic traffic. The topic you create articles or videos about is essential. Is it relevant to your audience? Does it solve any of their problems? If your answer to both is no, then your strategy isn’t worth continuing.
Change your approach by understanding your audience. Create forums, ask questions, and reply to comments and others to learn about your market more deeply. This enables you to produce articles, photos and other types that will get clicks and conversions.
You Don’t Do Keyword Research
Keywords are vital to the success of your content marketing. The search terms users input will lead to your pages or to your direct competitors. Study the words that your audience often uses to find the articles and videos you publish.
Identify the most searched terms, the topics relevant and popular in your niche and the common questions people ask in forums, social media pages and mentions. Aligning the results of your review and content calendar will boost your traffic and increases the possibility of conversion.
No One Reads Your Content
You may get a lot of traffic, but this could be a misleading metric because those visitors might just leave the moment the page finishes loading. The time on page and bounce rate are indicators that people don’t bother reading your article or watching your video.
Some of the causes of these are readability, format and missing elements of the published work. Some of the changes you can make include:
- Create a relevant title and descriptions.
- Make content that is comprehensive and informative.
- Understand the search intentions of users.
Wrong Audience is Discovering Your Content
The traffic and sign-ups you get may be high, but are they the people you want? The campaign you launched may get the conversions you wish to, in some cases more than 50%! However, these visitors may have clicked on your links for reasons other than what you intended them to.
Review the demographics of those that followed your calls-to-action. Are they within your target market, location, income bracket and interests? If the answer is a resounding no, then your marketing strategy is a failure. Identify your ideal customer then focus all your efforts on them.
The backlinks of your profiles are important to optimization. Links that are relevant to your industry and respected by peers are a plus. Google and your intended audience will reward you with a higher rank and conversion.
Reach out to websites that are within your niche and pitch topics that are interesting to your target market.
Understand these signs to change your strategy before it is too late. Adjust to the needs of your customers and use data to your advantage.