Creating quality content can seem like a game of Russian roulette to some.
Imagine the situation - and if you work in the Content Marketing, it's likely you've already experienced it:
You've spent time polishing your article.
No doubt: it's so good that it will bring in many visitors and convert as many leads, as well as being relevant and sustainable (evergreen) for many years to come!"
You let a few days pass and then check your dashboard on Analytics or Hubspot.
Result? No one has read it... As soon as it is published, your content seems to have been swallowed up in the depths of the web.
Why Because it's not relevant, too long, you don't know your readership or because your title was really not good!
An infographic to understand what happened to your great content
This impression is going to grow as more and more B-to-B companies get into Content Marketing for a few years.
But there are still some concrete reasons why your content goes unnoticed.
Let's analyze the phenomenon with this infographic:
So here are some answers to what may have happened with your content.
Your targets didn't see your content
The truth is that most content on the net doesn't get much attention. A recent study of 100,000 social media posts shows that 50% of them generate no more than 2 likes and 75% get no shares.
However, original and interesting content will find its audience. The key being to make sure that content is useful to the reader, the Buyer Persona, not the brand.
The content also needs to be optimized for the web. But you already know that by reading our blog !
Your content is not relevant
Putting aside typos or grammatical errors, which are prohibitive to many, your topics may simply be uninteresting.
74% of consumers even report being annoyed by content that adds no value. If you don't have time to write content every day, focus on one quality post every 10 days rather than 10 very light articles every day.
Also avoid promoting your company or products too much (not many people are interested in that but you !).
Your content is too long (TL; DR)
"What is the optimal amount of time to spend per week exercising ?"
The answer is 450 minutes.
On this topic, one journalist decided to devote 900 words to it.
One may bemoan the relative laziness that prevents one from reading long-form content or consider that there are so many interesting things to read that a professional cannot afford to spend much time on each article that interests him or her.
Many articles on US blogs incorporate this famous TL;DR (Too long; Didn't Read) offering a summary of the article in a sentence or two at the end of the text.
Beware of your text length!
Your content has not been shared enough
From your blog to social networks, one piece of content can be published and republished on different platforms.
Furthermore, don't hesitate to reschedule the same articles over time on social networks (especially Twitter) for all those who might have missed the first broadcast, without forgetting to include them in your newsletters.
The promise of the title was not kept
If you advertise claiming to answer a question in your publication, work to deliver on your promise or risk disappointing very quickly. Content that is misleading compared to the title is often « click bait » (or click trap in French).
You don't know your readership
From a Inbound Marketing perspective, this is a pretty disturbing observation!
If you don't know who you're talking to, it's going to be really hard to come up with content that inspires your readers. You need to be able to create Buyer Persona that will allow you to anticipate your readers' every desire.
If you made it to the end of this article, congratulations !
Once you've attracted more readers with our tips, learn how to convert them into leads with the advice in our white paper !
