Why are you doing content marketing?
“Because our competitors are…”
“To gain exposure…”
“Because I was told I had to…”
I ask this question a lot, and the above answers are pretty typical of the sort of response I hear.
Of course, every company wants to gain exposure and drive people to their website, and if enough people tell them content’s the way to do that, it makes sense that – at some point – they’d choose to go down that road.
However, while exposure and visits – and even email sign-ups and social growth – are all great to see, in isolation, they’re not going to make much of a difference to your bottom line (and they’re definitely not going to convince the guys “up top” that content is worth investing in).
In order to maximize the ROI of your content marketing, you need to be converting these leads into something tangible – something that can be assigned a dollar value.
If you’ve not yet reached that point, don’t worry – you’re not alone. Recent stats show that although 93% of marketers are using content marketing, only 9% of them deem it to be “very effective.”
In this post, I’m going to take a look at why you’re struggling to take your content to the next level, and what you can do to start converting the leads you capture and push yourself into that 9% of “very effective” content marketers.
Let’s begin by taking a look at…
What’s wrong with your content creation process
You’re targeting the wrong people
Newsflash: content that’s going to drive conversions has to target a demographic of visitors that are actually likely to convert. If you’re successfully driving leads with your content, but none of those leads are converting, could the problem be that the content doesn’t align with your target market? And that the resulting leads are unqualified and irrelevant as a result? Continue reading Why Your Content Marketing Leads Aren’t Converting (and What to Do About It)