10 Reasons Your Digital Content Strategy is Failing

February 17, 2022 | content

Content marketing is hard. And it’s not an exact science. It’s also a pretty big investment if you’re going to do it correctly. It’s also a strategy that takes time to generate significant returns. How long does it take? Well, like all Search Engine Optimization (SEO) specialists say “it depends.” 

If you’re taking the time to design your strategy, promote your content, and consistently deliver content to your audience, you should see some following develop in six months. Depending upon how much effort you put into all these actions will ultimately determine when you will see some results. 

This being said, I still see a lot of clients and friends make bad decisions in terms of their content strategy. They don’t understand why what they are doing isn’t working. So while it may seem as simple as creating, posting, and promoting; there are some things you should keep in mind, and can do, to avoid making common digital marketing mistakes. 

Following advice from a reputable team of digital marketing specialists can result in a successful outcome that brings your business the best return on investment (ROI). Here is our guide to why your content marketing strategy is failing, and things to keep in mind when developing your own.

Tips And Advice For Developing Your Digital Content Strategy

Your Content Isn’t Great and It Doesn’t Provide Value 

This is the absolute number one reason content marketing fails. Brands will get into content marketing developing content that’s sales-y, short, and focuses too hard manipulating the reader to buy. That strategy just doesn’t work. People are smart and they aren’t looking to be sold, they want the content to bring value to their lives. 

Content marketing works when it is created to follow the E.A.T. standards and guidelines Google has set. Expert, Authoritative, and Trustworthy content. You need to prove to Google that you are an expert, authoritative, and trustworthy. Ask yourself, “What information can I provide the reader to show them I’m an expert in this field and I can help them?” 

You’re Too Focused or Not Focused Enough on SEO

Yes, you should be focusing on SEO within your content to drive results sooner. No, you should not create content that stuffs keyword terms over and over again in the hopes you will rank better for those terms. Google is smart. You’re not going to be able to outwit Google and create content that has no purpose other than to plug keywords into a page. And if you DO happen to rank, it will be a short-lived victory. 

The best way to create content is to perform the research, write the content and then go back and optimize it. The quality of the writing and the bulk of the topic should be focused on providing value to the end-user FIRST. THEN, focus on making it search engine friendly.

You Aren’t Promoting Your Content Enough Or At All

If you aren’t promoting your content, how do you expect people to find it? Yes, Google and other search engines will eventually make their way to your content but, why wait? By utilizing social media, email marketing, and other marketing channels you can get your content in front of an audience faster. Each additional channel you add to your strategy will help increase viewers to your site, thus increasing the website value, thus improving your ranking. 

If you’re spending the money necessary to create valuable content, you should be spending a pretty equal budget in promoting it.  

You Aren’t Measuring Your Progress

What gets measured, gets better. If you’re not measuring how your content is performing, how will you know what to change or how you can improve? You don’t need to be an analytics specialist to utilize tools like Google Analytics or Google Search Console to your benefit. 

The easiest way to get started is to look at your analytics and pinpoint one page you want to perform well. Is it trending in a good direction? If so, you’re probably good to leave it alone. If not, take a look and reevaluate the page. Compare it with a competitor that is performing well. How can you beat your competitor? What are they doing differently? 

Your Posting Schedule Isn’t Consistent

To maintain an audience, you should be providing them with new or updated content regularly. Depending on the industry, and your available capacity, posting regularly could mean very different things. Make sure you’re able to keep up with your commitment once you get started and try to be competitive with others in your industry. If you’re posting twice a month but your competitors are posting twice a week, it may be difficult to stay relevant. 

It’s best to do the research first and then compare that with your current budget. Is it doable? Can I sustain this schedule for the unforeseeable future? Think of content marketing as putting money into a savings account. It should be a habit. In the beginning, the balance will be low, but over time you will see some large gains. 

Your Digital Content Strategy Doesn’t Include Writing Topics That Are Diverse Enough

This goes back to providing value to your audience. If you are only writing content on the same topic over, over, and over again – you’re going to bore your audience. Not only that, you could risk your website’s SEO with things like keyword cannibalization and duplicate content. 

Google will only display two pages from the same topic for any SERP. So there is NO point in writing on the same topic because it’s not going to gain you additional traffic. It’s better to create lots of content on diverse topics that relate to each other. 

You’re Only Relying on One Form of Content

The days of writing blog after blog after blog are dead. People want to be able to digest content in multiple forms. Everyone is different. The best chance you have at reaching different people is by repurposing and repacking your best content for the masses. 

Try taking a popular page and adding an informational graphic (infographic) to help people that are more interested in visuals digest the content better? Or, try creating a short form explainer video using assets from someplace like envato.com. Visuals are also great to share on social media as they help drive more traffic to your website

The Content Does Not Cover the Buyer’s Journey

This is similar to not having a strategy with diverse topics. You should be providing content that covers the entire buyer’s journey, not just content that you believe will lead to transactions. Having content that touches on each stage will help build brand loyalty and awareness. 

People bounce around in the stages of the buyer’s journey. So while you might think it’s not relevant to start with content that directly speaks to the “awareness stage” (also referred to as “top of the funnel”), your customer may skip the consideration stage and move directly to the decision stage. You want your brand, and your content to be helping them move through this process.

You Focus to Hard on Quantity Not Quality

As the saying goes, “Good service isn’t cheap, and cheap service isn’t good.” This is so true about content. Good content does take time to develop. Slow and steady in this case. It needs to be researched and formatted to grab the attention of the reader and the SERPs. Google can see through content that is not thoroughly developed and is written just for bulk impact. 

It’s truly about the quality of the writing. Who wants to stay on a page reading content that was written poorly? Almost 100% of the time, they don’t, which is also another reason why your website’s rankings will drop, as people are leaving your website. This is known as bounce rate. 

Therefore, when content planning, you should be providing regular content to your audience, but you will lose them quickly if you provide content that has no value, regardless of how often you post. During your initial competitive analysis, you should try to discover where to benchmark your content. How often do your competitors post? What topics do they cover? How long is the content? What types of content do they use? If you’re providing a better resource than your competition, over time you should see customers come looking for your content instead. 

You’re Not Being Realistic

Does your content budget match the benchmark of your competitors? Can you continue to deliver quality content regularly to maintain the strategy? How long does it typically take to see an ROI for content marketing in your industry? These are questions you should be asking yourself beforehand. Set realistic goals that you can stick with to be successful. If you can’t do that, you may need to consider another channel to market your services or goods. 

Like any marketing strategy, some channels work better than others in specific industries. Starting your strategy with an initial competitive analysis is crucial in making sure you’re not wasting your time and money on something that will ultimately not work. 

If Things Aren’t Working, There’s Nothing Wrong With Calling a Professional

If looking at this list makes you feel uneasy about attempting a content strategy on your own, then maybe you should reach out to a marketing professional or an agency to get some advice. While people may see this as a failure on their end, it’s not, it is actually smart. 

Maybe it’s something minor you need to tweak in your strategy, or you’re completely missing the mark. Whatever the reason is, asking for help is always the first step. Most digital marketing agencies will be happy to talk to you about your strategy and do a lot of the competitive research for you. This will allow you to do what you do best, run your business! 

We Can Help Your Develop A Forward-thinking Digital Content Strategy

At The Digital Intellect in West Palm Beach, Florida, we’re a team of dedicated marketing professionals with years of experience with content marketing, SEO, and a multitude of other marketing channels and services. Our services range from developing a full-scale marketing plan to simple business consultation. 

We’re extremely transparent about costs and expectations with our clients before they sign a contract, and will help get the best ROI, as that is the purpose of why we do what we do. Our case studies and work that we’ve done for our diverse portfolio of clients demonstrate a proven track record of success. We pride ourselves on the training and expertise of knowing how to perform well when it comes to developing and executing effective SEO and content marketing strategies. If you’re interested in speaking with us about ramping up your marketing efforts, contact us today.

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Martina is a highly experienced, collaborative, and strategic digital marketer with 7+ years of experience leading content creation teams. Starting her content marketing career in video production for luxury goods, she now focuses more on SEO, content development strategy, and agency operational processes.

By Martina Perault
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