Ever worked really hard at crafting a blog post, tweet or photo with the hope it will go viral, and yet it bombs so badly you scream at yourself how did this happen?! Then be comforted to know that you’re not alone.
Content marketing is tough, and everyone is doing it. Some well, some awful, and a lot in between. But don’t give up… because like anything you get better with practice.
Recently I came across an excellent and entertaining Slideshare from Rand Fishkin from Moz who offers 5 insights as to why you might be faiing with your content marketing. I’ve summarised each below but it’s worth sitting back and flicking through the slides too.
1) The Truth Around Content Marketing
… is that your audience doesn’t sit down at their desk one day and seek out your content. Instead they are bombarded with hundreds of links to stuff and they selectively choose what to click on or engage with. Content is not a box-ticking exercise where you just need to do it and then the money will roll in. Content is about building a relationship with a potential customer for when they may need your product or service.
2) Why Content Spreads
Content is shared not just because it’s good. It evokes a reaction, inspires, challenges, resonates with a belief, sparks passion or stokes vanity. Only the top 0.1% of content goes viral without a pre-existing community to fuel it. Don’t gamble on your content being in that 0.1%. Instead target a community to get behind your content.
3) Content Alone Isn’t Enough
Content needs to be amplified to reach the right people in the right place. Whether that’s broadcast (email, display ads etc), 1:1 outreach, or paid promotion (Facebook ads etc), amplification is an on-going process which needs to be invested in to help your content reach the right audience.
4) SEO for Content Remains Key
Search still remains important for intent-driven searches. On social media you are very much in ‘browse mode’. Keywords research plays a part in how you devise your content strategy and shouldn’t be ignored.
5) Don’t Give Up Yet…
Most overnight successes take a while to get there. And through constant trial and error you will learn what works and what doesn’t and reduce the amount of content you create which will fail.
He ends on a fantastic quote – The price of success is failure after failure after failure. That essentially sums up content marketing!