Why Is Your Content Failing?

This is a question that has been asked and answered thousands of times since the concept of content marketing was realized.  Of course, there are many possible answers to your question, but there are a few things that you can do to better ensure that you don’t ask it again in the future. Perhaps the most effective thing that you can do to find the solution to your problem is to consider your own searching efforts.  Don’t think about your time on the clock.  What you do for work is almost certainly not the same thing that you do when sitting in your living room with mobile device in hand.  It is in those after hours, as you pay careful attention to your own habits that you can learn a lot about how your target market is using the internet and how they are viewing content.

For instance, one thing that you likely do is stop reading after the first paragraph of most pieces of content.

Even when it comes to stories of interest, the average person will only read the first few sentences, perhaps skimming further down the article, but never actually absorbing the majority of the content.  What does this tell us?  Headlines and subtitles are VERY important.  If you want to get your point across, then be sure that you get the bulk of it across in short, succinct titles.  There are tools online that can help you determine how worthwhile your content headline is.  One of these is offered up by CoSchedule It can give you tips on how you can make your headline more effective and will grade you on your effort.

Where do you find the content that you read?  We’re willing to bet that most it found its way to you via a social media channel.

Once you have a great headline and a well-edited version of the content ready to be shared – share it!  This seems like such an obvious tip, but it is absolutely amazing how many people fail to make the effort to spread the word.  The more activity that your content sees on social media, the more likely it is that people will see it and react to it.  So, if you want your content to see more views, more shares, more comments, give it a boost in the beginning. While you may fear putting off your followers with ‘promotional posts’, keep in mind that if you manage an acceptable ratio of ‘fun’ posts with ‘promotional’ posts, you won’t have to worry about upsetting anyone.  As a rule, many social media experts recommend that you make one business-related post for every four regular posts.

Why did that content catch your eye?  Probably because of the image!

Imagery and video are powerful marketing tools.  This has been the case for a very long time, but has certainly proven just as true in the digital age. There are plenty of tools on the web that make it easy to create images, find royalty free images, or formulate infographics.  All of these can make your content stand out in a social feed.  Video is a little more time consuming, but, in many instances, even more powerful at drawing the eye.


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