Your Content Isn’t Working? Here’s Why

It’s frustrating when you create great content but it doesn’t get read or achieve the results that you expect it to. Content marketing is not a meritocracy, just writing great stuff is no guarantee of success.

That’s the good news, the words are probably great – the bad news being that you’re likely the problem. Most copy contains too much of the writer, who, making the misguided assumption that people want to get to know them, allow their personality to take a leading role.

Let me explain – here are the 5 Reasons Your Content Sucks

1. It’s about you solving your problem – selling your product – and not addressing the prospect’s pain points.

Read your content again; but as a third party. Try to think like your prospect does, and be honest about whether this is designed to resonate with them, or with you.
Most content initiatives fail because the copy is designed to impress the creator and not engage the audience.

Defining your buyer personas is boring as hell, and that’s why most marketers don’t do it effectively. Spending time understanding their pain points, and creating products and content that improve their lives…well, it’s the most powerful thing you can do to transform your content marketing initiatives.

2. It’s boring

Great article, it explains the problem and demonstrates how you can help. But you readers are more likely to get to the end of one of my fiction books than your article – and my books are rubbish.

Stop trying to sound like everyone else, create a voice that’s interesting, relevant and fun. That last word is critical in content that works – there’s a reason fiction outsells non-fiction three to one.

I don’t know if that stat is true, but it sounds good.

3. You give up after the first attempt.

One article is not a content strategy; it’s a diary entry. If you’re going to write one article, write three before you publish the first to ensure some form of consistency.

My method is to write six or seven titles, and then pick a few of the best ones and extrapolate from there. Sometimes a bottle of wine helps, especially if you’re not going to publish immediately afterwards. I’ve done that…and no I’m not going to tell the story.

4. Your promotion sucks

Writing something and chucking it on LinkedIn or Facebook or whatever is not a strategy. First, decide what you’re trying to achieve – perhaps you’d like more leads. Then, build a plan around the type of lead you’re looking for- attach a simple form, relevant to the content with another offer attached (free) in exchange for their contact details and then bring them into your process.

5. You Don’t Have a Process

Generally, when I read a really good piece of content, I don’t grab my credit card out of my wallet and hunt down the author to sign up for whatever they’re offering. However, if I’m impressed, engaged in additional content pieces and guided through a buying pathway – boom.
If you’d like to see an epic example of this, go and visit our partners at Hubspot.com. They use content perfectly, adding value, giving more, and creating legions of engaged fans and clients.
There are heaps of other examples, but look at your own pathway – does it end with the article you created? How do people take more action? And don’t say, “They go to our website.” That kind of statement is all too common, but it doesn’t make it any less foolish. People need a pathway and a purpose – lead them through, don’t rely on their ability to navigate.

6. Bonus Reason – Trying To Sound Clever

Big words, smart sentences, and other things like that make me want to take action – in the form of hiring someone to break the author’s legs. *not a threat for legal reasons.

Most importantly – keep writing. Create more things and develop more ideas and products with your ideal buyer in mind. If you’d like a free guide to buyer persona development, email me at rhys@knight.global, and I’ll send you one.