- Businesses and marketers invest heavily in content strategy for multiple reasons.
- Some aspects can lead to the failure of a content strategy.
An optimal content strategy is crucial in a digital marketing campaign, and if it fails to bring the desired results, it may be flawed. Creating great content can be similar to baking a perfect cake. One has to mix the right ingredients and follow an ideal recipe, and still, the chances of baking that perfect cake are not 100% guaranteed.
Usually, a content strategy is devised for various goals and objectives. Businesses publish or upload a wide variety of content on numerous platforms. It can be blogs, Instagram reels, creatives and carousels, Facebook posts, YouTube videos and shorts, email broadcasts, email drip messages, WhatsApp broadcasts, etc.
The objectives are to boost brand awareness, increase lead generation, customer engagement and retention, and skyrocket sales to generate revenue. Marketers and business owners sometimes do not get the desired results due to a lack of knowledge or a flawed content strategy, and hence, they say that the current content strategy has failed.
The following could be the reasons why a content strategy fails?
Not Resonating With Your Target Audience
Being a business owner, you must ensure that your product or service resonates with your target audience. Your target audience or customers must connect with your product or service. For example, lakhs of people flock to buy iPhones whenever a new version comes out, meaning people resonate with the product.
You might have the potential to surpass Apple someday, but as of now, you must devise your content strategy to resonate with your audience. Failing to do so is a critical reason why a content strategy fails. Your content must connect with your audience and capture their attention, interest and emotions.
This connection leads to high traffic, lead generation, clicks, shares, and comments. These are the parameters that define the success of the content strategy. Creating content that needs to be improved is a colossal waste of time and resources mainly because it takes research, writing, editing, production and distribution efforts to make and distribute the content.
One must understand that content that resonates with your audience acts as a bridge, sparks curiosity, builds relationships and opens up new doors for communication. You must have seen famous adverts for Fevicol, Amul, Coca-Cola, ThumbsUp, Sprite, etc. Even if the chlormint candy is missing from the shelves, we hear people say its tagline is “Dobara mat puchna” during everyday conversations. That’s how your content must resonate with your audience.
Missing the Purpose of Creating the Content
The first step for creating content that could drive your business to success is to understand the purpose of creating the content. It would help if you had the exact answer to the purpose. Why do you want this content? Who is your audience for the content? Having the exact answer to these questions clears the outline of the intention of content creation.
Moreover, knowing the purpose of your content helps you create content that drives desired outcomes. Content changes concerning its purpose would differ for brand awareness, lead generation, website traffic, etc. A clear purpose helps you understand your target audience and tailor your content to their needs and interests, increasing engagement and impact.
The purpose guides you to choose the format and tone of your content. It could be a blog post, a video, infographics, etc. & at the same time, they could be informative, persuasive, humorous, etc. All these aspects help your content to resonate with your audience.
You must also set clear metrics and track your progress. You should know how your content works, evaluate its effectiveness and make necessary adjustments at any given time. A vital purpose keeps you focused on content creation; otherwise, it would be irrelevant content that serves no purpose.
Not Setting Content KPIs and Timeline for Each Content
The previous point clears the purpose of content creation. However, if you need clear key performance indicators (KPIs) and a timeline on how long a particular piece of content must keep running, it could be a reason why a content strategy fails. It’s like ignoring the road signs while on a road trip and ending up in the middle of nowhere.
Without KPIs and timelines, your content is like a rudderless boat left in open waters that will never reach its destination. All the effort in making the boat, loading the stuff, etc., will be well-spent if it reaches the destination in time. Remember how Titanic was one of the most luxurious ships but drowned in the Atlantic Ocean when the crew failed to see the iceberg in time?
Resources are precious; with timelines and KPIs, you might use these resources appropriately. There could be a case where you invest heavily in a particular content you think is the best but might not resonate with your audience. KPIs and timelines give you a clear idea about the efficiency and effectiveness of your content.
A rudderless boat is bound to float without any direction and at the mercy of the tides. That’s exactly how content would behave without KPIs and timelines. These metrics guide whether your content strategy is going in the right direction. They also offer a purpose and clear objective for content creation, another crucial aspect to judge.
Measuring Leads/Conversions at the Only KPIs
It is highly advised not to look at the world through a keyhole. Measuring the leads generated and the conversions the content brought as the only KPIs is a bad idea. It makes you overlook the bigger picture of your content’s impact. Remember, the content plays various roles in the customer journey. They help build brand awareness, nurture leads, boost customer engagement, etc.
Moreover, focusing on leads and conversions is a short-term goal and is a lagging indicator. It would take a lot of time to see the actual impact of the content. You might neglect content that is not generating leads immediately but has the potential to build long-term brand loyalty.
Counting the leads concerning every content fails to paint a clear picture of the success of a content strategy. For instance, if you have high-quality content generating engagement and boosting brand awareness but failing to bring immediate leads, it does not mean that particular content is a failure.
Leads and conversions, without a doubt, are essential, but they must not be the sole judge of your content strategy. Focusing solely on these metrics can lead to ignoring the needs and preferences of your audience. Also, creating content that only aims towards conversion might feel forced and inauthentic.
Coming to the advertisement of chlormint candy again, it was not aimed to boost the sale of the candy but to create a buzz around it. Marketers achieved success, and it was trendy at the time. Moreover, the art of selling your product or service without even trying to sell forcefully is rare, and content must focus on it.
Different types of content are created to serve different purposes. A blog post is typically suited to create brand awareness. A white paper is more effective for B2B lead generation. A YouTube short is for lead generation, and a YouTube video is created to educate the audience. Instagram creatives and carousels also serve different purposes.
Not Emphasizing the User & Their Content Experience
A content strategy without focusing on the users is like setting the sail without a map. Such a strategy is doomed to drift aimlessly and ultimately miss the destination. Content exists to establish a connection and resonate with your audience.
Without understanding their needs, interests, and preferred information formats, your content becomes a monologue and not a conversation that it should be. Users are bound to feel unheard and disengaged. A bad user experience is like walking on broken glass; every piece of shattered glass makes users change course and go on other paths.
Even the best content can only be seen if it is optimized for discoverability. Ignoring users’ search patterns, platform algorithms and accessibility considerations could lead to the failure of your content strategy. Content serves as a bridge to conversion, and a poorly designed bridge could collapse, and your customer can never reach you.
Creators and marketers must focus on the needs and requirements of their audience when creating a content strategy. They must have a proper understanding of where to focus their strategy. Ignoring user feedback and failing to prioritize a positive content experience can damage your content strategy.
Avoiding the above mentioned mistakes can lead to a successful content strategy with the desired results. Creators and marketers should avoid committing these mistakes at all costs. Experts at Brint Marketing Solutions can offer comprehensive support and guidance in developing and implementing a sound content marketing strategy. Book your free consultation today.