With a value of about 400 billion dollars, according to figures from Breakline Agency, in 2021 it can be considered that content marketing continues to be the most relevant for brands and companies, therefore, take full advantage of those resources destined to the content is still important. However, there are still firms that are finding that the resources allocated are not producing the expected results … Is this your case? If so, this time we will see some signs that indicate that something is wrong with the content.
According to various experts, these are the best signals to determine that it is time to make changes in the content marketing strategy:
Traffic is not growing
According to the renowned Neil Patel, a first sign that the content marketing strategy is failing is the fact that traffic is not growing. In this regard, he comments that one of the realities of building an audience is volume, you must reach enough people to begin to meet your business goals.
Therefore, the content needs to attract a significant number of people and if this does not happen then something is wrong with the content.
Consider that ways like Google positions well the materials that people find really valuable, if you want to get this you have to add value.
Check the site statistics to have a clear view of traffic and detect if there is a problem of this nature. In addition to seeing that detail, you also have to consider if people are coming back for more content after consuming a piece.
Content is not being shared
As a second clear signal there is another of the key indicators that the content is relevant or of value. When a piece complies with it, it becomes shared by people so that it reaches even more individuals. This can happen on social channels such as social networks or on messaging channels such as WhatsApp or Messenger.
By providing valuable content, you will see a boost in this reaction of sharing by the audience, if this does not happen, if the share counter on your pages does not move to more than 2 digits, then you have to carefully analyze what is being creating and sharing with the public.
The materials are highly promotional
As a third failure that content marketing strategies of brands and companies may have is the abuse of the promotion of either products or services. This can mean that the materials are not generating some relevant figures.
He considers that times have changed in relation to the content that brands produce and if these pieces are not helping buyers to conquer their challenges, it will be necessary to restructure the strategy.
According to Marketing Insider Group, buyers today demand helpful information from businesses before even considering a purchase, in fact, 74 percent of them buy from the top companies that provide value and insights they need. Is your content doing this?
The social presence is stagnant
Finally, returning to the topic of social networks, the firm Inc. points out that when the presence on these channels is stagnant, it means that the content is not having an effect and therefore things must be rethought.
Social networks represent one of the most popular spaces in which audiences find and consume content, if you are using the most appropriate platforms but there are no positive results, then the content may not be good enough for people or it may it is necessary to adjust the strategy in these spaces to determine better schedules, and even better channels.