Content marketing is one of the primary sources of empowering your marketing strategies. There is an adage in the marketing world that says, “Content is king!” – And it is true to a large extent. Why else should the content marketing industry be worthed at a staggering 38 billion dollars by 2018?
This does not mean that all the content out in the digital world is worth gold. On the contrary, most of it is, well, trash.
Copywriters have become busier now than ever before. The internet is flooding with information and insights. All you need to know about your industry is just a click of a button away!
Although, this does not mean that all the content out in the digital world is worth gold. On the contrary, most of it is, well, trash. The content marketing industry is dominated mostly by the big names of the game, such as Quicksprout, Inc., Forbes, HBR, etc. The rest are still trying.
As a content creator, all you need is an active internet connection and the ability to create. In that case, why is there such a huge disparity in an industry that is independent of any constraints; whether it is financial or otherwise? The simple answer is: A majority of the content sucks.
These big names of the game became huge because they got the content write; the quality. Another problem is that people do not know that their content sucks. They lack the perspective to objectively assess why they haven’t been able to generate responsive content and make it big in the industry. In this article, I will tell you exactly how your content probably sucks – and how you can fix it!
You Don’t Care About The Audience
The very first thing you need to check before creating content is your intent behind it.
If you are writing content without a clear audience group in mind – you are doing it wrong. The very idea of content creation is to create something of value and relevance for the people. There is an actual flesh and bone human being on the other side of the road, who is looking for knowledge and insights that address his/her specific concerns.
The very first thing you need to check before creating content is your intent behind it. Is the reason you’re writing that blog because you want to blow your own trumpet about how great your services are? Is it because you want traffic on your website? Or are you writing the content for the sake of it without having anything specific to say? If your reasons for creating content coincides with any of the above – let me break it to you: YOUR CONTENT SUCKS! It can never hold relevance in a market that is brutally competitive if you do not care about your readers.
Find out who your readers are and cater to them directly. Being specific to your niche is the key to content creation.
How to fix it
If you want the world to know how beneficial your services can prove, tell your readers exactly how it will help them. ‘How it will help them’ being the key phrase here. Also, find out who your readers are and cater to them directly. Being specific to your niche is the key to content creation.
If website traffic build up is what you are after- any traffic that is worth something is the one that is generated organically. How does one generate organic traffic? The short answer is: By creating mind-blowing content!
If you are creating content even if you have nothing to say – well, in that case, just quit. You’re on the wrong path already.
Poor Writing Skills
If you are an industry professional (assuming it’s not the writing industry,) the chances are that poor writing abilities could be the reason why your content creation is below par. Poor writing abilities can constitute anything from the lack of readability, an inherent lack of creativity to poor grammatical and semantic abilities.
As mentioned earlier, for content creation, you only need two things: An active internet connection and writing abilities. Both of these are indispensable. Good writing can make even a mediocre content look decent. But not even the best subject matter can help a poorly written blog.
The good news is: Writing is an ability that you can cultivate.
How to fix it
The good news is: Writing is an ability that you can cultivate. No one is a gifted writer. At least when it comes to blogging. The bad news: It will take time.
Years and years of mistakes; Years and years of practice. There no other ways. No simple hacks. No shortcuts.
Make sure that you read quality material every day. Blogs by the best, as mentioned earlier, can be a good starting point. Carefully deconstruct what is it about their writing that you love so much. Then implement what you learned into your own writing.
RELATED: How Native Can Get More Creative
Becoming a better writer is a never-ending process. You have to read every day; whether it is great blogs or classic books. And you have to continue writing.
One final tip: Treat it as a part of your routine. Don’t wait for inspiration to come. Just place one word after another, and keep doing it for the rest of your life. Somewhere in the process, your words will connect with your readers, and then, success will only be a matter of time.
Their faux assumption is – that the more you create, the better it is for your website or services.
You focus on quantity
The fact that there is so much of content around is because people are creating more and more content on a daily basis. In that case, their faux assumption is – that the more you create, the better it is for your website or services.
The audience doesn’t seem to think so. Harvard Business Review (HBR) does not create tons of content on a daily basis. They create less (relatively), but they create it with utmost perfection. Which reflects in their rankings. And not just HBR, pick up any of the highest ranking websites on the internet, and you will get the same picture.
Now check out mediocre or lower ranked websites and you will see a plethora of content available, by way of guest posts or otherwise. This goes to prove that quantity does not equal higher rankings. Although more quantity is always better (for the businessmen and the world in general,) they cannot be done at the cost of compromising on the quality.
How to fix it
Shift your focus. Work on delivering quality at all times. Make valuable content a priority. If, by doing that, you can still come up with content in large quantities – well, good for you (and us!). Don’t preach. Address concerns of your customers and prospects. Find out the critical challenges faced by your customers and try to help them with your content.
Lack of Consistency
When you are looking to better the content for your website, you need to look at it from a comprehensive standpoint.
This means that not just a single blog – or a series of blogs have to above par, but the entire website has to match the standard set by the industry giants. If you keep jumping from one topic to another, without any logical correlation between the two, you need to rethink your approach.
An incoherent website is an instant turn-off for the readers. Jumping from one topic to another in your posts shows that you are not serious about what you have to say, and even if your content is excellent, the bigger picture gives out a negative perception.
Traffic gained through irrelevant content will not help you in any way.
How to fix it
Find your niche. Discover and clearly state what your specialty is, and create excellent content according to it. Don’t write about just any topic to get more traffic and engagement on the social media. Traffic gained through irrelevant content will not help you in any way. It will simply drain your resources without delivering any return on investment.
Following all of these tips is not an overnight process. It will take a good amount of rethinking in your approach and a lot of time and efforts in the rectification process. But in the end, I assure you that your complete content marketing efforts will prove fruitful. Who knows, I might benefit from your content one day. After All, this whole industry thrives through the give and take of knowledge.