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July 28, 2014

What To Do When Your Content Marketing Consistently Flops

It’s the painful truth. Your content marketing is more likely to fail than it is to succeed.

As disappointing as that may be, developing content marketing is still a necessary part of your business’s success. But why is no one reading your content even when you pour your heart and soul into creating it?

When it comes to content marketing, an “If you build it, they will come” mentality doesn’t apply. Just because you put out something that you think is great doesn’t mean that it’s going to get you tons of page views and sales.

Because content marketing is more of an art than a science, there’s no precise formula for success. But there’s no need to get discouraged. These tips can help you get back on your feet after your content marketing flops:

- It’s about quality AND quantity. It’s impossible to establish yourself or your brand as a thought leader if you only have one great thought. The more awesome content you put out there, the more likely you are to develop a larger readership.

- Get above the noise with your message. If a tree falls in the forest when no one is around, does it still make a sound? Well if that tree is content marketing, it really doesn’t matter if no one is going to hear it anyway. The Content Marketing Forest is filled with countless trees all falling down at the same time. Figure out a way to get above that noise and make a different and bigger impact with your tree’s tumble.

- Remember that it’s not all about you. A hard sell has no place in content marketing. Stop talking about what your company does and start offering content that is relevant and useful to your potential customers’ lives.

- Develop a strategy that goes beyond the content. Again, this isn’t Field of Dreams. Putting content up on your blog just isn’t enough. You need to develop a solid content distribution plan that gets your stuff to the right audience.

- Learn from your mistakes. It’s easy to get caught up in content creation without ever stepping back to examine your success (or lack thereof). Pay attention to analytics and note what does and doesn’t work for your audience so you can adjust your strategy accordingly.

- Emulate content marketing geniuses. What content do you find yourself reading? Who dominates content marketing in your industry? Invest time in observing fantastic content and figuring out how to adapt successful tactics for yourself. But don’t mistake imitation for emulation. You won’t succeed if you don’t carve out a unique niche for your business.

- Don’t give up. Content marketing is tricky. You’re going to strike out frequently, but that’s okay. The most important thing is to keep producing content and use smart strategies to improve it as you go.

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