The past few years have been hectic for businesses. The harsh economic realities coupled with the pandemic have changed consumers’ reality. E-commerce’s explosive growth, constantly changing trends, and a plethora of options have drastically altered customers’ buying choices. Now more than ever, businesses need their marketing team firing on all cylinders.
You want clients to have a strong perception of your brand and a defined marketing plan to bring in leads. And so you fine-tune your funnel, churn out content for the different buyer’s journeys, and position yourself in front of your target audience. But the results aren’t forthcoming because you’re not generating enough web traffic. This isn’t uncommon, as 27 percent of marketers from a survey identified this as one of the biggest challenges this year.
Quality First
New data privacy changes by tech giants are making it more difficult for small businesses to take advantage of online advertising to generate traffic. Businesses will now have less control over who sees advertisements and are inclined to focus more on first-party data.
Beyond the impact of new data policies, marketing professionals are also struggling to create enough demand for their content. To solve these challenges, marketing professionals must focus on creating high-quality content.
It is not enough to create content. You must decipher if the content is what your audience wants. If you’ve doubled down on this and organic traffic hasn’t increased, you might need to take a deeper look at your content strategy. Here are common content strategy mistakes that kill website traffic.
Not Adopting a Strategic Approach
It is not enough to post company updates and random images online. There must be a carefully thought out plan to help improve brand loyalty. A content strategy will help focus your marketing efforts—understanding your target audience, where to find them, and the goals to achieve. Understanding your goal will aid consistency, improve content quality, save time, and grow your brand.
In as much as your audience expects to hear from you at a timely interval, you don’t want to sound disconnected and post irrelevant content. This is where you want to do proper content analysis. Does your content carry the value your audience needs? Is your topic choice speaking to their needs and pain points?
It would be best if you did topic and competitor research to get an excellent result with your content. You want to know what your competitors are doing and the right keywords to use to get the attention of your target audience. Doing all these on different websites can be cumbersome, but a content explorer helps streamline your work process. For more on how a content explorer can help build a strategic approach, check out Ahrefs Tool Guide: Using Content Explorer for E-commerce.
Specificity is Key
There are tons of content out there, and there’d be even more jostling for people’s attention. You want to put out unique, valuable, and specific content that addresses the pain point of readers. Unique content improves engagement and shows your audience you understand them. It positions you as a thought leader, increases web traffic, and positions you as the go-to person to solve their needs.
Why Quality Matters
With digital marketing, quality always outperforms quantity. Avoid the urge to content bomb your audience, or you end up looking needy and annoying. Rather than being in their face now and again, be a reliable brand that provides value.
To create quality content, you must understand why your consumers connect with you. Leave a positive impression by creating conversations with anecdotes and questions. Use a content scheduler to put out content at specific intervals. You also want to ensure that the user experience on your platforms is flawless to increase customer engagement.
Failing to Update Your Blog Regularly
With time, SEO best practices change. A blog post written a while back might be missing important tricks that could give it a new burst of life. Updating your posts helps increase traffic and attracts new visitors.
Remember, search engines are designed to give the most relevant information to their audience. Google takes this seriously and has indicated this through its freshness factor algorithm. Old contents are moved down the pecking order. Updated content helps boost rankings and further personalize your relationship with your readers.
Not Tracking Results and Adjusting Accordingly
It’s too huge a risk not to measure and analyze the results of your content effort. How do you know what works and resonates with your audience? Web analytics helps you measure important metrics like traffic and the website’s bounce rate. Also, it helps identify marketing gaps and track buyers’ journeys.
Web analytic tools help you track your marketing campaigns and see areas of shortcoming. You can use tools like Google Analytics, Adobe Analytics, Kissmetrics, SEMrush, and HubSpot to track results.
Strategy That Actually Works
Always remember that your audience should be at the center of your strategy. It is not enough to correct these mistakes. It is important to review your content strategy periodically to be sure you’re still on track. Ensure to document your strategy so the team can have easy access and a blueprint for implementation.
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