The 4 Ways to Fix Your Broken Content Marketing

As more and more (and more) content is created, the performance of the average piece of content is plummeting. There is no shortage of content about content marketing, either. Yet, when content doesn’t work, many marketers are perplexed. Perhaps they’ve been lulled into a false sense of, “If I write it, they will come?” Or maybe most content marketers simply don’t have a background in testing and optimization? (Fun fact: That’s why this company and site are called “Convince & Convert.” My plan was originally to make this a conversion rate optimization consultancy, as we did a lot of that at my prior firm, Mighty Interactive.) Certainly, the specific changes you can make to improve the performance of your content marketing are nearly limitless. But realistically, all of them fall into one of these, the 4 Ways To Fix Broken Content Marketing. Fix Your Content Marketing Topic You are competing against EVERYTHING with your content, not just your competitors. Content is consumed as a mixture of personal and commercial updates, like an information smoothie that combines Trump, each and every Kardashian, reminders from Mom, and whatever you’re trying to tell your customers. It’s daunting. If your content isn’t working, maybe what you’re creating content ABOUT is off-base? Remember, if your content solely talks about your company, its products, and the corresponding features and benefits, you don’t really have a content marketing initiative; you have an episodic brochure. Kim Kardashian was robbed of all of her jewels. Your bullshit blog post about your new product doesn’t stand a chance. Ultimately you have two paths for your content marketing topics, and you should pursue both. First, make SURE you create content that addresses known or inferred customer questions. If you don’t have—by far—the best FAQ in your industry, you’re forgetting the […]