Content marketing is beginning to take shape in Kenya and it’s turning out to be an effective way of reaching potential customers. Tech-savvy firms have already jumped on this bandwagon and are using it to promote their business.
Through creating content on websites, the main goal becomes to attract visitors and turn them into customers. A lot goes into the creation and design of a website which is why you should get maximum return for your efforts.
This is why content creation and marketing is efficient for ROI. Research shows that those who prioritize on content creation reap maximum ROI.
That said, it can be frustrating when your website is not getting you the results that you want to see. When you calculate your blog ROI and the results are disappointing, it may be time to look at what you are doing wrong.
Here are reasons why most websites don’t generate the needed ROI.
1. You are not doing enough promotion
One of the major reasons why you may not be getting a return on your investment (ROI), lies in how well you are promoting your content.
Just sharing your content on social media and your blog isn’t enough to reach the number of people you want and generate leads.
Ask your friends, co-workers, and anyone else you know to share. Ask key industry players to share your content as well. This way you create a wide network of readers and then you can focus on turning them into subscribers.
Place a blog subscription button strategically on your website to allow users to subscribe easily. Create a catchy call to action that will make them click and subscribe.
2. Your content is not optimized for search
As a digital marketer, when we create content, we optimize it not just for search engines but for people as well. At the end of the day, you have to remember that it’s the real people who are reading your content.
I am sure that one of the reasons you have a blog is to attract potential sales leads. For this reason, you must ensure that you appear on the first page of search results.
If you don’t pay attention to SEO, chances are that no one will ever find your articles. And what is the use having very perfectly written articles that no one will read?
Focus on the specific keywords that visitors use to search for articles like yours. Optimize all articles you write to rank high on search engines.
Disclaimer; You may not rank today because it takes time for search engines to crawl websites. However, keep doing SEO and you will finally rank for your specific keywords.
3. Your content is not pleasing
Content that is aesthetically pleasing get the most reads. Avoid creating blocks of content and expecting it to be read.
Instead, break your content with images or pointers. This will make your content more pleasing and encourage those who visit your website to read.
Ensure always that your bounce rate is kept on the minimum.
Pay also attention to your tone of writing. Who are you writing for? Is it for an easy audience or a conservative one? Basically, your audience dictates the tone of your writing.
4. You don’t have a call to action
Why do we do content marketing? Simple! To create content that attracts potential leads that we can turn into conversions.
If all you do succeed in getting readers to your website but have nothing that encourages them to take the next step, your content marketing is failing and your ROI is the one that will suffer.
Go out of your way to provide to your readers a simple call to action like providing their contact information so that you can start pursuing potential leads.
For instance, one way you can do this is to encourage them to subscribe, download an e-book related to the topic by providing their email address, share on social media or leave a comment on the article.
5. You are using too many channels for promotion
One of the mistakes that most content creators make is trying to promote content everywhere.
You create a good article and you want to promote it on all media from Facebook, Twitter, LinkedIn, Instagram, Pinterest, Reddit and almost every social media channel out there.
Great content marketers choose to concentrate on a few or even three social media channels. Why?
Audiences on each social channel are different and what may work miracles on Facebook may turn out to be a complete disaster on Twitter.
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Content marketing is gaining popularity and companies are using it to pursue leads. This is why you need to always stay ahead of the competition. When creating your content, keep in mind that you are doing it to increase readership and increase conversions. This way you generate content that will help you reap maximum ROI.