We all have one thing in common as marketers: we have goals to achieve.
You could be looking for more social shares to increase your brand exposure, relevance, and reputation online. You want your social profiles to gain more visibility for increased social following.
Or, you want Google to recognize your brand as authoritative in your niche market and rank your web pages highly in search engine results.
We all want our content to generate more direct referral and organic traffic to your business website and more ROI. But, it's worrisome and frustrating when this doesn't happen. Why isn’t your content helping achieve any of those goals?
Barely anyone shares your content online. It’s realizing just a fraction of its maximum potential.
You can’t seem to figure out what’s wrong with your content. The only thing you might know for sure is that you’re missing out big time on the benefits of a successful content strategy.
Still asking yourself what’s wrong? Let's explore.
Related Article: Making the Invisible Visible: Content Marketing Amplification Tips
10 Reasons Why Your Audience Doesn’t Share Your Content
Here’s what’s wrong. Your content could just be, to simply put it, bad. But don't worry: it’s not a scary word if it’s something you can fix. Read on to find out what’s wrong to effectively correct your issues and craft great content so you can achieve your goals in no time.
1. Nothing Is New About Your Content
Your audience will only pay attention to your content if it offers them an improved version (new perspective) of an old concept or completely new information. A reconstitution or rehash of a previous post is unlikely to attract the attention of your audience.
Although most topics have been probably covered by the many content marketing companies saturating the market, put your creativity to use to come up with totally new ideas from existing ones. It's totally fine to "reinvent the wheel" - you're not recreating the wheel, but reinventing. This could be a new perspective with your insider expertise. These will get your audience interested and willing to share with their followers on social media platforms.
2. Your Content Production Volume Is Low and Irregular
Create content in high volume and consistency not just to grow your following, but also keep them engaged. Grow an audience that can help you generate leads and convert to make purchases and consistency will keep them coming back.
3. Your Headlines Are Not Strong Enough
Create powerful headlines for users to click on your links. According to an April Fool’s Day prank by NPR, your audience is more likely to pay attention to your posts and share your links even without reading the posts. Just like you spend so much time creating great content, you need to work on your headlines.
Your headlines should promote more activities, be descriptive and emotionally charged. They should be concise (five to 13 words long) and feature a minimum of one word based on action. This guide published on Forbes for online marketers can help you create powerful headlines with high abilities to convert.
The AMI Institute has an amazing Headline Analyzer tool I highly recommend.
I've seen better results on my content when I work on getting my headlines up to a 40 to 50 percent score on their analyzer.
Related Article: The Write Stuff: The What, Why and How of Content Marketing
4. Your Content Isn’t Readable
One of the best ways to produce readable content is by breaking up your content. Your paragraphs should feature one to three sentences each for ease of reading. Using numbering and bullet lists is also a great way of making your content readable. Make use of simple language and correct sentence phrases to make your content readable.
5. Your Content’s Length Doesn’t Align
Short pieces of content do not have the depth and flesh people need to pay attention to it. Extremely long content drains the energy users need to read your content. A middle ground content length of 1,000 to 1,500 words is highly recommended.
Expect your content to attract a large following and number of shares on social platforms with the right number of words in your content. However, with the current Google Panda update, what matters is content quality and authority; and longer is always better. Striking a balance in the length of your content is nevertheless important.
6. Your Content Is of No Use to Your Audience
Your prospects are more likely to share your content with their friends if they find it useful and practical. Other than creating content on how-to articles and tutorials, buying guides and information that can help users make informed decisions before making a purchase are also useful.
This is more so true in manufacturing industries where it’s not easy for you to produce content that can improve the life of an average customer. Find out if your content meets these 12 features of high-quality content to ascertain if it can attract the kind of attention you want for your brand.
7. You’re Focusing on Keywords Instead of Readers
Although keywords are important for you to be ranked and found by users making relevant search queries, they should not be your focus. Put more emphasis on producing quality, authoritative content with some value to give your users. The latest Google search algorithms focus on helping users find quality content written for them, instead of those focusing on keywords.
8. Your Content Has No Visuals
Increase the chances of your content being shared on social platforms by adding visual elements to it. At least one image or video embedded in your content is enough to attract your first level of audience to share your content. GIFs are a great way to add a smile (humor) and a level of interaction in your post.
Creating content in a visual format or adding visuals throughout your content is a perfect way of getting the right attention that will see you meet your initial content marketing goals. Studies reveal that readers are more likely to improve their memory and remember what they read by 65% when they are visually presented.
9. Your Content Is Flat and Boring
In addition to your content being practical, original, creative and of high quality, it needs to have an interesting factor. Your audience needs entertainment in the form of engagement, amusement, humor, an approach that is freestyle and hands-off, a distinct style or even a direct, open, honest and transparent conversation.
Create interesting content to keep your audience engaged and interested enough in your piece to share it.
Related Article: Outside the Box: Unique Ways to Get Noticed With Content Marketing
10. Your Target Demographics Is Just Wrong
As a brand, you need to target a specific audience with specific demographics to increase your chance of getting the attention you need.
Know your readers well because your audience wants to read content written specifically for them. Do your research and produce the kind of content your prospects want to read. Create great content for your online marketing campaigns and share them with your audience, expecting to see your following grow and goals get achieved.
With enough patience, consistency, and lessons from previous experiences, without being afraid to make changes, you should be on the path of your content gaining a large following and attention for your social sharing success.
As you create compelling content and experience growth, you can achieve greater marketing goals in no time. Your content will be shared more and a better ROI attained, as a consequence of your audience paying more attention to your brand and content.
And don't forget to rely on the right writing experts to craft the perfect online content for your brand. A copywriting agency can help.