Why No One Is Reading Your Marketing Content

Digital marketing is the most difficult type of marketing. You need to have a flexible budget and a strong message if you want consumers to remember you. If you have not been able to capture the attention of your target audience, you need to stick to a more targeted approach. Keep in mind, digital activity is tracked so even if you manage to lure in potential customers, your competitors will know this and can use the same strategy to retarget those customers with competing offers. This is one of the reasons why brands have turned to content. Here are some questions that will help you upgrade your strategy:

Why Do You Need Content?

Traditional marketing drains resources and takes up a lot of time and research. Curating content is not expensive and can help you target double the target audience, so there’s your number one reason why you should switch from traditional marketing to content marketing. The digital world allows brands to connect with their customers in a way that wasn’t possible a couple of years ago. This opens up exciting new opportunities and increases engagement.

What Value Do You Offer?

Content offers its consumers resources and expertise. This not only grabs their attention but also helps build a healthy relationship. Hence, you need to be clear on what value you are offering your customers. This is the first aspect of a content strategy.

What’s Your Anchor?

What’s your anchor? For a successful content strategy, you need to anchor a strong concept. As your company grows, your initial goals may change. While this may be for your own good but at times, it may take you on to the wrong track. If your customers like you, they will want to come back for the same experience. This is why it is necessary to be consistent. Discover what holds their attention and then make it your anchor.


Source: https://hbr.org/2015/12/why-no-one-is-reading-your-white-paper