In our “Questions From The Client” series, we shine a light on one of the more common questions we hear from our current and future SocialToaster clients. Today’s Question: Help! I’m publishing content for my small business, but nobody’s engaging with it. What should I do?
Ouch! This has to be one of the most common questions we hear from our SocialToaster client base and prospects. Heck, we occasionally run into this issue ourselves behind the scenes at SocialToaster. You invest time, energy, and, most importantly, money into producing content, only to see zilch for your efforts, no engagement, no customers, and no ROI. So, when this happens, what do you do? How do you pivot?
Keep reading for our advice on what to do when no one is engaging with your content.
The Importance of Content Marketing
Before we dive into specific tactics, let’s address the elephant in the room. If your content marketing isn’t being engaged with, most likely (95% of the time), it’s because of the content. Not because “Content Marketing doesn’t work for me.”
Regardless of what industry you’re in, content marketing is a critical component of a successful marketing strategy. According to the Content Marketing Institute:
- 91% of B2B marketers use content marketing
- 86% of B2C marketers think content marketing is a key strategy
- 72% of marketers say content marketing has increased their lead count
The truth is, content marketing is working for thousands of businesses over a range of industries. If it’s not working for you, it’s time to take a look at the type of content you’re creating.
4 Reasons Why People Aren’t Engaging With Your Content
It’s Not Aimed At The Right Audience
Often, one of the main reasons why no one is engaging with a piece of content is because the individual doesn’t think that it is relevant to them. If your content is regularly being ignored, it may be because you aren’t connecting to the right audience.
To help keep your audience top-of-mind during your content creation process, we recommend writing for specific personas. Group your target audience into distinct “buckets” that all share a commonality. These are your personas and represent the specific audiences you want to engage with a specific piece of content. Every piece of content you create should have a persona in mind.
Here’s what this looks like in action.
Let’s say that you’re a small business with a typical audience of women, age 33 to 55, within a certain metro. While this audience description may work for some of your marketing tactics, it may be too vague to support your content marketing needs.
Instead, you want to subdivide this broader audience into distinct personas (depending on your business). For example:
- Young mothers who are raising their first child
- Busy female executives
As you can see, these are very distinct audiences, but they all fall within the broader audience described above.
While there is no “right” number of personas, we recommend targeting between 4 to 6 depending on budget. Don’t feel like you have to account for every type of customer you have. Instead, focus on trying to capture the personas of 80-85% of your customer base.
It’s Not Providing Value
Another reason people aren’t engaging with your content: they aren’t finding any value in it.
Value can be described in a number of different ways. However, valuable content tends to be categorized as:
In other words, valuable content tends to be content that sparks an emotional response from your audience.
So, how can you better ensure your content is valuable? Instead of trying to write each piece of content for a generalized audience, create content with the needs of your specific personas in mind.
For each persona you develop, be sure to also identify their pain points, needs, fears, aspirations, and inspirations. Then create content that provides insight/value into one of those specific areas. Give the personas what they want.
It’s Not The Right Medium
Content marketing is not blog marketing. Not every piece of content you create should be a blog post.
Because not everyone likes reading blog posts. We know. We’re disappointed too.
The truth is, different consumers are more partial to varying types of content.
- Email Series
Take a look at the content-consumption habits of your personas. How are they choosing to interact with other brands online? What content are they responding too?
Then be sure you mix in that content media into your overarching publishing strategy.
It’s Not Discoverable
One last reason why you’re content is being engaged with? Maybe your intended audience can’t find it.
As a general rule, before someone engages with your content, they first have to be made aware of your content. If you aren’t hitting your content engagement goals, that could be a sign that you need to rework your awareness efforts.
You have to promote your content.
Most brands promote their content through a variety of efforts, including:
- Organic Search (SEO): Making sure their content is optimized for search engines
- Paid Social Media: Sponsored posts on LinkedIn, Facebook, Twitter, etc.
- 3rd Party Paid Media: Sponsoring your content through a paid third party service
- Email: Sharing your content to your email list
- Advocacy Marketing: Leveraging the social sharing power of your top fans to share your content onto their personal social media profiles
Quick Note: If you’re curious about that last point, advocacy marketing, check out this page right here.
Strong Engagement Starts With Strong Content
If you see lackluster content engagement rates, it’s time to pivot. Don’t target your entire audience base with every piece of content. Going too broad with your intended audience will leave your content feeling irrelevant and water-downed. Strong engagement starts with strong content. Strong content is built to meet the specific needs, wants, and preferences of a specific persona.
Curious about how advocacy marketing can help amplify your content? Our team of content amplifying experts can work with you to create and launch an advocacy marketing program specific to your organization. Schedule a demo today to get started or give us a call at 855.62.TOAST.