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Troubleshooting Your Content Marketing Campaign

by | Mar 12, 2014 | Content Marketing | 0 comments


Content marketing has been around for long enough now that many businesses have taken steps toward implementing a campaign; maybe you haven’t yet deployed a full, robust content strategy, but you may at least be utilizing Facebook and blogging to build awareness and engagement with your brand. Hopefully, those efforts are working the way you intended—but in the event that they’re not, don’t get discouraged. It doesn’t mean content marketing is ineffective; it just means your methods need to be tweaked.

Content Marketing Caveats

Troubleshooting your content marketing campaign is important, but before we get to that, let’s note a couple of caveats:

  1. If your campaign has only been going for a month or less, then you’re really not in a position to say whether content marketing is working for you or not; remember that results won’t come overnight. Stick with it!
  2. It is also worth noting that different companies define success by different measures. Hopefully, you’ve set some goals—to attract more leads, to boost traffic, or simply to boost visibility for your brand—and you’re measuring them. If not, then this is the first thing to do in troubleshooting your campaign: Set some clear goals and allow those goals to shape your marketing accordingly.

What’s Wrong With Your Content Marketing Campaign?

From there, if you’re still not seeing the kind of progress you’d like to see, consider some of the following potential explanations:

  • You’re using content marketing to simply advertise your products. This isn’t content marketing at all; content marketing is all about giving your brand some personality and some authority. If you’re doing a hard sell, then you’re not really doing content marketing properly.
  • You’re trying to do it all on your own, and it’s weighing you down. Content marketing is really a full-time job, and small business owners who try to do it all on their own may find that they’re wearing themselves too thin. Whether you enlist a company like Grammar Chic, Inc. or simply try to do more in terms of turning your followers and fans into brand ambassadors, it is crucial to get some help.
  • You’re casting too wide a net. The point of content marketing is to inform and to educate your audience, which means focusing on your own areas of business expertise. Once you move too far away from those areas, you’re going to find that your content is much less effective.
  • You’re engaging the wrong platforms. It may be that you’re using what is essentially a Facebook strategy on Instagram, or that you’re publishing your Twitter content to LinkedIn in a way that’s not really effective. If your content marketing isn’t working very well, it may be that you need to reevaluate the platforms you’re using.
  • You’re not invested in it. Content marketing really is an investment in your company’s future: If you’re not investing a decent amount of your budget into it, don’t be surprised it if turns out to be fruitless.
  • You’ve underestimated just how good your content needs to be. There are a lot of companies out there trying to do content marketing—and you need to have content that stands out as truly excellent.

This last point suggests just what a tough task lies before you—but there’s help to be had: To learn more about how the Grammar Chic team can offer content marketing assistance, please visit www.grammarchic.net or call 803-831-7444 today.