Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Download the Playbook
Fill out the form to get your playbook
Thank you! You have been subscribed.
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The 3 Brutally Honest Reasons No One Is Reading Your Content

By Carly Stec

Carly Stec also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

The 3 Brutally Honest Reasons No One Is Reading Your Content

shutterstock_140637889_miniAfter 2 cups of coffee, several careful revisions, and a trip or two to the thesaurus, you publish a post to your business blog. 

Nothing happens. 

You start feeling like you've got some small-sized mystery on your hands.

Where in the world is Carmen Sandiego your audience? What's keeping them from flocking to your post like you had anticipated? There's got to be something you're missing. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022
Truth be told, gussying up your sentences with 10-dollar words from the thesaurus isn't enough to conceal the fact that you don't even know who you're writing for.

That's right. I said it. You don't know your audience

As if that's not shocking enough, not knowing your audience is just your first problem. If you're struggling to drive traffic to your business' content, it's likely that there's more where that came from. Allow me to help you see it through. 

You're writing selfish content 

A lot of times businesses without defined buyer personas lose sight of who they are creating content for. As a result, their focus leans more towards what they want to tell their audience, rather than what their audience actually wants to hear. 

When I sit down to write a blog post, I don't think to myself, "Hmm, what do I feel like writing about today?" but rather, "What can I write today that will help Maggie the Marketer do her job better?"

Last fall I went to go see a concert for a musician who was fairly new to the industry. Needless to say, his opening act was even newer to the industry.

Aware that it was his job to get the crowd warmed up for the show, he chose not to bore everyone with the latest from his new album that no one had ever heard. Instead, he covered a bunch of popular hits, while playing originals in moderation. 

Essentially, he understood what his audience wanted to hear (or didn't want to hear for that matter) and adjusted his performance accordingly. As a result, he won everyone over. 

My point being, adjusting your content to suit the needs of the right audience can mean the difference between a sale lost and a sale closed. It's how you capture people's attention and hold their interest. It's how you build a community. 

Your distribution strategy is misguided 

If you publish a tweet, and your audience isn't on Twitter, did you really even tweet?

Seriously, think about it. If you're tweeting for the sake of tweeting with no regard for whether or not your audience is even active on social media, who are you reaching? Better question, who are you even following?

In order for social media to turn up measurable results for your business, you need to employ a strategy that makes sense. 

Before you post anything it's important that you are able to identifying exactly where your ideal customers are hanging out online, as well as where they're going to retrieve information. If it's not Twitter, it's time that you readjust your efforts elsewhere.

Once you know which platforms to prioritize, it's much easier to encourage qualified prospects to respond to your content.

Let's take my mom for example. Whenever I'm trying to get a hold of her, I don't text her, I call her. 

This isn't because she's the slowest texter known to man kind (which she is), it's because I know that the telephone is her preferred method of communication. It's the best way to reach her. If I text her, I might not get an answer, but if I call her, I will.

The same can be said for your potential customers. Sure you can try to reach them with content on X but if they're regularly turning to Y for information, you're not going to see the results you're aiming for. 

You're a copycat

Carrying out marketing initiatives without buyer personas in place is much like driving without a map (or should I say GPS.) You're not sure where you're going. You're making decisions to turn left and right all willy-nilly. For all you know, you're driving in circles. 

Who's to say your competitor's aren't doing the same? Maybe they're more successful than you, but then again, you don't know the reason for their success. You could copy them, but what if it steers you even further off track?

You might be thinking, shouldn't my buyer personas be the same as those of my competitors? We offer the same product or service. 

No matter how similar your businesses are, buyer personas are about attracting the people that you're going to be able to deliver the best results for. This means that you should be basing your personas off of the people you know you've done well for in the past.

This audience is unique to your business. When it comes to creating content, these are the people you need to keep in the forefront. 

The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Published on September 26, 2014

Recent Articles

15 B2B Content Marketing Examples That Crush The Competition
June 23, 2022 • 11 min read
The Best Sales Enablement Tools for Your Team in 2022
June 13, 2022 • 7 min read
64 Content Marketing Statistics To Supercharge Your Strategy [Updated for 2022]
June 4, 2022 • 9 min read
7 Simple Steps To Create an Effective Content Marketing Process
May 26, 2022 • 13 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
How To Create a YouTube Channel for Business (+ 9 Brands Leading the Way)
April 25, 2022 • 9 min read
SaaS Inbound Marketing: How to Get Started With Your Strategy (+ Examples)
April 16, 2022 • 9 min read
Why Your Content Marketing Needs Storytelling (and 3 Frameworks to Help)
April 12, 2022 • 6 min read
Inbound Marketing for Home Improvement: A DIY Strategy To Bring in New Customers
April 9, 2022 • 10 min read
15 Powerful Content Marketing Examples To Inspire Your Next Campaign
March 24, 2022 • 12 min read
What Short-Term Wins Can We Expect With They Ask, You Answer?
March 15, 2022 • 6 min read
19 Business Blog Topics Your Audience Wants You To Write About
March 14, 2022 • 12 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Best Marketing Courses on Udemy
February 25, 2022 • 8 min read
9 Essential Content Manager Duties You Need To Hire For
February 21, 2022 • 7 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
Inbound Marketing for Manufacturers
February 4, 2022 • 12 min read
Content Marketing Benefits: What You're Missing Out On In 2022
February 3, 2022 • 8 min read
How To Choose Content Marketing Topics
January 31, 2022 • 12 min read
Inbound Marketing for Healthcare (+ Examples)
January 28, 2022 • 11 min read
The Big 5: How to Write Great “Problems” Content
January 27, 2022 • 6 min read
11 Common Business Blogging Mistakes To Avoid At All Costs
January 25, 2022 • 11 min read
Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read