So you’ve already got your dashing content all prepped to be released for your viewers to read. All there is to do is to post it on your website and social platforms and voila! Your content will soon get promising leads and traffic — or so you thought.
Instead of that viral content, you’ve got zero engagements. No leads, no traffic. Your content still waiting to be clicked but no one’s clicking. No shares. No likes. Not even an emoji. Simply, nobody talks about it.
This has got to be one of the most common questions that everyone engaging in content marketing has.
Why is Nobody Engages on My Posts?
After all the time, brains, effort, and money you’ve put into producing your content, why does it not have any engagements. No ROI?
So, when this content flop happens, what would you have to do with it?
Fortunately, you can turn things around and change your tactics in creating engaging content that speaks relevance loud and clear.
Why is content marketing necessary in digital marketing?
When it comes to developing your brand in the market, content marketing has been proving its necessity in building up your brand with your audience. However, not all content marketing strategies may work for you. Like any other digital marketing strategy, it needs to be done correctly for your audience to care about what your brand is actually offering to them.
Regardless of what industry you’re brand or business belongs to, content marketing is an important component in any marketing strategy that’s bound to be successful. Content Marketing provides opportunities for brands and marketers to introduce their goods to a range of audiences in various ways. If this digital marketing strategy isn’t quite working for you, maybe it’s time to take a good at the content you are creating.
4 Reasons Why Nobody Engages in Your Content
If you find your content stuck in the zeroes when it comes to posting engagements, it might be because of these reasons:
1. You are probably aiming at the wrong audience.
Here’s a hard pill to swallow — if no one is engaging in your content, it’s probably because your content isn’t relevant to them. The thing is, not everyone is your audience. Even if you’re confident enough about how good your content is if your audience can’t quite build a connection to it or the kind of content you usually create isn’t something that interests you then, you’re probably in the wrong section of the market.
This is why you need to know who your audiences are. When you are offering a product, you must know who your target consumers are, who would likely give you the traffic that drives sales. For example, your brand offers make-up for ladies who are working adults, then you will have to offer content that would most likely interest working women like topics about beauty, health, or lifestyle for them to find relevance in your content. From there you can market your brand and introduce your products seamlessly.
Knowing the right audience will help you figure out what content people care about. Once you know what your audience wants, you will have an idea of what message you may need to convey, as well as the tone and voice for your brand that will appeal to your target audience. By knowing your audience, you will generally know where to focus the rest of your digital marketing strategies and can allocate the rest of your marketing budget to areas that need it.
Once you know where to position your brand and send your message across, it will help you create a persona in mind during the content creation process. When creating content, take your time and produce quality and valuable content and posts. Make sure to have it proofread before publishing to ensure that your content is easy for your audience to read. If writing content is not your forte, you may consider hiring a copywriter to write your content.
2. There’s no value in your content.
So, how do you know if your content is of value to your audience? Simple. They get something from it. Let’s say that some consumers have seen your post and decided to click on it. But then it hasn’t even been a minute that the user decides to exit your website after reading just a few lines on your article. On top of that, even a second was spent in liking your post on social media.
It’s probably one of these reasons — it’s either the user is just too lazy to read or maybe, it’s just that the user thinks he’s not gonna get something good from it. This is another hard pill to swallow, and what makes content creating difficult but challenging all at the same time.
Creating engaging content is always a challenge in content creation because you always have to keep your audience’s interest on top of your ideas. And it’s not that you can always ask them what they want to know each time you create content. It’s basically partly research and mostly guesses.
Sometimes, what you create is not always what they want to know or hear. However, this does not mean you should be slacking off in creating valuable content. Sometimes, it takes time for your content to be noticed and get the response it deserves, and who knows when someone needs the info you serve in your content. Therefore, you need to always stick to creating quality content that serves as valuable information for your audience. Also, remember that quality content is one critical ranking factor by search engines like Google. So if you want to rank in SERPs, producing quality content is the way to do it.
3. You’re probably using the wrong medium.
When we say content, it’s not just written the written ones like articles or blogs. Content can also be in the form of infographics, videos, podcasts, animations, webinars, emails, and more. Brands can be as creative as they can when producing their content.
The truth is if you stick on just one medium, your audience might lose fondness of your content. Whereas if you offer them a variety of ways to offer your content and showcase your brand, they will find it more interesting and will help your brand establish its consumer base. Once you try creating a mix of content for your brand, you’ll be able to know which medium gets more engagements.
Conduct research about the content-consumption habits of your audiences and how they usually like to interact and respond to the content of the other brands online.
4. Your content is nowhere where it can be found.
Maybe the reason why your content isn’t getting the engagement is that it’s not discoverable. Your intended audience just couldn’t find it. This is the last thing that you would want to happen for your content. Remember that before you get the engagement for your content, your audience needs to find your content first. Posting it on social media is somehow the easiest way to inform your audience base of your new content but the question here is, is it enough?
Digital marketers know that when it comes to content marketing, SEO plays a huge and critical role in getting your website discovered through your content. If it’s not where your potential and existing consumers are, you’ll never be going to have any engagements at all ending in no ROI.
If you aren’t reaching your content engagement goals even when you’ve already done something with your content, then maybe it’s time to rework your brand awareness methods and promote your content.
There are various ways on how you can promote your content to drive leads and traffic to your website in order to promote your brand. You can optimize organic search by establishing a tenable SEO strategy, get your content advertised via sponsored posts on Facebook, Twitter, Instagram, and other social media platforms, sharing your content to your email list, and more.
The goal here is for your content to be noticed by your potential and existing audiences.
If you want strong engagements, you need to create strong content.
Know your audience and create content that may be relevant to them. If you want them to engage in your posts, your posts must be therefore engaging, information savvy, something that can help them in their curiosity, and of course, discoverable. To do so, you need to spend time creating relevant content and offer messages that can get them interested and curious about your brand on what it can do and offer through quality content.