Skip to content

7 reasons why nobody reads your content and how to get their attention

Content, content, content.

It seems that content is the only thing we can talk about these days.

You've probably read post-article about how "content is king" at least a dozen times.

However, despite all your efforts, you can not see what the hype looks like.

You write blog posts.

You create videos.

You participate in social media.

And yet, locusts .

You create content but that does not take you very far.

Unfortunately, creating content is not enough to really market your business.

If no one is interested in what you produce, you simply lose time, energy and resources to clutter an already overcrowded site.

But that does not mean that content marketing is inefficient.

In fact, 20% of business owners believe that content marketing will have the biggest impact on their business in 2018.

If you do not get results from the content you create, it usually means that you are doing something wrong.

But with a projected growth rate of 16% between 2017 and 2021, content marketing is not something that we can hope to pass.

If you want to successfully market your business, you should research your errors, edit your content, and start generating conversions.

To help you improve your content marketing strategy, here are the seven biggest mistakes you could make – and what you can do to transform your results.

1. You do not have a strategy

Did you publish whatever you want, whenever you want?

Many traders do it.

In fact, only 37% of B2B marketers have a documented content marketing strategy.

This means that the majority of marketers do not think strategically about the content they create.

This allows your audience to easily ignore everything you share.

A content marketing strategy helps you identify what you want to accomplish with your content, as well as how you will use your content to achieve your business goals.

In other words, it forces you to put your intention behind your content.

Moz describes the content marketing strategy as the overlap between content marketing and content strategy.

<img src="" alt=" moz content marketing strategy "class =" full-size alignnone wp-image-37039 "/>

At this intersection, you can use the content you have created to bring your commercial projects to life.

If you operate without a content marketing strategy, this disconnection makes it difficult for your target audience to know what you want it to do.

However, when you create a plan, you put a goal behind your content.

Creating a content marketing plan does not have to be difficult.

In fact, the Content Marketing Institute explains how you can create an effective one-page plan by indicating your goals, objectives, metrics, and strategy.

Once done, you are ready to move to an editorial calendar.

Your editorial calendar should go hand in hand with the content marketing strategy you have created.

Here is an example of HubSpot's editorial calendar template.

<img src="" alt=" hubspot blog editorial calendar "class =" alignnone size-full wp-image-37040 "/>

This calendar breaks down exactly when you post your blog post, as well as the title name, content details, and keywords that you will target.

He also shares the characters you are trying to reach and what you are going to offer them.

This kind of thoughtful planning means that every content you download fits into the content marketing plan you have established.

There are dozens of ways to create an editorial calendar.

Quickbooks chooses to host its editorial calendar in Airtable – allowing a publisher to manage over 4,000 pieces of content.

<img src="" alt=" quickbooks content operations "class =" full-size alignnone wp-image-37041 "/>

Others, like Buffer, are turning to Trello.

<img src="" alt=" trello stamp blog posts "class =" full-size alignnone wp-image-37042 "/>

Personally, I love Asana.

But the tool is not the point. The best tool is ultimately the one you can use consistently.

2. You do not publish enough

When it comes to downloading content, quality beats the amount any day.

However, if you only post once a month, you will have trouble attracting attention.

Consistency is essential to building trust and credibility with your audience and search engines.

The idea is simple.

When you create other blogs, you generate more traffic to your website.

With more traffic, you can prove to Google that you have content that people want to read.

Once they understand that you share valuable information, they will boost your content on their results pages, which will bring even more traffic and attention.

However, it's easier said than done.

If you stuff your website with poor quality information that your audience ignores, regardless of the frequency of publication.

In fact, The Writing Cooperative found that blogs daily decreased their views compared to when they posted only six times a month.

In March 2017, prior to their publishing experience, The Writing Cooperative received about 14,000 views per month.

<img src="" alt=" middle stats "class =" full-size alignnone wp-image-37043 "/>

But once they started blogging every day, opinions began to dwindle.

<img src="" alt=" Average 12k views "class =" full-size alignnone wp-image-37044 "/>

The problem here is that they could not continue to create high quality content each day – and their readers have noticed.

The key to attracting attention through your content is finding the right balance between quality and quantity.

You also want to go beyond simple blog posts.

Although blogging is a great way to drive traffic to your website, it does not please everyone.

Everyone does not like read blog posts.

In fact, 53% of consumers said that they would like to see more videos in the future.

<img src="" alt=" What kind of content do people want "class =" full-size alignnone wp-image-36871 "/>

And as customers become more and more dependent on voice search and smart speakers, the blog is not always the most effective way to stream content.

When thinking about the frequency of publication, you should also consider what you publish.

Videos can be a great way to attract attention, divide complex topics in a way that is easier for your audience to understand or show your products.

For example, Red Bull uses YouTube to show extreme sports, events and competitions that it sponsors.


With over seven million subscribers to its channel, Red Bull has one of the most popular YouTube pages.

Infographics are another way to make your content more interesting for your audience, especially if you're showing large amounts of data or research.

In fact, more than 41% of marketers said that infographics were the most attractive form of visual content for their audience.

<img src="" alt=" Visuals in Content Marketing "class =" alignnone size-full wp-image-37045 "/>

This same ranking higher than the videos.

Infographics are incredibly popular because they are easy to browse and visual, making them ideal content for your customers and customers always busy.

You can also expand your reach and draw more attention to your content by producing podcasts.

Podcasts have gained popularity over the past two years, with around 67 million individuals listening to podcasts each month in 2017.

See also  Adopt a state of mind product manager to improve key performance indicators of 2018

Reallocating written content to a spoken language can help you reach customers who do not like to read – expand your audience to new people.

When trying to create different types of content, do not be afraid to be creative.

However, you still want to think about your target audience.

Concentrate on creating content that your audience will want to use.

3. You confuse the content with sales pitches

Your content may not sell .

Of course, the whole purpose of marketing is to create interest for your business and boost sales.

But you can not start a relationship with a potential prospect with a sales pitch.

Customers today do not like to be sold.

This is mainly because they do not have need to be sold.

With the Internet at your fingertips, customers are more likely to discover their options without the need to talk to a seller.

In fact, 60% of consumers will not contact a seller before having already created a shortlist of potential purchases.

<img src="" alt=" buyers want to connect with the sales "class =" full-size alignnone wp-image-37046 "/>

By the time they are ready to buy, they already know more or less what they are looking for.

This means that you must use your content to educate them – even before you have the opportunity to connect.

Your content must be specially formatted to meet the unique needs of your buyer at each stage of their journey.

Let's take a look at what this trip looks like

First, your prospect needs to be aware of your brand.

This means that you have to be entertaining, engaging or interesting enough to stand out from the heaps of information already on the web.

You can do it in the form of videos, fun blog posts, educational webinars, and engaging social posts.

Take a look at this GoPro Instagram post.

<img src="" alt=" instagram gopro "class =" align the size of the image wp-image-37047 "/>

This high-quality image attracts attention, prompting subscribers to stop scrolling and take note of it.

However, it also shows what the GoPro is capable of doing: increasing awareness of the brand and its products.

Then comes the consideration phase.

During the exam, your audience needs to better understand their problem, as well as the available solutions.

Content you might create for them might include videos or product comparison articles, case studies or podcasts.

Here is an example of an Instapage webinar that would draw customers into the consideration phase.

<img src="" alt=" webinar instapage "class =" full-size alignnone wp-image-37048 "/>

During this webinar, attendees will learn more about how Instapage and Marketo can help reduce their customer acquisition costs, helping them determine if it's the right solution for them. them.

This then leads to the next stage of the buyer's journey – the decision phase.

At this point your leader is ready to choose the product or service that suits him best.

You can encourage their decision with testimonials, product reviews and demonstration videos.

Codeacademy uses its Stories page to tell how past participants used their skills to change their lives or their careers.

<img src="" alt=" Video testimonial codecademy "class =" alignnone size-full wp-image-37049 "/>

These stories work the same way as the testimonials, allowing potential customers on the fence to buy to see how the decision has impacted the lives of other customers.

Raphael Paulin-Daigle of told ConversionXL, "A type of social proof that works again and again is testimonials, whether in video or written form, they have helped to increase the conversion rate of pages destination of the customers in all cases. "

If your customer decides to buy, he has finally reached the pleasure phase of the trip of the buyer.

Here they have already bought, but you want to use your content to encourage them to buy again.

You can do this with newsletters, training webinars or customer satisfaction surveys.

The Hubspot Academy is an example of content that reaches customers who have entered the pleasure phase of the journey of the buyer.

<img src="" alt=" hubspot academy learning resources "class =" alignnone size-full wp-image-37050 "/>

Offering training and certification, Hubspot stays in touch with its customers while providing content that can enhance their customer experience.

Note that none of these forms of content include a sales pitch.

Instead, at every stage of the process, the focus is on the customer and help him find the right solution to his problem.

When your audience will have the impression that you are helping them, they will be more inclined to interact with your content.

4. You do not know your audience

When you create content, do you know who you are coming from?

You probably think " customers ."

Unfortunately, trying to attract someone with a credit card is not going to give you great results.

With the massive amount of content and information on the Internet, customers can find content that speaks directly to them, no matter what niche it may confer.

To attract attention, you must find your audience and create content just for them .

When you focus your content, you can reduce your audience pool, but you build closer links.

This can help you see real growth in your content.

Let's take a look at how Modernweb has used a hyper-targeted content strategy to attract 10,000 visitors in just three weeks.

They started by defining their "who".

And they became specific.

They came to the conclusion that they would write for "technology executives at the corporate level."

While they had customers who owned startups and small businesses, they were not their ideal client. So, they were not an area of ​​interest.

Then they plunged into the understanding of the day-to-day pain points that these people experience.

Finally, depending on the audience and the pain points they established, they created a content plan that met those needs.

In this case, Modernweb decided to focus on sharing stories from companies that had recently moved from an older setting to a more recent setting.

They identified their audience, understood what they were fighting for, and then presented them with content that explained how similar people were dealing with the same problem.

In just three weeks, their web traffic has jumped significantly.

<img src="" alt=" Google Analytics removes "class =" full-size alignnone wp-image-37051 "/>

Just from knowing their audience, they were able to bring more unique visitors to their website and keep them engaged for an average of 9 minutes.

There are several ways to replicate Modernweb results.

First, create a buyer character.

A buyer walks you through who your ideal customer is.

Here is an example of ClearVoice.

<img src="" alt=" clearvoice female buyer "class =" full-size alignnone wp-image-37054 "/>

It breaks down exactly who they are, what problems they are experiencing, and what types of solutions they might be looking for.

You can go further in your buyer character to explain things like what they do each day, what kind of education level they have, or what they do. could do during their free time.

The more details you can get with your buyer character, the more you can target your content.

If you have a wide range of products or services, you can also create multiple characters.

For example, here is another example of ClearVoice.

<img src="" alt=" clearvoice male buyer character "class =" alignnone full-size wp-image-37053 "/>

Although John and Sandy have similar needs, they have different goals and challenges, which means that they will have to be targeted differently.

This can ensure that everyone in your audience is well represented.

Then, pay attention to what they do on the social.

Tracking your client's social activity can give you insight into the problems he's facing, the solutions he may want and the questions he may have.

You can then use this information to refine your content and ensure that you create something that is important to them.

Discover the questions they pose on traditional platforms like Facebook or Twitter, but also dive into question sites or forums like Quora and Reddit.

For example, if you are a personal finance firm looking for content ideas, the Personal Finance Reddit page can be a gold mine.

<img src="" alt=" personal finance reddit "class =" alignnone full-size wp-image-37055 "/>

Users keep asking themselves questions about debt repayment, how to invest appropriately or get advice on what to do when scams in credit matters.

Knowing the real-life challenges your audience faces can help you tweak and refine your content strategy to truly meet your needs.

These two pages can give you an excellent starting point for creating new content.

Finally, participate in conversations with your audience.

Get Involved in Twitter Cats or Facebook Groups where your audience is hanging out.

Find out how RivalIQ involves in a conversation with a participant during the #BufferChat.

<img src="" alt=" bufferchat with his rival IQ on twitter "class =" alignnone size-full wp-image-37056 "/>

Not only does this give them a good impression, but it also gives them insight into what potential customers may be facing.

As you become more conversant with the conversations you engage in, you can refine your message and topics to better meet their needs and preferences.

5. Your voice is not authentic

Customers want to buy from companies they believe they can trust.

In fact, the superior quality that customers are looking for in a brand is honesty, followed by friendliness and helpfulness.

<img src="" alt=" behaviors that consumers want brands "class =" alignnone size-full wp-image-36028 "/>

However, if it seems like you're just selling a character, they'll be reluctant to connect.

When creating your brand, it's necessary to know who your brand is and who your audience thinks your brand should be.

Consider this graph for a second.

Snarkiness is the last thing customers do when it comes to brands on social media.

However, when you look at brands like Wendy's and MoonPie, their attitude earns them hundreds of thousands of commitments.

So, what's going on here?

Wendy and MoonPie have made their character to be sarcastic, witty and sarcastic about the social.

That's who they are – and that's why it works.

They do not claim to have a fair attitude to attract attention.

This is a unique indicator of their content, allowing them to create a reputation that encourages customers to connect.

Check out this quote from Juntae Delane, founder of Digital Branding Institute.

<img src="" alt=" Content Marketing Predictions for 2018 "class =" alignnone size-full wp-image-37057 "/>

According to Juntae, the voice of a brand must go beyond the mere jargon of industry and bland business tones.

Instead, it must match the needs of the customer and provide a human element to the brand.

You can create the voice of your brand from the name of the buyer you have created.

Based on your buyer personality, familiarize yourself with the familiar language, tone, or expressions that your audience can use.

Find out how they talk on their own social media platforms.

Then, take a look at the competitors or other brands with which they engage.

Once you are familiar with the way they communicate, create a storyboard for your voice.

Think of your brand as a unique individual.

Describe what your brand likes, what it does not like, how it feels and how it wants to be perceived by others.

You will also want to dig deeper to consider larger ideas that might have no direct influence on your brand.

Today 's customers expect brands to be more than just a business.

For example, 65% of consumers believe that it is important that brands take a stand on social or political issues.

<img src="" alt=" How Important Is it for Trademarks to Take a Stand on Social and Political Issues "class =" alignnone size-full wp-image-37058 "/>

Take a look at the conversation that took place around Fox News presenter, Laura Ingraham, criticized by David Hogg, Parkland School Shooting Survivor and Arms Control Advocate fire.

David responded by calling all the Ingraham advertisers, asking them to bring their support to the show.

<img src="" alt=" David Hogg pressuring advertisers via Twitter "class =" alignnone size-full wp-image-37059 "/>

Within days, companies like Hulu, Bayer, and Nutrish had announced that they would remove advertisements from the Ingraham program.

After a few weeks, the program had lost 24 advertisers.

However, not all advertisers chose to separate.

Mike Lindell, founder of MyPillow, announced that he would leave his ads on the program.

By becoming involved in important conversations and debates, brands can sharpen their voices and make their opinions and beliefs better known.

While it's impossible to be prepared for all the types of obstacles or setbacks your brand may face, knowing where your brand stands in these situations can help you create consistent messages through your content.

6. You are not promoting

Remember when Beyonce released a surprise album without any marketing?

In three days she sold nearly 830,000 albums.

It was awesome.

However, if you try to use this tactic to promote your content, you are in a brutal awakening.

Unfortunately, you are not Beyonce.

And that means you have to promote.

Good content promotion is really the key to attracting attention to your content.

If you simply post links to your last blog on your Twitter account, you may be ignored.

Take a look at this Tweet from the Vic Maine user.

<img src="" alt=" vic maine tweet of poor quality "class =" alignnone size-full wp-image-37061 "/>

It's just a link, without context, hashtags, or other interesting information that might entice the reader to engage it.

So, it's not really surprising to see that he has not started conversations or has not had traction.

However, you can refine your promotion strategy to include email marketing, social networking, forums and influence marketing to improve your results.

First of all, let's look at social.

Companies have been promoting their social content for years.

However, the way you should promote and where you should promote is constantly evolving.

A single pass to the algorithm or network design (or even a negative message from an influencer) and all your promotional strategy could be turned upside down.

Take a look at Facebook, for example.

After changing their algorithm, many brands reported a decline in organic reach.

However, you can work around this algorithm change either by paying to promote your content or by creating content that your audience wants to interact with.

Take a look at this Buffer Breakdown created important signals that can influence your Facebook rankings.

<img src="" alt=" Classification of signals in the news flow classifications "class =" alignnone size-full wp-image-37062 "/>

As you can see, some of the most important factors of what is classified depend on how users interact with the publication.

This means that you want to focus more on creating content with which people want to interact, rather than strictly shocking content.

You should also make your content easier for your readers or viewers to share your content on their own.

Inside blog posts, including "Click to Tweet" bars or share buttons, you can encourage visitors to share the content with their friends or family, helping to improve your blog. hearing.

L'Institut de marketing de contenu utilise fréquemment les barres "Cliquer pour Tweet" pour que les lecteurs puissent partager plus facilement leur contenu.

<img src="" alt=" content marketing institute cliquez pour tweeter "class =" alignnone taille-full wp-image-37063 "/>

Vous pouvez également utiliser des approches marketing plus ciblées pour atteindre votre audience, telles que le marketing par e-mail.

Lorsque vous avez correctement segmenté vos listes de diffusion, vous pouvez partager votre contenu avec des personnes que vous connaissez déjà et qui sont intéressées par ce que vous partagez.

Jetez un oeil aux résultats trouvés par MailChimp pour les campagnes segmentées par groupes d'intérêt.

<img src="" alt=" campagnes mailchimp segmentées par groupes d'intérêts "class =" alignnone taille-full wp-image-37064 "/>

En envoyant un contenu spécifique aux membres de votre audience en fonction de leurs centres d'intérêt, vous pouvez considérablement améliorer les résultats de votre campagne.

7. Votre contenu n'est pas optimisé correctement

La promotion de votre contenu n'est qu'un aspect de la pièce.

Pour vraiment attirer l'attention sur ce que vous produisez, vous voulez que votre auditoire soit capable de trouver ce que vous créez.


Cela signifie qu'il doit être correctement optimisé.

Chaque contenu doit être conforme à votre stratégie de référencement plus importante.

Cela signifie aller au-delà de la simple création de contenu que votre public souhaite lire ou interagir avec.

Les mots clés doivent être pris en compte dans chaque élément de contenu que vous créez.

En trouvant des mots ou des phrases que votre auditoire recherche en ligne, vous pouvez augmenter vos chances de vous trouver.

L'outil de planification des mots clés d'AdWords vous permet de trouver de nouvelles opportunités de mots clés.

<img src="" alt=" fleurs en ligne planificateur de mots-clés "class =" alignnone taille-full wp-image-37065 "/>

Vous voulez trouver des mots-clés qui sont élevés dans les recherches mensuelles moyennes, mais peu en concurrence.

Ne devinez pas simplement ce que vous pensez que votre public veut.

Vous voulez également vous assurer que votre contenu est correctement formaté.

Vos titres et titre doivent être forts et capables de se suffire à eux-mêmes.

Selon CopyBlogger, 8 personnes sur 10 liront un titre – mais seulement 2 sur 10 liront le reste.

Cela signifie que vous devez créer des titres auxquels votre public ne peut pas résister.

Le CoSchedule Headline Analyzer est un outil que vous pouvez utiliser pour améliorer vos titres.

<img src="" alt=" Équilibre des mots dans les titres "class =" alignnone size-full wp-image-37066 "/>

L'outil analyse l'équilibre de votre mot pour vous donner une note globale de 100.

Il vous fournit également des informations sur la longueur, le sentiment et même les suppositions sur les mots clés que vous pensez cibler.

<img src="" alt=" Mots-clés et sentiments "class =" alignnone size-full wp-image-37067 "/>

Cela peut vous aider à tester la force de vos titres avant de poster, vous épargnant des problèmes et garantissant des résultats plus élevés.

Mais le contenu du blog n'est pas la seule chose à optimiser.

Vous voulez également vous assurer que vos vidéos, infographies et images sont optimisées de manière appropriée.

Pour optimiser vos vidéos sur YouTube, commencez avec un titre optimisé décrivant la vidéo et incluant le mot clé pour lequel vous essayez de vous classer.

Ce n'est pas trop différent de l'écriture de titres de blog.

Cependant, vous voulez également étiqueter vos vidéos de manière appropriée et écrire une description complète.

La description de votre vidéo permet à l'algorithme YouTube de savoir de quoi parle votre vidéo.

Consultez cette description d'une vidéo DottoTech.

<img src="" alt=" Description de la vidéo sur YouTube de dottotech "class =" alignnone size-full wp-image-37068 "/>

Il fournit un aperçu clair de ce qui sera présenté dans la vidéo, ainsi que des liens vers les applications dont il va parler.

Cela peut aider à améliorer son lien avec ces pages et lui donner l'opportunité de cibler davantage ses mots-clés.

Les images sont un autre domaine que vous voulez vous assurer d'être correctement optimisé.

Tout d'abord, assurez-vous que vous utilisez des images de haute qualité de la taille appropriée à l'endroit où elles sont placées.

Cela peut aider à améliorer le temps de chargement de votre page pour que les visiteurs restent heureux.

Vous pouvez utiliser un outil de compression pour modifier la taille de votre image sans nuire à la qualité.

Vous devez également placer le mot clé que vous essayez de cibler dans le nom du fichier.

Because Google can’t actually see what your image is, it’s your responsibility to tell them.

Use captions, alt text, and title text to give Google a better understanding of the image you’re sharing.


In today’s digital age, you can’t afford to create content that is easily ignored.

However, it takes time to craft messaging that your audience will want to engage with.

Keep these seven tips in mind the next time you create content.

What tips or tricks have you found that improve your content-creation process?

About the Author: Neil Patel is the cofounder of Neil Patel Digital.