Many business owners and marketers often notice that the content they create doesn’t bring as many conversions as expected. Indeed, content can underperform significantly in many instances, but if this happens regularly, then there is probably an issue with your content and you need to check whether you see any of the most common reasons your readers aren’t turning into buyers.
#1 You Are Posting Whatever
The first issue with your content might be that you are posting whatever you want – which is a huge no. You can’t just decide to post whatever you want when you clearly have a target audience who you should be posting for. If they aren’t interested, then your content is bound to fail.
In addition to that, you can’t just be posting whatever amount of content you want. There should be a balance between quality and quantity (especially considering that quality must always come before quantity). Creating a lot of content won’t directly translate to more conversions.
#2 You Are Posting Whenever
Much like posting whatever, you may be posting whenever i.e. posting at any time when you feel like posting. This approach can be as bad as the aforementioned approach of valuing quantity over quality.
For your content to convert your readers into customers, you need to have a posting schedule which will help you post regularly and in certain amounts. This will create a steady stream of content you post so that you regularly reach a big number of readers who can potentially convert into customers.
#3 You Are Not Posting Enough
Speaking of having a posting schedule, another issue you might be encountering is that you are not posting enough. When you are not posting enough, you won’t be able to keep up a stable stream of traffic on your website or social media profiles which, in turn, means that you won’t have many conversions from your content.
If you are struggling to find topics to write about, do some research and look for topics similar to the ones you have previously created content on. For example, you can Google “pay for research paper” if you write content for students looking to write their research paper.
#4 You Are Trying to Sell with Your Posts
One thing every business owner and marketer should remember is that a sales pitch is not the same thing as an article. There is a fine line between the content you create for your website or blog and the content you create specifically for your ads.
Even when you want to promote your products or services through your content, you need to remember that there should be a balance in your content. You can’t just make everything sound as if you are trying to sell what you have – you must provide value to your audience first and foremost.
#5 You Don’t Know Who You Are Posting For
As mentioned earlier, writing for your target audience is one of the most important things when creating content. But how can you do this is you don’t even know who you are posting content for?
It’s a must to know who your target audience is, because if you are mistaken about it, you might end up writing for the wrong people who have next to know chances of turning into your customers.
#6 Your Voice Is Weak and Insincere
When creating content, it’s not only important to provide value to readers but also to establish yourself as an authoritative and knowledgeable figure in your industry or niche. This, however, can only be done when you have a strong and sincere voice.
As the professional writer Catherine Salmon from the content and essay writers site notes, “A strong voice can be very persuasive and can help you easily convert your readers into paying customers – something everyone business owner wants.”
#7 You Are Not Using Advertising
Though trying to sell your products or services in your content is not always the best idea, not having any ad campaigns is not a good thing either. In fact, you must be using ad campaigns to promote your content.
When you promote your website and specifically the content on it with the help of ads, you will be reaching even the people that you wouldn’t be able to reach with other techniques or on other platforms. In other words, ads can’t be substituted and shouldn’t be disregarded because they can aid your content tremendously.
#8 You Are Confusing Your Audience
When you as a content creator are confused about what you are doing with your content, you won’t be able to make anything clear to your audience either. Moreover, you might end up confuse your target potential buyers.
The confusion can come in many forms. In some cases, you may be intentionally or unintentionally contradicting your own words while in other cases, you might be using too much complex information or data. It’s crucial to avoid all kinds of confusion at all cost.
#9 You Are Posting Without Using SEO
SEO or search engine optimization is something that every marketer and every business owner knows about (or almost every). And yet, many content creators keep posting content without using SEO or while using it incorrectly.
What this means is that you need to be optimizing your content for search engines – from articles and blog posts to on-site optimization because all of these elements matter.
#10 You Don’t Have What They Want
Last but not least, you simply might not have what your target audience wants. Your readers could be looking for valuable information – and only for that. Many readers aren’t interested in purchasing any products or services.
On the other hand, your business might not have what they are looking for. Maybe your products are too expensive or they don’t fit the requirements your potential customers have made for themselves in their own minds. In any case, there is not much you can do if this is the issue other than looking for a different target audience or improving your products.
To sum up, it’s possible to improve your content and make it perform as well as it did before (or even take it to a completely different level). You just need to make sure that you aren’t making any obvious and common mistakes that would prevent your content from turning your readers into customers.