7 signs that your content marketing sucks


To begin with, what is content marketing and what should it be. We ask one who knows everything, Wikipedia.

Content marketing - a set of marketing techniques based on the creation and / or dissemination
of information useful to the consumer in order to gain trust and attract potential customers. 
Content marketing involves the preparation and dissemination of high-quality, relevant and valuable 
information, which is not advertising, but which indirectly convinces the audience to make the decision 
necessary to engage in the sale. The advantages of content marketing are that
it effectively attracts the attention of the audience, helps to gain trust and
unobtrusively promotes a product or service in the market.
In short, content marketing should primarily be useful, win an audience and attract
potential customers, and, last but not least, unobtrusively promote a product or service.

1. Buy, buy, well, buy the same …

The first sign that you have gone the wrong way is the presence of direct advertising of your products or services in content marketing.

Do not get me wrong, there is a place to advertise your products, and if more than 30% of your publications contain an advertising character, this is no longer content marketing.

When you publish a sales promotion video of your products or an article about why a customer should buy a particular product from you, don’t expect readers to shout “Uraaa” enthusiastically, like and repost.

Effective content marketing is built primarily on the basis of the needs of your audience, and not your needs to sell something.

First build a trusting relationship with your potential customers, and then move on to sales.

2. Ignoring the “Keywords”.

Key words

Keywords are an essential part of content marketing. After all, for it to work and bring results, it is necessary that your articles are read.

Keywords allow your content to appear in search results, so you get referrals to your blog and win readership.

Remember that if you don’t use keywords, your competitors will use them and they will take your customers right from under your nose.

Adding them will take no more than 5 minutes of your time, but in the future you will get customers.

3. Dry facts and no personalization.

Facts and statistics are important and interesting to readers, but if your content does not contain anything else, it is difficult to read it.

It’s really hard to add humor and personalization to the content at the initial stage of the funnel when the visitor first came to your site. But don’t give up.

We all love good humor. Write more from yourself, add a few jokes. Make your content more like a personal story than a review article containing only facts.

Content marketing appeared only due to the fact that we are moving from the “world of dry technologies” to the “world of handshakes”, where you need to be friends with customers. Customer service has become the number 1 factor when choosing who to purchase a product or service from.

4. You only speak, but do not listen to your customers.

“The first thing a company needs to do in order to get results from content marketing is to think about what customers want, what would be interesting to them and how can you provide it to them. In other words, content should be more a standalone product than part of marketing or advertising. ”Robert Rose, CSO, Institute for Content Marketing Marketers start by identifying the needs and wishes of their audience, and then move on to how to meet these needs and deliver useful content.”

If you think that you do not have time to visit thematic forums, commenting on articles of blogs dedicated to your topics and communicating with clients on social networks - you miss the point of building the right relationship with clients.

5. Do it all alone.

Content marketing is not the case when “if you want to do well - do it yourself.” No need to neglect outside help.

What help can this be:

  • Get your employees involved in content creation. Show them that their participation in the company’s content marketing strategy will bring them career growth and dividends.
  • Use third-party content and cases. There is nothing wrong with posting content of other companies on your blog, the main thing is to add your thoughts, statistics or facts to it and indicate the source.
  • Involve your social media subscribers in content creation. This is a great way to get loyalty, identify needs and learn to listen to your customers.
  • Outsourcing of large projects. Order some large-scale research articles or video content from professional companies. You will receive not only high-quality content from market experts but also an objective view on your product or service.

6. Lack of concentration on the main thing - on business.

Ask yourself only 2 questions:

  1. What do you want the client to do after reading your article or e-book?
  2. Does your content lead the customer to this targeted action?

If you create content just because it is easy, you will be disappointed with the results. Effective content marketing should contain 2 things:

  • Storytelling
  • Focus on keeping your storytelling aligned with your business goals.

One cannot exist without the other, otherwise you will not get the desired result.

7. Your leads are stuck in a sales funnel.

What happens after a potential customer leaves their contact information in exchange for useful content? Does he receive an email or does your manager call him? Or are his contact information just gathering dust in your customer base?

If you do not have a clear plan on how to conduct this customer throughout the sales funnel: from getting contact information to selling - your content marketing is useless.

An integral part of the problem may be that your sales team is not dedicated to the content marketing strategy. They make every effort to close the deal, while they don’t know all the intricacies of your business goals and plans, and sales suffer accordingly.

To solve this problem, you need to bring together your entire sales department and conduct them throughout the funnel, from visiting the site and receiving customer contacts to the first sale. This will help turn website visitors into buyers as efficiently as possible.


The popularity of content marketing is rapidly gaining momentum in the online business, so content marketing is growing in price.

Becoming successful in this area is becoming increasingly difficult and competitors are constantly breathing in the back.

But better late than never. Therefore, if you still have not launched content marketing for your business, now is the time to start.