So you've been putting content out there, but it's not getting the traction you hoped for. You're not alone—many brands struggle to see results from their content marketing efforts. Here are some common reasons why your content might be falling flat, and what you can do about it.
Undefined Audience
If you don’t know who you’re speaking to, neither does your audience. Without a clear understanding of who you're trying to reach, your content is likely too broad, missing the mark on what matters most to your ideal clients. Take the time to define your audience. Are you talking to compliance officers, tech leaders, or chief risk officers? Narrow it down, and tailor your content to their specific needs and pain points.
Weak Positioning
Your content should highlight why you're different and why that matters to your audience. If you're sounding like every other vendor out there, your message gets lost. Strong positioning is about clearly communicating what sets you apart—whether it's your expertise, your approach, or the specific problems you solve. Many firms are building tools, not products. You need to know why potential clients people need your product and what problem it solves. AI isn't a product (yet), it's a tool. It needs to be applied to solve a specific need to drive buyer intent. This starts at the product and then makes its way into your content. Make sure your audience knows why they should choose you.
Unclear Messaging
Confusing or unclear messaging makes it hard for your audience to see how you can help them. Keep your message simple and direct. What problems do you solve? How can you make their life easier? Avoid jargon or unnecessary detail—focus on what really matters to them.
Commodity Content
If your content looks and feels like everyone else's, it's going to be treated like everyone else's. Repeating what others are saying without adding your unique perspective turns your content into a commodity. Don’t be afraid to have a point of view. Share your unique insights, your experiences, and what you’ve learned in the industry. That's how you stand out.
Bad Copywriting
The best ideas can be lost if the writing doesn’t do them justice. Weak headlines, poor structure, or overly complex language can all turn potential readers away. Good copywriting is clear, engaging, and speaks directly to your audience's needs. Spend time crafting strong headlines and making your content easy to read and understand.
Inconsistent Content Plan
Inconsistency kills momentum. If you’re not publishing regularly, your audience will forget about you. Developing a consistent content plan ensures you’re always in front of your audience, keeping your brand top of mind. Start with a schedule you can realistically keep up with—even if it's just one blog post or LinkedIn article a month—and grow from there