5 Reasons Why Your Content Is Failing And What You Can Do About It

By: David Tile | Founder @ Article-Writing.co
Posted On: April 08, 2014
Do you remember those awful icebreakers that your teacher made you do when you were in middle school where you had to introduce yourself and say something interesting, such as a hobby or favorite food? It always made us feel incredibly awkward as we were put on the spot on the first day of school. Do you talk about your puppy? Maybe you like to draw. Or maybe you should ramble about the newest installment of Pokémon, hoping that someone in class felt the same way you did about Pikachu. Pika pika? When you hire blog writers, it can feel the same way. However, it doesn’t have to.
1. Find the Right Guest Blogger for You

  • Figure out who you are targeting
  • Find targets in your niche

Mackenzie Fogelson discusses these two steps in her article for The Moz Blog. “In order to determine the right guest-blogging opportunities, you’ve got to identify your target audience.” You need to identify your audience because they’re going to be the ones reading the blog. Therefore, you want to find someone who will discuss topics that interest your readers. This brings us to the second step. “Now that you’ve figured out who in general you want to target, you’ll want to actually find the specific people that you want to reach out to for guest-blogging opportunities.”

If you want to wax philosophically about Ash Ketchum and his constant attempts at “being the best, like no one ever was,” don’t go to a blog about Law and Order: SVU. However, you can potentially go to a blog that’s similar to your topic and find opportunities there. Maybe you find yourself on a blog about Digimon, another series where people can summon little critters to do their bidding. It’s not the same show, but it is the same genre.

2. Read Their Blog and Start a Conversation

Kristi Hines shared a blog post on KISSmetrics that goes into this second step. “Getting to know your target blog’s content is key. Sure you know they have content about the keyword you searched for while looking for guest post opportunities. But you need to know even more about that content.” This won’t be as awkward as that sixth grade icebreaker. This is because, after step one, you have found people who share a common interest. There is no second guessing if they like Pokémon, you know they do. So now comes that icebreaker. Instead of just flat out asking them to be a guest blogger, read their blog and start a conversation. Respond to something they post, or take advantage of social media and tweet, like, share or all of the above, which takes us into step number three:


3. When Asking About Guest Blogging, Remind Them Who You Are


The reason why you want to start a conversation beforehand is so that your potential guest blogger will now know who you are. When you send that message asking them about guest blogging, you’ll have the advantage of saying, “Remember me? We talked via [insert social media/blog here] about [insert topic].” Also, when sending that email, it’s best to be personal, yet professional. “As a blogger who receives daily guest post pitches, nothing turns me off of an email more than ones starting with Dear Sir or Madam, Dear Webmaster, To the owner of Kikolani.com, or simply Hi,” says Hines. In short, address the blogger by name. It may seem like a small thing to do, but it at least shows that you pay attention to their blog if you can say, “Hi Sarah,” instead of, “To whom it may


4. Don’t Pull Them out of Their Comfort Zone


This goes back to the first step of finding someone who fits your blog. Once you do find that perfect guest blogger, don’t make them talk about something they don’t want to. Don’t make your Pokémon blogging buddy talk about the final score during the Superbowl. That’s not to say that the guest blogger doesn’t watch football, but if their entire blog is splattered with pokeballs, that’s the topic they’re going to want to discuss — unless they tell you otherwise.

5. Show Them Love


Harsh Agrawal says it best in his post on ShoutMELoud: love, love and love. “When people guest post on your blog give them as much love as possible. That could be in terms of traffic, exposure or brand awareness.” It’s important to remember that guest bloggers are people, just like you, and just like you they have their own lives to live. The fact that they’ve taken time out to post on your blog deserves some appreciation. This will also establish a good relationship between the two of you and gives you a contact you can use later.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.