If you’re a regular reader of this blog, chances are you’re pretty surprised to see a title like this flash across your screen. After all, most of the other content around here offers up some serious insight and facts into just how powerful article writing services can be when it comes to expanding your digital reach and influence.
However, the truth of the matter is that plenty of content marketers and brands fall flat on their faces when it comes to creating content that truly resonates with online viewers. With this in mind, let’s spend a few minutes talking about some of the main problems that can derail your article or blog efforts, as well as what you need to do to avoid these issues in the future.
The Improper Understanding of the Content Process
At the top of the list for explaining why content and article writing services fail, according to Greg Satell of Forbes magazine, is the misguided notion of what actually goes into developing these offerings. Essentially, Satell posits that most brands and marketers see this form of outreach as a ploy or gimmick, and not as a craft that continues to evolve and grow. Yes, strategy is important whenever you’re aiming to create something for your audience, but at the end of the day, if you’re not truly able to immerse yourself into the fine details – or work with someone who can – then it’s hard not to come off as a bland or formulaic.
Lacking a Meaningful Connection with the Audience
On top of lacking a passion to constantly improve and enhance the experience for the people on the other side of the screen, Satell also points out that overly emphasizing the concept of “emotional triggers” within your content can ensure that your brand never connects with its viewership on this level. Just like with meeting someone in person, trying to immediately wedge something overtly emotional into the discussion comes off as awkward and contrived. As you learn more about your audience, these moments will arise, but it’s important that you or your team of content experts give these opportunities the time needed to develop and occur naturally.
Not Giving Data Its Due
Speaking of learning more about your audience, there’s nothing worse than completely missing the mark with irrelevant content that fails to offer anything of value to these consumers. For this very reason, it’s imperative that data has a home in your content process. While having digital mountains of information on your audience can never completely shield your organization from falling flat on its face in the online world, having this asset in your corner does go a long way toward minimizing the threat of irrelevancy and providing you with a basis from which to generate and follow up on unique and engaging content topics.
Trying to Sell Something
The final flub that can lead to article writing services wiping out comes in the form of trying to sell your audience something. Of course, this reason probably flies in the face of everything you’ve ever assumed about content marketing and outreach in general on the web. However, as Inc. magazine’s John Boitnott explains in his look at why content marketing campaigns fail, the reality of the situation is that great content doesn’t come in the form of a sales pitch.
If you’re about to focus on creating a fun, informative, and engaging stable of offerings on your blog or site, then Boitnott goes on to note that the sales will naturally follow. However, should these selections read like thinly-veiled promos, don’t be surprised when dipping traffic numbers and lagging audience interaction becomes the norm.
For those of you who are guilty of some or all of these slip-ups, you don’t need to sound the alarm and dive into full panic mode just yet. Now that you’re caught up on the particulars of why some article writing services fail, you’ll have all the tools you need to ensure that the next time you reach out to a team of content professionals, they’ll get the job done in a way that truly strikes a chord with your digital audience.