5 reasons your website content sucks


June 15, 2018

Every website needs original content so it can grab the attention of incoming visitors, and because of this, you’ve built yourself a content strategy, thought about the subjects and started to publish blogs on your company website. But something’s wrong. You’re not generating enough leads. Want to know why? Because your content sucks. But we’re not talking about its quality. It is because it's rotten from its roots.

There are multiple reasons why your content strategy might not be working, but it's never too late to fix this problem or even better, consider these issues before doing them, so you can publish content that will be of interest to your buyer personas instead of answering your company’s needs.

1. You focus too much on your product

I know, showing how cool your product or service is should be your main goal, and to have someone for 15 minutes reading how useful your brand is must be great, but you’ve got to face the reality: there aren’t many who like to read about this willingly.

The goal of your content strategy should be to invite readers to reach your website through organic search, so you’ve got to appeal to their pain points and challenges, so you can create a legitimate interest in your content.

There are very few users who will visit your website to read a review about your products, services, or offerings, but while this must be present on your website, it shouldn’t be the focus of your strategy.

"What 96% of the users are looking for are industry leaders insight about the business along with useful and practical information about your area." (Demand Gen Report, 2016)

2. It doesn't address your buyer persona

Every week you publish a new piece of content of such quality it looks like a doctorate thesis. There are quotes everywhere with such a formal stile that even a king would be amazed, and mathematical arguments that are fit for a Nobel. But even so, your business isn’t generating enough leads. Why is this happening?

You’re not targeting your content to your buyer persona. Every business has an ideal Buyer Persona, to whom all your content efforts should be guided to. It should be advised that even before writing you research patterns your buyer personas follow, and that are repeated with all your current customers.

Don't settle jus with demographic data. Research what they’re looking for. What are their motivations, their needs, and what are the problems that they need to solve to grow?

With this information, start to develop your content strategy based on what this semi-fictitious person might search for in Google organically. 

3. It has nothing to do with the buyer journey

A content strategy, just like the name points out, is just one thing: a strategy. So, being properly planned is the base of its concept, but as stated by the Content Marketing Institute, only a 32% of B2B marketers have one.

Planning a content strategy doesn’t only mean you’ll be thinking about what to write or to whom, but also how you’ll move prospects through the different stages of their buyer journey. In the previous points, we’ve talked about how to approach the two different extremes: offering the product at the end or at the beginning during the attraction process, but content should be planned throughout the whole process.

Customers go through the phase of awareness, consideration and decision during their Buyer's Journey and differemt content should target and appeal to these groups. Otherwise you’ll be targeting only one and not only you’ll miss conversion, but also losing customers in the process, making your blogging efforts useless.

This step is very important to measure the blog’s success and to keep your visitors cycle active. To captivate a visitor who is in your website for the first time you must think about more types of content and new content offers to transform that one night stand into a customer that is delighted with your brand and service.

4. It's not authenic - it's a re-write of other blogs

The answer is simple. Why should users read your content if it is just a reprint of what they see everywhere else? Just taking information and making it your own by changing a couple words won't do. Not only because you'll miss having your own style and unique approach to the business, but also because Google will punish blogs that do this by decreasing their search results positioning.

"But isn't this what repurposing is all about?" you might ask. And no, repurposing isn't about taking what isn't yours and making it your own. It is about taking your own content and improving it to make a new one, transform it into a new form of media or even republish it with a different approach in order to appeal a recent trend or spike in searches. It is not about stealing.

Making your own content means writing about something after you've done research. You can quote these sources and maybe even write from your own experience, but make it your own. Don't steal other people's words.

5. It's not SEO friendly - Google doesn't like it

Let's imagine you've followed all the previous steps and developed a nice and clean strategy. But your content still isn't converting or attracting visitors into leads. Why is that? It might just happen that you're not reaching out to them. They just can't find you, even if you're right there.

Having a proper Search Engine Optimization could be the "make or break" factor in your blog. Having the right keywords, structure, titles, metadata, lenghts, safe links can improve the position that your website will appear in your prospect's organic searches, transforming you into a higher priority when he decides where to click.

At the end of the day, your content not sucking depends only on you. following these tips you’ll be able to develop a clear strategy so it can become one that brings leads and future clients, and maybe even promoters just by reading your blog.

Do you write and repurpose content for your blog? What dilemmas do you face?

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My name is Izzy and I am a co-founder of CRM Toolbox, an award-winning HubSpot Solutions Partner. I lead our team of consultants who provide professional guidance to help businesses implement the HubSpot CRM platform migrate, integrate their tech stack to HubSpot to create a seamless environment for sales reps to use. There is nothing I love more than solving the challenges that come up when someone wants to migrate an old system or integrate their tech stack with HubSpot - it's like a puzzle!

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