By Jeff Cheatham
It was a tough year for everyone, but looking back—is it possible you weren’t getting the traction you wanted not just because of the pandemic but also because your content is not resonating with your audience? Here are six signs that your messaging sucks. And how to rethink it for 2021.
If your marketing results weren’t what you expected, here are six possible reasons.
1. Your messaging doesn’t provide a solution
What problems do you solve for your clients? If you can’t find an easy way to work the answers into your content campaigns, your audience won’t find value in with your messages. Readers don’t come to your blog to read about how great you are, they seek solutions. Keep your focus on their challenges and communicate answers to their questions.
2. Your messaging lacks a clear-cut strategy
Strategic marketers use editorial calendars to plan the right time, the right place, and the right messages to put in front of the right consumers. If your content campaigns lack strategic direction, you’re probably wasting time and money that could be put to better use.
3. Your messaging is dated, false or misleading
Good content campaigns are current, and supported by data and statistics. Slipshod research and a lackadaisical approach produces the same in the content you’re attempting to push. Even Google has a feature that allows you to filter information by date. If you aren’t using it, you’re losing it. Literally and figuratively. All you need to do is wait for your results to appear, then click the “tools” button on the far right. It will display two pull down menus, where you can filter results by date and specifics. Use it to find the most recent information on your search topic.
4. Your messaging is inconsistent
Strategic content campaigns adhere to strict scheduling so that you put good content out on a consistent basis. Day in. And day out. Great messaging requires consistency.
5. Your messaging has no call to action
With a well-planned and executed content campaign, you are marketing to sell a conversation. Your sales team will have the conversation, but the marketing content is what motivates your audience to talk, text, or email. But you still have to ask them to contact you. A call to action, typically seen in the closing of your content piece, needs to invite consumers to get in touch with you to continue the conversation.
6. Your messaging is not search engine optimized
Your messaging must be search engine optimized (SEO). SEO means using targeted keywords that you know your target audience is searching for. Use headlines and subheadings that include these keywords so that your content is found in search queries. If you’re putting effort into creating good content, you want to be sure it’s found.
Is It Time for A Messaging Audit?
If you see yourself in any of the examples above, it’s time for a messaging audit. It should begin with an unflinching review of your efforts to date and include the analytical data that tells the real story—not the one you tell yourself. If your messaging sucks and you have no choice but to admit it, you’re just the type of business we can help.
It’s like this: If you need to rewire your residential electrical box, you wouldn’t hire your unemployed brother-in-law who once successfully changed out the bulb on a string of Christmas lights. Treat your messaging campaigns with the same respect.
See? A Call to Action
If you need to create a new messaging campaign—or to refresh an ineffective one, contact Paige Black today and let’s schedule an appointment to discuss it. Allow our talented team of experts to develop a tailored set of messages that solves your most pressing needs.
Follow Paige Black On Social Media