Business Tips & Tools — Africa

Content marketing-6 reasons why it’s failing and how to fix it

Content marketing is a strategy developed to attract leads' attention by sharing content, such as videos and posts, on a brand's social platforms.

When asked about content marketing, answers may vary depending on the people you are asking, but from an entrepreneur's level, they would say content marketing is the future. This is why every company should gear itself up with the latest content marketing trends that are less likely to run out of their A games and style anytime soon. 

Before we go any further in our article, let's look at what content marketing is and all the necessities you need to know about them down below;

  • What is content marketing?
  • How does content marketing work?
  • 6 Reasons why your content marketing is failing
  • How to fix a failing content marketing problem
  • Conclusion

What is content marketing?

Content marketing is a term used to refer to a marketing strategy developed to capture leads' attention by sharing different content, such as videos and posts, for them to purchase their services. It aims to generate leads that will later buy their products and increase a company's brand awareness, among many other goals a company targets to achieve. 

With businesses able to share their services online, they can reach a larger group of consumers who will, in return, be attracted to their services and products. Not only will this lead to an increase in sales but also, there will be the availability of job opportunities since there are a lot of tasks to complete.

How does content marketing work?

The main aim of content marketing is to give leads a true meaning and value of what a specific company can offer to the public. Therefore, content marketing is a plan of action that should be taken seriously if you want to generate valuable leads into your marketing funnel. With us are some reasons as to how content marketing works in real life;

  1. Create brand awareness

Most marketers use content marketing tactics to give consumers a rough idea of what they are up to as a brand. It's for the sake of creating this awareness that leads them to purchasing their products and services. With the help of a content marketing calendar, a company can focus on the set marketing plans and dwell on them to achieve results.

  1. Sales

Through the marketing journey, businesses can make more sales, and if the consumers love their products, they will produce them more for orders. This method proves good for business goals since they achieve them easily in the process. You can start by setting up content marketing channels that you will use to showcase your content for people to view and consult before making an order.

  1. Lead generation

A company will be able to acquire leads from all over the world since the tactics they are implementing, and the efforts would have worked perfectly. This process could be achieved if you have created a content marketing website that can get your content to reach out to targeted people.

6 Reasons why your content marketing is failing 

Content marketing is the center of all things business. Whether you like it or not, including this process in your business plan would be the best thing to do for an improved outcome. We have different reasons why your content marketing process is likely to fail, as mentioned down below;

  1. Not having a clear goal 

A company without goals has everything to lose compared to one planned with one. Goal setting acts as a unique condition that helps business achieve their target and focus on what's next to come. They must be carefully set to align with your business needs.

  1. Not having a comprehensive content strategy 

A well-put strategic content marketing plan will make your business more progressive than a shoddily planned strategy. If you are not organized as a team, you will most likely face a fall in business since no consumers want to be involved with companies that are not planned.

  1. Not optimizing content for search 

Your content should always be search engine friendly since that's how you can easily connect to leads searching. If you have not optimized your website, then having it out should be among your goals. You can reach out to many people who relate to your offer and want to purchase by creating knowledgeable content marketing ideas for them to choose from.

  1.  Not using social media 

Most content marketing is likely to face its fall if they don't involve social media in its plan. In this era, almost everyone has gone digital, and even if you plan not to put your business out there, the majority won't be able to follow. Not only will you lose customers, but also the rate at which revenue will be received would be lower than a business with a social media account.

  1. Not measuring content performance 

Tracking your content's performance is a critical thing to do as a company. Through them, you will be able to focus on what's working and what's not so you can improve on them. You can set content marketing KPIs to use for progress tracking. 

  1.  Not leveraging influencers 

If you are a company and not considering using influencers, then you should wait no more. Create a connection because your brand will be known through these influencers. Most people would want to associate themselves with you due to the trust built from seeing their favorite influencers associating with you. 

How to fix a failing content marketing problem

  1. Identify the problem

Before anything else, the first process to go with fixing a problem is to look for one. Always look for these problems and try to find ways in which you can begin looking for helpful solutions.

  1. Analyze the data

After identifying the problem, you can begin looking for what will help you solve these problems. You should start searching for tools that will help you prevent these problems you are experiencing.

  1. Address the problem

The moment you realize a problem somewhere, try as quickly as possible to devise with commendable solutions that will help curb the issue. Always make an effort to track problems and come up with solutions with your team.

  1.  Measure and adjust 

A fundamental fact to look into after you have started to implement changes is by checking which methods work and which ones are still taking longer to adjust. With these abilities, you can come up with different tactics for your problems.

  1. Monitor the progress

Always ensure that you track your progress all the time. Through the monitoring, you will be saved from lots of avoidable problems that could have occurred and amended at that moment instead of them growing into bigger problems.


Content marketing is a hot game for any entrepreneur to miss out on. These should be your go-to solutions if you are looking for leads and increased orders. Set targets and focus on them for an improved content marketing strategy.

Last updated
June 12, 2024
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