Content marketing is crucial for growing any business, but it doesn’t come without its pitfalls. You’ve likely encountered those moments when, despite your best efforts, your content falls flat. Maybe it’s not engaging your audience the way you hoped, or perhaps it’s not converting like it should. These common issues can feel like content marketing horror stories—and if you’ve been there, you know how terrifying it can be.
In this blog post, we’ll explore some of these spooky problems, like The Ghost of Dead Engagement, The Nightmare of the Never-Ending Scroll, The Curse of the Invisible Video, and The Legend of the Broken CTA. More importantly, we’ll break down how to fix these issues so your content doesn’t haunt you any longer.
1. The Ghost of Dead Engagement 👻
One of the most frustrating content marketing problems is what we call The Ghost of Dead Engagement. You’ve worked hard on a post, video, or article, but when you release it into the world... nothing happens. Zero likes, no comments, no shares—it feels like your content is haunted by an invisible barrier keeping your audience away.
But don’t be discouraged! There are concrete steps you can take to bring your content back to life.
Know Your Audience
The root of the engagement issue often comes from not connecting with your audience. If your content is too broad, or it doesn’t speak directly to your target market, they’re not going to feel compelled to interact with it. Take a step back and ask yourself: who am I really trying to reach? What are their pain points, interests, or desires? Then create content specifically designed to meet those needs.
For example, if your target audience is millennials interested in fitness, create blog posts, videos, or social media content focused on wellness trends, quick workouts, or fitness challenges. The more specific and tailored your content is, the more likely it is to resonate.
Be Consistent with your Content
Ghosts may appear randomly, but your content shouldn’t. Inconsistent posting is a major engagement killer. To build a loyal audience, you need to post content regularly. A good rule of thumb is to create a content calendar to keep track of what, when, and where you’re posting. Consistency builds trust and makes it easier for your audience to engage with your brand.
Think of it like showing up to a party—if you’re never there, people will stop inviting you! But if you’re consistently showing up with fresh, relevant content, your audience will begin to rely on you as a valuable resource.
Spark Conversations
If you want people to engage with your content, you have to give them a reason to. Instead of creating purely informational posts, ask questions, invite feedback, or encourage your audience to share their experiences. Posts that ask for input are more likely to spark conversations, which naturally lead to higher engagement.
For instance, if you’re in the beauty industry, post a before-and-after makeup look and ask, “What’s your go-to look for a night out?” This simple question encourages your audience to share their thoughts, increasing the likelihood of comments and shares.
Mix It Up
Don’t rely on one type of content to do all the heavy lifting. People get bored easily, and if they keep seeing the same kind of post, they’ll lose interest. Instead, diversify your content by mixing up formats like videos, polls, images, infographics, or even interactive quizzes. Different types of content appeal to different people, so mixing it up increases your chances of engaging a wider audience.
2. The Nightmare of the Never-Ending Scroll 😱
Have you ever visited a website, only to find yourself stuck scrolling through walls of text? You’re not alone. Many websites suffer from The Nightmare of the Never-Ending Scroll—long, rambling copy that turns off visitors before they can even get to the important stuff. If your landing pages or blog posts are too lengthy, they may be trapping your audience in an endless scroll. Here’s how to avoid that problem.
Keep It Short & Sweet
Attention spans are short—really short. Most people will only read about 20% of a webpage, so you need to make every word count. Break your content into bite-sized pieces that are easy to digest. This means using short paragraphs, subheadings, bullet points, and concise language. By doing this, you create a smoother reading experience that keeps your audience engaged.
Think about it like this: would you rather read a 10-paragraph essay or a quick list of the top five things you need to know? Most people prefer the latter, and structuring your content this way can significantly reduce drop-off rates.
Use Visuals
Text alone can be daunting, especially on a landing page. Use images, infographics, or short videos to break up the monotony and keep your audience interested. Visuals not only make the content more engaging, but they also help explain concepts quickly and clearly.
For instance, if you’re trying to explain a complex process, like how to set up a new software tool, an infographic or a quick explainer video can do a better job than paragraphs of text.
Highlight Key Information
The important stuff should stand out. Don’t bury key points in the middle of your text where they’re likely to be missed. Instead, highlight your main takeaways using bold text, bullet points, or subheadings. This helps readers quickly find the most important information without having to sift through long paragraphs.
For example, if you’re running a promotion, make sure the discount or special offer is prominently displayed. Don’t make your audience hunt for the deal—show it to them immediately.
Clear Call-to-Action (CTA)
Finally, make sure your call-to-action (CTA) is easy to find. Don’t hide your CTA button at the bottom of a long page where no one will see it. Place it in several locations—at the top, in the middle, and at the bottom of your content—so your audience knows exactly what to do next, no matter where they are on the page.
3. The Curse of the Invisible Video 📉
You’ve put hours of work into creating an amazing video, but when you post it, you get barely any views. It feels like your content is cursed to be invisible. This is a common problem, but fortunately, there are several ways to boost your video views and make sure your hard work gets seen.
Optimize for SEO
The first step is to optimize your video for search engines. This includes using a catchy title, relevant keywords, and a captivating thumbnail image. Titles should be clear, descriptive, and designed to pique curiosity. Keywords help your video get discovered by people searching for related content, while thumbnails act as visual hooks that grab attention.
Let’s say you’ve created a video on skincare tips. Instead of titling it “Skincare Tips,” try something more engaging like “5 Game-Changing Skincare Hacks You Need to Try.” That extra layer of intrigue makes people want to click.
Keep It Short and Sweet
Long videos often lose viewers before they’ve even made it halfway through. Keep your videos short—especially if you’re sharing them on social media, where attention spans are notoriously brief. Aim for around 1–2 minutes, or break longer videos into shorter segments to make them more digestible.
Engage Early
You’ve got about 5–10 seconds to grab someone’s attention with a video. Start with a strong hook—something surprising, funny, or thought-provoking—to get viewers interested right away. Avoid long intros or irrelevant content, as these can cause people to click away before they get to the good stuff.
For instance, if your video is about fitness, you might start with an eye-catching visual like a fast-paced workout move or a bold statement like “Did you know you can burn 100 calories in just 10 minutes?” This immediately piques curiosity and makes viewers want to learn more.
Promote Across Platforms
Don’t just rely on one platform to carry your video content. Share your videos across multiple platforms—social media, email newsletters, blog posts, and even your website. The more places your video appears, the more likely it is to gain views. Also, don’t forget to promote older content periodically. Just because a video wasn’t a hit when you first posted it doesn’t mean it won’t resonate with your audience now.
4. The Legend of the Broken CTA 🔗
Your call-to-action (CTA) is supposed to be a magic button that leads your audience to conversions—whether that’s signing up for a newsletter, making a purchase, or booking a consultation. But when your CTA is broken, unclear, or confusing, it leads to dead ends instead of results. Here’s how to make sure your CTA delivers.
Be Clear and Direct
Your CTA should leave no room for confusion. Use simple, direct language that tells your audience exactly what to do next. “Buy Now,” “Sign Up Today,” or “Learn More” are all clear and actionable phrases. Avoid vague terms like “Submit” or “Click Here,” which don’t tell the user what they’re actually signing up for.
Make It Stand Out
A CTA should never blend into the background. Use contrasting colors, bold fonts, or buttons to make your CTA pop off the page. If your CTA is too subtle, people might miss it altogether, which means missed opportunities for conversions.
Test for Functionality
Nothing is scarier than a broken link! Before you launch your page, double-check that all of your CTA buttons lead to the correct pages and that they work on both desktop and mobile. The last thing you want is for eager customers to click on a CTA, only to find themselves on a 404.
Do you need help putting these tips into action?
Our team of content strategists, content creators, and creative marketers would love to help. Book your free virtual consultation with us at any time.
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