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Why Your Content Marketing Strategy Isn't Working and How to Fix It

A woman holding a red file looking at the camera and smiling

Ah, 2024 is finally here – a new year full of possibilities. It's a time for fresh beginnings, innovative ideas, and perhaps, a renewed digital content strategy?

Let's be honest: the start of the year is an excellent opportunity – if not the perfect one – for a much-needed marketing refresh. This is especially true if your current digital content strategy isn't yielding the desired results for your brand or business.

So, if the thought of updating your content strategy has crossed your mind, you're in the right place! Let's dive right into why your digital content strategy may not be delivering conversions at the moment and explore effective ways to address that.

Your Content Misses the Mark with the Wrong Audience

Team members looking at their audience data to fix their content strategy

Let's say you're promoting a line of eco-friendly kitchen products. Instead of merely targeting a broad demographic like "women aged 25-35," you delve deeper. Your research reveals that your ideal customer is an environmentally conscious millennial, passionate about sustainable living.

Understanding this, you identify that your audience is on platforms like Instagram and Pinterest for inspiration. They tend to be most active during evenings, and they engage more with visual content, especially short and informative videos.

To make your content effective, you must pinpoint your target audience accurately. It's not enough to focus on a specific gender or age group; you need a well-defined customer persona. Research extensively to understand your ideal customers, considering demographics, cultural and economic backgrounds, motivations, and more.

Once you know your audience, identify the communication channels that resonate with them. Understand their online behavior, preferred timings, and the content formats they engage with. Speak their language to create a connection.

Now, use all this info in your ad campaign. Highlight product features that matter most to your audience, so your content clicks with their preferences and needs.

Address Budget and Documentation Gaps in Your Campaign

Your campaign is most likely missing an important element: a well-defined budget and proper documentation. Without a budget, your content marketing lacks clear direction, risking ineffective spending and missed opportunities.

Some businesses, especially startups, use the lack of a budget as an excuse. However, investing in content is important for effective brand representation and marketing success.

Also, don’t forget documentation. Without clear guidelines, miscommunication can happen, leading to disjointed efforts and potential setbacks. Proper documentation ensures everyone is on the same page and allows for effective problem-solving.

Your Content Lacks Uniqueness

Now, this can be a little tricky. The internet is flooded with data, content, and information, and oddly enough, much of it seems interchangeable.

Here's the irony – in a world where everyone is selling similar things and using the same language, you're expected to be unique. Standing out isn't just about being different; it's about  standing out while aligning with the language the algorithm understands.

The challenge is real, as your content marketing success relies on distinguishing yourself while seemingly doing what everyone else is doing. It's a head-scratcher, for sure.

The solution lies in creative problem-solving. Understand the details of each social media channel and figure out what content format resonates with your audience. For instance, if your target audience prefers Instagram, you must know that straying too far from Instagram norms won't get you far.

Instagram loves reels, but guess what? Everyone's making them. To make it tougher, Instagram pushes the ones with popular songs and video styles. So, you gotta look like everyone else but also somehow be different.

Tips to walk this tightrope:

  1. Start with a question that gets your audience interested.

  2. Show off what makes your product special right away.

  3. Use colors that grab attention based on psychology.

  4. Understand your audience’s pain points and fix it.

  5. Make your brand's voice loud and clear

PRO TIP: Videos are big right now. Even if your audience leans towards blog posts, keep them engaged with videos for a well-rounded strategy.

Your Content Leans Too Much On The Hard Sell

Two women discussing the fact they need stop hard selling on their content

We get it, you're in the business to sell your products, but there's no need to constantly shove it in people's faces. What we're getting at is, try not to make your content look like a never-ending advertisement or keep shouting, "Buy this now!"

Even your most loyal customers might scroll past your content if it feels too much like a sales pitch. When people see something that screams "ad," their first thought is often, "Oh great, I have to spend money," and that's not a fun thought. So, if your content gives off a strong ad vibe, it could turn people off.

Instead, aim to be helpful. Solve the problems your audience is dealing with. When your content feels like a lifesaver to your audience, the idea of paying for something takes a backseat.

For instance, let's say you've got an online store and want more people to check out your website. Write how-to guides and other content that adds to what your audience already knows. They become more informed, and if they find value, they might end up buying what you discussed in your guide.

Final Words

To wrap it up, as we begin the new year, it's a great moment to freshen up our digital content approach. Tackling challenges like reaching the right audience, managing budgets, staying unique, and avoiding a hard sell is a chance to get better. 

Let's take these opportunities, build real connections, and navigate the digital world with creativity and a focus on what people truly want.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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