“The pure magnitude of content available online can be overwhelming, but don’t let that make you complacent with your writing. You have the ability to stick out from the pack if you write helpful, original content.”


You’ve been posting blogs for months. You’ve been adding new pages to your site. You’ve been participating in an aggressive content marketing campaign.

But the results of your efforts aren’t meeting your expectations, and you’re left wondering why your content marketing isn’t working …

If your content marketing efforts don’t seem to be generating leads, there’s a reason. And your customers could probably tell you what it is.

Issue #1: Your Content Is Not High Quality

Solution: Make quality writing a priority. You could be an expert in your field, but if your writing is poorly organized, unclear, or full of errors you are going to get nowhere with your readers.

  • Create outlines of your blog posts and web pages before writing them to ensure your thoughts stay organized and you are hitting all of your points.
  • Take the time to write compelling, valuable content that your readers will find engaging and will keep them on the page.
  • Lastly, proofread every piece of content before it gets published. Spelling and grammar errors make you look sloppy and will hurt your credibility as a resource or future business partner.

(Insider Tip: Not a grammar whiz? Use the helpful free writing app, Grammarly.)

Issue #2: Your Content Is Not Original

Solution: The pure magnitude of content available online can be overwhelming, but don’t let that make you complacent with your writing. You have the ability to stick out from the pack if you write helpful, original content.

When you’re brainstorming content ideas, feel free to take inspiration from what’s already out there. However, make your content original — whether that means adding new info that can’t be found in a similar blog or attacking the same issue from a different angle. Generic content gets lost in the shuffle.

Issue #3: Your Content Is Not Helpful and/or Actionable

Solution: Whether there’s a topic users want to learn more about or a question they want answered, your content should be helpful. To that end, make sure you are providing complete answers to any questions you pose and connecting your readers with additional resources to supplement your answers. If you have another blog or page on your site that explains an aspect of your answer in more detail, include a hyperlink to that page for your readers.

Beyond answering your readers’ questions, you need to provide a call to action (CTA) that guides readers and lets them know what to do next — read another relevant blog, look at a pricing page, or contact your team, for example.

Issue #4: Your Content Is Hard to Read

Solution: Make sure your content is easy to read and skim. Internet users scroll through content quickly, so you need to make it evident to readers right away that your content is useful. To encourage users to read your content once they click on it, make it as skimmable as possible. Here are some tactics:

  • Break your content into smaller, digestible sections or paragraphs.
  • Include helpful headers to guide readers through your main points.
  • Write your blog as a listicle.

While quality content is a priority, don’t confuse quality with quantity. Your readers are unlikely to read a novel, so keep it concise.

Issue #5: Your Content Is Hard to Find

Solution: Your content could be brilliant, edgy, or thought-provoking, but if it’s not properly optimized, no one will be able to find it.

Implementing SEO (search engine optimization) strategies will help your content show up on page one of the search engine results. Users rarely click past the first page of search results into the abyss of Google, so it’s critical that you work to get your content on the first page if you want people to actually read it.

Make your content more findable by taking the time to research SEO keywords that you can integrate into your content. If SEO and keyword research are foreign concepts, consider partnering with an experienced SEO team that optimizes content on a regular basis. Before you settle on an agency partner, ask them these key questions to ensure you’re working with experts.

Are you still wondering why your content marketing isn’t working? Reach out to the content marketing experts at Rocket55 to explore your results and strategy in more detail. We’d love to help!


About the Author

Dan Onken

VP of Content Strategy

Dan has been with Rocket55 since November of 2016. Before joining the agency, he worked for Western Union on the digital and outbound marketing teams before moving back home to Minneapolis to work as a project manager on the General Mills pricing incentives team. When he isn’t working on content strategy or UX tasks at work, he likes to spend his time cycling, fishing, camping, and watching movies with his girlfriend and pup.