Why Content Marketing Fails & How to Make Sure Yours Doesn’t

Have you spent too much time and money creating content for your practice that just doesn’t work? For healing, helping, and wellness professionals, understanding why content marketing fails can be the key to profound practice growth. Content marketing done well is an invaluable opportunity to educate, inspire, and build trust.

In what follows, I’ll identify the most common problems with content marketing and then give you actionable insights to overcome them.

5 Ways Content Marketing Fails

If you don’t have a clear and consistent strategy and methodology for your content marketing, it will at best have so-so results and at worst completely fail. So, it’s imperative that you address the following 5 failure points that all successful content marketers avoid.

1. Unclear Target Market

   Crafting an insightful article on holistic health, only to realize it doesn’t perform online as expected, can be disheartening and frustrating. Such mismatches often originate from a nebulous understanding of the target market.
   
   The wellness industry is diverse, so you’ve got to be precise with your targeting. Precision in targeting ensures that the right audience finds your content.
   

2. No Strategy

   If you’re going to avoid having your content marketing fail, you’ve got to have a strategy. Unfortunately, many professionals jump into content creation with enthusiasm, but without a clear plan.
   
   The result? Sporadic posts, inconsistent messaging, and a lack of cohesive branding. A solid content strategy not only outlines what to post but also delves into the when, why, and for whom.
   
   For healing, helping, and wellness professionals, this could mean aligning content with specific health awareness months or tailoring posts to address seasonal wellness concerns. A robust strategy is the backbone of effective content marketing, ensuring each piece of content has purpose and direction.
   

3. Poorly Executed

   Quality matters. In a realm as crucial as health and wellness, presenting information that’s inaccurate, poorly researched, or ambiguously written can harm credibility.
   
   Quality goes beyond the information contained in the content. The visual aspect of content, including layout, images, and typography, also plays a significant role in user engagement.
   
   So, you’ll want to ensure your content is both well-researched and well-presented. It’s not merely about looking professional. It’s about being a reliable and trustworthy source for those seeking guidance.
   

4. Nobody Knows It Exists

   Too many practices seem to create content in a vacuum. They seem to subscribe to a variation of the Field of Dreams philosophy – Create it and they will come.
   
   Creating valuable content is just one part of the equation. Ensuring it reaches your audience is the other half.
   
   Many professionals produce insightful content but struggle with visibility. Whether it’s due to a lack of SEO optimization, inadequate social media promotion, or not leveraging partnerships within the wellness community, content can often remain unseen.
   

5. “Me Too” Marketing

   Authenticity is key, especially in the healing and wellness space. Professionals often feel the pressure to emulate successful competitors, resulting in content that feels derivative or insincere.
   
   While it’s beneficial to recognize industry trends and standards, you must infuse your content with a unique voice and perspective. This not only sets you apart but creates a genuine connection with those who consume your content and are seeking authentic guidance and insights.

How to Prevent Your Content Marketing from Failing

Every challenge in content marketing is an invitation to adapt and innovate. While stumbling blocks are inevitable, they shed light on areas you can improve. Rather than seeing them as setbacks, view these challenges as checkpoints — moments that guide you to refine your strategies and enhance your connection with your audience.

The following sections are consistent with the 5 failure points identified above so you can easily find the section or sections that you need to address. And don’t worry if you need to address all 5 of them. Most of my new clients need to do exactly that.

1. For an Unclear Target Market

   Understanding your audience is the first step to rectifying an unclear target market. Start by creating detailed personas of your ideal clients, encompassing their challenges, aspirations, demographics, and preferred communication channels.
   
   After you have your personas, you’ll want to establish a regular feedback loop with your current clients or audience. Their feedback can provide invaluable insights. You can use these insights to refine your content to better address their specific needs.
   
   

2. For No Strategy

   Having a content calendar is crucial. This calendar should align with your business goals, resonate with audience interests, and account for industry events.
   
   The other piece you’ll want to have in place is a way to evaluate your results. How your content is performing can help you adjust and refine your strategy. Some metrics you may want to consider are increased website traffic, heightened engagement, and/or improved conversion rates.
   
   

3. For Poorly Executed Content

   Elevating the quality of your content might require a professional touch. Investing in services like editors, designers, or content strategists ensures your material is polished and resonates with industry standards.
   
   You’ll also want to stay updated with the latest content marketing trends and techniques. Regular attendance at webinars, workshops, or courses can be instrumental in helping you keep your content approach fresh and effective.
   
   

4. For Content That Remains Unseen

   Visibility is often a result of search engine optimization and active promotion.
   
   Implementing SEO best practices, such as integrating relevant keywords, crafting compelling meta descriptions, and acquiring high-quality backlinks, can significantly boost content visibility.
   
   You’ll also want to actively share your content across various channels. These channels can include social media, newsletters, and collaborations with peers. The more opportunities your target audience has to interact with your content, the more likely they are to interact with it.
   
   

5. For “Me Too” Marketing

   The antidote to derivative content is authenticity. You want to be able to stand out from other practitioners.
   
   One way to very effectively do this is to share personal stories or experiences from your patients or clients. Doing so offers those who interact with your content a glimpse of your ability to help those who engage your services.
   
   You can also share your stories and experiences about being a healing, helping, or wellness professional. When you do, people have better insight into who you are and why you’re doing the work you’re doing. It helps them to trust you.
   
   While it’s essential to stay informed about prevalent industry trends, always strive to present a fresh perspective or your unique take on standard topics.

Content marketing, especially for healing, helping, and wellness professionals is about more than just promoting your services. It’s a chance to educate, inspire, and truly connect with your target audience.

However, getting content marketing to work well is challenging for most. Now that you know why content marketing fails and how to mitigate the most common failure points, you’re poised to begin creating successful marketing campaigns.

Need a little or a lot more help understanding where your content marketing is going wrong? Schedule a free consultation with one of our experts.