Some of the BHW members who have used my content writing services think that informational content is the only variable in the equation of a content marketing success. “Can you write content that can double my sales?”, often they asked. The truth of the matter is, content writing, per se, is just the first step of the tedious process. It’s not all in the hands of the writer you’ve hired. Content marketing is not a one-man game. With the overwhelming amount of information on the web, how can you make your audience give their time and attention to engage with the content that is critical to your business’ success? As content creators, you have the ability to enhance the experiences the audience has with your stories and information. But how do you effectively do that? What could be the reasons why your strategies aren’t working? 1. You don’t understand your target audience/market. How can you make content that maximizes its impact to your target market if you don’t know their needs and wants? How can you hold their attention and interest? By knowing your audience, you can speak in a voice that they can recognize as someone like them. Creating personas to better know your target audience gives you the best chance of understanding the people you want to engage with your content. I encourage you to mention the age group, geographic location, and interests of your target readers when you place an order. That will help us know how to twist our tone and style in writing. Of course, we will always have our own aura in writing, but we can be more conversational in writing if we know who they are. 2. Your content is not promoted How can people read your content if they can’t find it? Share them to different social media platforms to encourage reader engagement and increase the chance of getting your content sent to friends and shared on social media. Have you tried promoting your most viewed blog post for the week or month via Facebook ad? 3. Your contents are all the same across all devices The story should all be the same, but it should be suited to the time and manner that the audience uses the platform and content. It’s important to tell a story that is responsive to desktops, tablets and phones.