My Content Marketing Isn't Performing; What Should I Adjust?

When your content marketing isn’t delivering results—whether it’s low traffic, weak engagement, or few conversions—it can feel frustrating. But underperformance often stems from fixable issues like misaligned strategies or outdated tactics. In 2025, with evolving audience expectations and algorithms, pinpointing and addressing these gaps is crucial to turning things around.

This guide explores common reasons your content may be underperforming and offers actionable steps to optimize your approach for better results.

Diagnosing the Problem

Before making changes, identify why your content isn’t working. Common culprits include content that doesn’t resonate with your audience, poor SEO optimization, or ineffective distribution. A 2024 CMI study found that 62% of underperforming campaigns lacked clear audience targeting or measurable goals. By analyzing your metrics—traffic, engagement, and conversions—you can uncover specific areas to improve.

Key Adjustments to Boost Content Marketing Performance

To revive your content marketing, focus on these critical areas for improvement.

Reassess Your Audience Alignment

If your content isn’t engaging, it may not address your audience’s needs. Revisit your buyer personas to ensure they reflect current demographics, pain points, and preferences. Use tools like Google Analytics or surveys to understand what your audience searches for, such as “content marketing tips” or “how to improve engagement.” Tailor content to solve their problems, like creating guides for specific challenges or videos for visual learners. Content that feels relevant builds trust and drives interaction.

Strengthen SEO Optimization

Low traffic often signals weak SEO. Ensure your content includes primary keywords like “content marketing performance” and semantic terms like “improve content strategy” naturally, with a 1-2% density. Tools like SEMrush or SurferSEO can analyze top-ranking competitors to suggest keywords and content length. Add internal links to related pages and external links to credible sources like Moz or HubSpot to boost authority. Also, check that titles (under 60 characters) and meta descriptions (under 160 characters) are compelling and keyword-rich.

Enhance Content Quality and Depth

Surface-level content rarely stands out. Dive deeper into topics by covering related subtopics, such as case studies or practical tips, to provide more value than competitors. For example, a blog on content marketing could include real-world examples or data from a 2024 industry report. Ensure readability with short sentences and paragraphs, aiming for a Flesch Reading Ease score above 60. High-quality, in-depth content keeps readers engaged and improves search rankings.

Improve Distribution Channels

Great content won’t perform if it’s not seen. Share your content where your audience is active—LinkedIn for B2B, Instagram for younger demographics, or email newsletters for loyal customers. Use tools like Buffer to schedule posts and maximize reach. Consider partnerships, like guest posting on industry blogs, to expand visibility. A 2024 HubSpot study showed that brands with multi-channel distribution saw 35% more engagement than single-channel strategies.

Refine Calls-to-Action

Weak conversions often stem from unclear or missing calls-to-action (CTAs). Make CTAs specific and compelling, like “Download our free content optimization checklist” or “Contact us for a custom strategy.” Place them prominently in your content, such as at the end of blogs or within email campaigns. Test different CTA formats to see what drives more clicks, using tools like Google Analytics to track results.

How to Implement and Track Changes

Start by auditing your existing content to identify underperforming pieces. Use Google Analytics to check traffic and engagement, and Google Search Console to review keyword rankings. Prioritize updates based on potential impact—refresh high-potential posts with better keywords or stronger CTAs.

Next, create a plan to address weak areas. For example, if engagement is low, experiment with new formats like short videos or infographics. If traffic lags, optimize older posts with fresh keywords and links. Set clear goals, like increasing traffic by 15% in three months, and track progress weekly.

Use tools to monitor improvements. Google Analytics tracks traffic and conversions, while SEMrush evaluates SEO performance. BuzzSumo can measure social shares to gauge engagement. Regularly review data to refine your approach, focusing on what delivers the most impact.

Tips for Ongoing Success

Stay audience-focused by updating personas as preferences evolve. Keep content fresh by revisiting top-performing pieces every six months. Experiment with new channels or formats to find what resonates. Use data to guide decisions, ensuring your strategy stays aligned with goals.

Conclusion

Underperforming content marketing is a challenge, but it’s fixable with the right adjustments. By aligning with your audience, strengthening SEO, improving quality, optimizing distribution, and refining CTAs, you can boost performance and achieve your goals. Start auditing your content today to unlock its full potential.

Download our free content audit template or contact us for a tailored optimization plan!