You just spent a few weeks blogging! You’ve posted as much content as you can about your company, your products and how your company can help solve all your customers problems.
You’ve published links to blog and articles to all your social media channels. You’ve also created schedules to auto update your twitter and instagram followers, reminding them that you have all this content published and waiting for them to consume!
Yet, your Google Analytics reports are the loneliest set of reports on the planet. In fact the only visitor you received was your mother when she went to see your fancy new website!
You think inbound marketing isn’t working and your blog has never produced a single lead.
You’re about to throw in the towel and declare blogging for your business just doesn’t work!
I urge you to read on and reflect on the content, I’m positive this will help you turn things around!
Competition is thriving
Your competitors on the other hand, seem to be enjoying a constant stream of leads and seem to have a knack of constantly acquiring new business. How do they do it ?
The truth is, it all comes down to yards, inches and perseverance. Content Marketing campaign which typically encompasses media like <code>blogs, ebooks, case studies, videos, social media updates, webinars, speeches </code> etc is a long game.
Success doesn’t happen over night and to be honest it is really hard work, consuming resources with endless hours of research, analysis, optimising and refinement.
Ultimately success requires a well thought out content marketing strategy, planning, execution , dedication and continuous improvement.
A vast majority of businesses under estimate the effort required to maintain a successful business blog. Many believe the way to success is just to post content that is relevant to the business they are seeking to promote. Hence why most business blogs are polluted with arrivals of new staff members, special offer announcements or worst yet some HR drivel about what a great place company X is to work at.
The reality is your customers just are not interested in this, they are only interested in themselves! They want to solve their problems, why they want quick fix solutions they can implement themselves.
Whats In It For ME (WIIFM).
Our permanently connected online world, is all about instant gratification, which includes solving problems as soon as they occur, not reading about other peoples problems or interesting trivia.
With this in mind, the following is a list of the top 3 reasons why most business blogs fail and solutions how you can turn yours around!
#1 You wrote content to improve your SEO
This is wrong in so many ways, but what most important you need to use SEO techniques to write your content but you should never write to improve your SEO.
The difference my appear subtle at first, but rest assured they are two entirely different concepts. Ensuring you grasp and master it is vital to the success of blog.
Your blog should have nothing to do with SEO, however your SEO should complement your content marketing.
You should use SEO techniques and research strategies to help shape and mould your content but the expected result or key objective of your content should not be geared towards improving your Search Engine Result Page (SERP) rankings.
Your content should be targeted to solving your customers problems. If you focus on trying to solve customer problems, your customers will find you.
If your content is of a high quality, your customers will share it with others. Once this starts happening, the results just start compounding.
#2 You tried to sell your product
You wrote a blog posts detailing all the features and benefits of your product or service, you spent hours sculpting your content to ensure you covered all the bases. Really amplifying all those features, but yet nobody bought your product or worse yet nobody even read your blog post.
Your target is not interested in reading about features and benefits, what they’re interested in is solving their problems. They are using search queries which are probably geared and contain explicit search queries pertaining to their exact problem.
Feature and benefit list don’t solve problems, but explicit set of directions or instruction manual does. You need to rewrite your content to directly solve your customers problems.
Your customers don’t want a feature and benefit list, they have probably read a thousand of those already. In fact, they probably already have read your list somewhere else and this still hasn’t motivated them to buy your product.
The modern consumer does not want to be sold too they want their problems solved if your product or service can be used to solve an explicit problem they will buy it! Focus on how you solve the problem.
#3 You outsourced your writing
In order to save time or you just wanted to flood your business blog with a lot of content you decided to hire some freelance writers. You gave them minimal direction and told them to target some common keywords.
They delivered some High Quality and targeted content, but yet nobody read it or it didn’t make any sales.
Your blog is an extension of your brand, in many ways it is the voice of your brand.
Your blog is what gives your company a personality, character and charisma. You need to ensure that at a minimum, your blog conveys and reflects this.
The minute you outsource your work, you effectively lose the passion behind your sentiments. This will dilute the effectiveness and authenticity of your blog posts and the messages they contain.
Hired writers are paid to regurgitate words. They have a target number of words to aim for. They also have a other customers to satisfy on any given day. They are going to be far less passionate about your company than you will be. During the course of an average day, most writers will be focusing on between 3-4 different subjects, relying on standard padding techniques to stretch out content.
If you want to outsource the writing of content to third parties, then you really do need to enforce strict guidelines. You need to enforce quality gates, as to what gets published. You should always review and edit the content, until it suits your needs.
Ideally your organisation needs to try and write it’s own blog posts. It really doesn’t matter about the quality of the writing, what matters most is the authenticity. Your writing will improve over time with more practice.
Writing should be a collaborative effort and should all take the opportunity to write posts targeted at attempting to solve specific problems making use of your products and services.
Creating a successful blog is hard work and success can only be achieved over time. There definitely are no over night successes. Every successful blog is preceded by a succession of failures, eventually evolving to success.
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