Your 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 business just doesn’t work!
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 blogs, ebooks, case studies , videos etc is a long game. Success in this game 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 strategy, dedication and continuous improvement.
A vast majority of businesses under estimate the effort required to maintain a 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. This is what is commonly known as 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 5 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 be rest assured they are two entirely different concepts.
You should use SEO techniques to shape and mould your content but the expected result or key objective of your content should not be primarily geared towards improving your Search Engine Result Page (SERP) rankings. Your content should be targeted towards solving your customers problems.
#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. A feature and benefit list doesn’t solve problems, but explicit set of directions or instruction manual does. You need to rewrite your content more directly targeted to solving your users problems not your need for increased sales targets.
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 your 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 can be the voice of your brand. It has be your companies voice and personality that needs to be conveyed. 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 it contains.
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 and your staffs writing will improve over time and the more they practice the better it will become. You and your staff should make blog writing 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.