Most companies fail at blogging because of their incorrect assessment of the time investment involved. Blogging has the potential to build an audience and profitable business, given time and the right strategy.
According to Orbit Mediaâs survey, most bloggers take an average of 2.5 hrs to create each blog post, while some of them take as many as 6 hours per post. Thatâs a lot of time that many companies canât afford to invest. While outsourcing is an option, it doesnât rid you of the responsibility of creating a strategy, reviewing posts and promoting them. This post discusses 10 reasons why your blog posts are failing and how you can remedy them.
1. Youâre overselling
Years of having promotions forced down their throats has left the audience with a bitter taste for marketing. If people are on your blog, they have already expressed some amount of interest in your content and possibly products. While itâs alright to subtly mention your products where relevant, itâs critical to not go overboard with ads. If you must promote a product, say when a product launch is in the works, itâs best to be transparent about your motives.
Note how some of the best brands market their products. HubSpot does market on their blog but transparently. The SaaS companyâs products are hardly ever mentioned in the body of their super-useful blogs, but only suggested at the bottom of every blog page.
The best blogs provide genuinely valuable information, without ulterior motives. A good way to judge the quality of your blog is by assessing audience on-page behavior using a tool like Hotjar. This toolâs webpage heatmaps can help you assess content performance
Action: Make sure that your call to action is the natural next step in the visitorâs sales funnel. If you ask for too much too soon, then you will sound salesy and lose the potential customer.
2. Youâre under-promoting
Every successful blogger plans promotions. The plan contains email marketing, social media marketing, and search engine optimization (SEO). While content can go viral without any external prompt, itâs important to note that the probability of that happening is very low (maybe as low as 1 in a million or more). For the rest of the content on the internet, an absence of promotion efforts spells doom.
One of the mistakes that many marketers make is not covering all bases when marketing. Do you have a presence on the right channels? Is your promotion frequency for each post enough? Remember that not all of your audience will see it in the first go. If you canât dedicate time to content promotion, use an automated-publishing system like the one on DrumUp. Simply add social media posts to libraries on DrumUp and set-up a repeat schedule for maximum exposure.
Use all the channels available to you when publishing or updating a blog post. Repeat the post automatically after a certain time. Use tools like Hootsuite
for finding the optimal times for posting, scheduling, and automation.
3. Your readers see no reason to return
In his book, The Curve, Nicholas Lovell observes how there are millions of customers who will pay nothing for your products and a few customers who will pay anything for them. To build a loyal audience who can contribute to the business you should focus on the second type of customers. Who are they? What are their likes, dislikes, and concerns? See them as individuals and not groups of people.
There are several ways to get people to keep coming back. The first impression matters, ensure that you optimize your landing page design, make navigation easy and share relevant and useful content. But most importantly, create a memorable personality. Take, for instance, the Wait But Why blog. One of the reasons why itâs ingrained in my mind, apart from its content, is its presentation.
Wait But Why has the most interesting, memorable illustrations.
Action: Let your visitor know that thereâs more material coming and the content they are consuming is constantly updated. Tell them to sign up for updates so they would not miss the most important stuff.
4. Your SEO isnât effective
Google will send tons of traffic your way if you optimize your blog pages for search, and search traffic is invaluable because you can direct incoming traffic to conversion-optimized pages based on intent. How? Use long-tailed keywords. The best thing about long-tailed keywords is that theyâre very specific. The words that form them tell you what website visitors expect to see on your website.
Keywords used in titles, and particularly at the beginning of titles, are the most powerful. You can also label images with keywords (img tags) to improve SEO.
Do on-site SEO
right every time you publish content. Titles, metas, URLs, internal linking, image alt tags, and other SEO factors. Update keywords if necessary.
5. You have vanilla content
With millions of blog posts being published daily, itâs easy to get lost in the sea of conventional posts. Unless you want to be forgotten and ignored, itâs important to develop a unique and memorable personality. Are you meeting your visitorsâ expectations? Are you sharing information of value with them and entertaining them? Unless you are, your bounce rate is likely to be high, further decreasing your search ranking.
One way to decrease bounce rate is by enticing website visitors to comment. Make your posts conversational. Choose debatable and slightly controversial topics.
Check out, for instance, the Ahrefs blog, which always has compelling headers.
Action: What do you really think? Add your unique perspective and experience to your content. I have built a site with 250k monthly users, and I always add that experience to the posts. Even if itâs your first blog post, you have a history that makes your perspective valuable or relatable.
6. You have no pre-set goals
Many bloggers ignore the benefits of having well-defined goals. Many others leave goals as faint thoughts in the back of their minds, thoughts that may not necessarily pay attention to or implement. Instead, if you chose to document your goals, you might end up with better results.
What could blogging goals be? They could range from improving website SEO to collecting leads. To improve website SEO, you have to focus on keywords, and write long, thorough guides over 3000 words long. To collect leads, you have to optimize your opt-in forms and offer something thatâs valuable to your audience in exchange for their email addresses.
Action: Set a goal for each piece of content you create. Donât use vanity metrics like sessions. Use goals that measure real results in leads and sales. Sign up for a newsletter, ask for a quote, register a trial account, these are real results. Write the conclusion of your post as a call to action for your goal.
7. You havenât considered the intent
According to Search Engine Land, there are 4 micro-moments that make online visitors land on your website.
- The âI want to buyâ moment
- The âI want to knowâ moment
- The âI want to goâ moment
- The âI want to doâ moment
Each of those moments represents entirely diverse mindsets that need to be addressed differently for the best effect. Many companies use blogging strategies that reflect what they think visitors want and not what they want. One of the easiest ways to assess intent is by typing a keyword in the search bar on Google and making a note of the autocomplete suggestions. The suggestions are popular searches.
Neil Patelâs website, and QuickSprout and CrazyEgg all get right to the point on their blog/website landing pages.
Action: Understand your potential clientâs sales funnel and what they want right at that moment. Tie this together with goals and meaningful call to action.
8. Youâre ignoring shareability
Presentation matters; more than you know. The colors you use can improve the shareability and conversion potential of your posts because each color has a different psychological impact on different people. Blue, for instance, universally increases trust among people. Thatâs why hospitals typically have blue walls.
Apart from colors, the readability of your posts also matter. The wrong font styles, sizes, and spacing between paragraphs can convince readers to skip your post. Even if you get colors, spacing and font styles right, people arenât likely to share your post unless they can do so easily. Sumo has an easy-to-use share plug-in fits perfectly on all devices.
Format your content in a sexy way. Lots of subheadings, images, and lists. Make it easy to read and share. Use tools like Mashshare
, to add sharing buttons with a call to action that tells your visitor to share. Use click to Tweet tools.
9. Youâre disregarding PR
As Andy Crestodina, founder of Orbit Media, says, âNever waste a good conversation by having it in private.â Every great conversation you have with customers and partners is beneficial to only the participants of the conversation unless you publish it. You create this type of content constantly, as you write emails and have phone conversations through the day. These conversations are not only bait for others who have similar concerns but are in general great for PR.
Ideally, every PR opportunity you identify on social media should be used to maximize exposure for your company.
Neil Patel, for instance, swears by commenting on other blogs as a means to driving real traffic and generating real revenue.
Action: Use your content to answer questions on other blogs, forums, social media, and Q&A sites. One piece of content can answer dozens of questions. Find where they are and use them to your advantage.
10. You donât have a community
Every successful blog has an engaged and loyal community. One sign of a healthy blog readership community is the comments that you receive on your posts. If you arenât getting any comments, chances are that your content isnât engaging enough.
When developed properly, your blogâs community can be full of future customers, which is why you should invest in building one if you havenât as yet. One way to attract the right readership is by finding out where your audience hangs out online and participating in those communities.
Action: Find out where your audience hand online and join those communities. Consider creating your community. Facebook group may be a simple way to do it.
Fix your blogging mistakes!
Your blog could be a serious source of business, new and recurring, provided you optimize it to attract and engage the right audience. The ideas on this post present a great way to get started.
What would be the first step you want to implement from this list?
Disha Dinesh is a Content Writer at Godot Media, a leading content agency. Her interests include social media and content marketing. When sheâs not writing, sheâs on the hunt for social media trends and inspiration.
Photo on Visual hunt
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