Blogging has become a cornerstone of small business marketing. It’s a relatively easy and inexpensive way to promote your brand and connect with your target audience. Sadly though, 80% of all blogs fail. That’s a pretty scary statistic. Here’s why so many blogs fail, and how to make sure yours isn’t one of them.
Writing to make sales, rather than writing for your audience
Probably the most common mistake small businesses make with their blogs is turning them into an endless sales pitch. By all means, promote your products or services, but never make that the focus of your posts.
The best way to get your blog performing well is to offer content that people want to read! That means answering the questions real people are asking and offering genuine value without asking for anything in return.
If you do this well enough, readers will trust you with their business when they’re in the market for what you offer. You should be using your blog as a place to educate and inform – proving that you really know your stuff in the process.
Poor quality content
You can’t expect to outrank more established competitors if you’re posting thin, poor quality content that doesn’t offer much value. To stand out and get noticed, you need to offer something special.
Here are just a few of the ways you could put better quality content out there:
- Brush up on your writing skills
- Collect useful statistics and studies to back up what you’re saying
- Create in-depth explainers, tutorials or ‘how to’ guides
- Put together original infographics, diagrams, and charts
- Add additional external media and links to other sites in your posts
- Update older posts with new info to give them new life and offer a more comprehensive resource
Failing to promote your blog
Even if your content is out-of-this-world good and covered in a thick layer of awesome-sauce, people still need to be able to find it!
Social media platforms like Twitter and LinkedIn are great free ways to do this, as you can reach a much wider audience through the use of appropriate hashtags.
If you have the budget, a paid search campaign can be useful to attract your first few readers, who will hopefully turn into subscribers and share your posts for more organic traffic.
Blogs which regularly feature fresh posts and information are a lot more likely to rank well in search results. That’s because sites that are updated regularly get crawled and indexed more frequently by search engines like Google.
Aside from the SEO benefit, posting on a consistent basis also helps boost reader loyalty, and build your reputation as an authority on the subject matter.
‘Blogging burnout’ is a pretty widespread phenomenon. One of the most common causes is simply running out of ideas, and not knowing what to post about. If that sounds like you, check out our post on coming up with killer content ideas for tips.
Another major cause is just not having the time to sit down and dedicate a few hours to uninterrupted writing. Luckily, there’s a fix for that too! Hunter & Scribe’s expert content writers are standing by to take this crucial task off your plate, so you can focus on running your business while your blog thrives!
Contact Hunter & Scribe by emailing [email protected]