Tara Crutchfield, Senior Writer, Article-Writing.co
Your blog should be written by someone who knows how to use it as a marketing vessel. They should know what mistakes to avoid and that the components to make your blog a success aren’t limited to great writing. It takes audience relation, keyword research, a compelling point related to your niche, and a clear call to action.
If you aren’t seeing an ROI from your business blog, which come from new leads, conversion, increased traffic and rank, you should consider letting your blog change hands.
Blog content marketing is exactly that–marketing, and it can and should be measured for its success. Here are a few reasons your business blog isn’t working.
You don’t understand your reader
It all starts with who you’re writing for. If you know your audience and produce content tailored for them, you’ll retain their attention and earn their business.
Your target audience should be your priority. Know them, know what they want, what they’re searching for and give it to them.
An article by Webhostingsecrets.net gives 12 in-depth ways to understanding your audience. Some of the more poignant points made in the article were to think about your ideal audience and do research on them. You can also look further into your niche via niche-specific forums to discover what your target audience is looking at and finding interest in.
Your business blog may be killing it in the content department, but if it’s falling short in this area, it’s all for not.
Poor Quality Content
If the writing for your blog is lackluster or the content is irrelevant or directionless, it’s just a waste of space on your site. Your readers should come away feeling like they got something out of your content, and with a more vested interest in your company and be compelled to share your content.
Well-written, custom content is the only way you’re going to do that. Churning out the same content as every other business in your industry isn’t going to cut it.
Your problem could be one of a million, but a few common mistakes include:
- Too broad, leading to higher competition, not tapping into your niche market
- Not relevant to your reader
- Not optimized for best search results
Your content doesn’t stand out
- Repurposing old content
- Not taking advantage of trending subjects
- The writing hasn’t been customized to suit your business
- The outcome isn’t useful or helpful to your reader
The writing isn’t the best quality
- Poor grammar, spelling, or punctuation
- Message isn’t compelling/ too vague
- Not relatable to the reader
- You’re taking forever to get to the point
- It’s just outright boring
No call to action
Your business blog should be your greatest sales tool. It requires so little work from you and its ROI can’t be beat. One of the main things every blog should have is a call to action.
Jeremy Smith underlined this point in his article for MarketingLand saying, “There’s no such thing as a successful marketing campaign unless there is a successful CTA.”
Readers should be directed to act on whatever service or product you provide through a topic-relevant and persuasive CTA.
Remember, blog content marketing is what’s going to drive your results and your blog should take every opportunity to promote your business.
You haven’t found the right marketing strategy
With blogging, as with anything, you need a goal. Your marketing strategy should be like a business plan: laid out clearly, with concise means to achieve the end goal.
This can be tricky if the person writing your blog doesn’t understand how to market your brand using your blog. Each post should have a goal to achieve in the areas of gaining leads, lead conversion, improved rank, SEO for your website, or building your brand.
A few basics in your marketing strategy might include:
- encouraging email subscriptions
- planned posting frequency
- social media schedule
- Have I said CTA already?
Blog content marketing isn’t a science–it’s a process of strategy – eliminating what’s not working, and using what you know about your readers to provide compelling content that gets results.
It’s a secret
If your blog isn’t being shared on social media, or you aren’t letting your email list know about it, you’re doing it wrong.
This is a mistake plenty of companies make, generally because there seems to be this misconception that just having a blog is all you need to reap its benefits. Not true!
Everyone on your email list and your other platforms should know when you publish a post, directing them to read it, and in turn achieving the goal that was set for it. Facebook, at the very least, should be a platform used to promote your business blog. According to a study done by Pewinternet.org, 79% of online adults (68% of all Americans) use Facebook. That is a huge audience to take advantage of to drive results.
Custom writing agencies do it best
It’s not enough anymore to get your content from online mills pushing out substandard work (not that that’s ever been enough), to have an in-house writer that’s not making the cut, or to do it yourself. If it’s keeping you from other tasks and you aren’t able to give your full attention to understanding and executing a compelling business blog–hire someone that can and will.
Consider using a custom writing service and take the guess work out of composing fantastic content. You won’t have to ask yourself why your business blog isn’t working because most custom writing services offer a full arsenal of vetted writers that know the ins and outs of blogging for your business.
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