Why Your Company’s Blog is Not Working

By: David Tile| Founer @ Article-Writing.co

Posted On: June 22, 2017
If you’ve got a blog for your business, driving results is on your mind. Having your blog is only one small piece of what it takes to see benefits from it. You also need quality article content writing.

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 article content 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 to a custom article content writing service.

Blog content marketing is exactly that–marketing. 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 Ready

It all starts with who you’re writing for. If you know your audience and produce article content writing 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.

You’re Hosting Poor Quality Content

If the article content 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,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:

  • 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


You’re Picking the Wrong Topics

  • 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 article content writing hasn’t been customized to suit your business
  • The outcome isn’t useful or helpful to your reader

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, 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 producing your article content 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.


You’re Hiding Your Blog Content

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 article content 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 article content writing services offer a full arsenal of vetted writers that know the ins and outs of blogging for your business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.