Is Your Company Blog Not Working? Here’s 5 Reasons Why

Is Your Company Blog Not Working? Here’s 5 Reasons Why

Content marketing and blogging have proven to be effective digital marketing methods. Done right, they can generate leads and convert people to the next stage of your marketing funnel. Yet, plenty of company blogs completely struggle to meet their content marketing goals. For one reason or another, they fail to find the right audience — or, for some, any audience at all. Other blogs earn plenty of traffic but lackluster conversion numbers. Still others have myriad issues of their own related to various mistakes in strategy, positioning, site design and more. To help you pinpoint where your issues may lie and how you can improve your blog performance, we have come up with five reasons why your current blog may not be working. These observations come from common company blog mistakes in the industry and how the top blogs fix them to find success. You Don’t Have Your Target Audience in Mind Before you write a new blog, you should always stop to check in with your audience goals. Namely: who is this blog for? Consider your ideal target audience based on who you think will help you succeed in your business goals. If, for instance, you are a B2B software company, you may assume that your audience has at least a small level of expertise in your line of work. But if you are a financial services provider to a typical consumer, then you are going to have to cover even the most basic concepts to ensure your audience can keep up. By the same token, you have to think about things your audience would be interested in...
3 Blogging Blunders That Wipe out Content Marketing

3 Blogging Blunders That Wipe out Content Marketing

Blogging Topics Too General Poor Writing Some businesses believe that the expertise they provide will make up for any shortcomings in writing ability. This simply is not the case. Individuals lose faith in business owners if a blog looks like it was written by a high school student. It is essential to know one’s limits, and if good writing is not in a person’s expertise, they should hand off the task. Writers can be found through other blogs. Most guest authors have their contact information at the bottom of the post. Focusing On Broad Topics One slip-up that many beginner bloggers make is creating blogs that are too broad. “How to do SEO Marketing,” for example, may seem like a terrific title, but everybody knows the entirety of SEO will not be learned in a single blog. People want more targeted information, and local companies should give it to them. Instead think of the broad topic as part of a series and focus on what each part of the series would include. A bait and tackle shop, for instance, could make a blog called “How to Clean a Catfish” rather than “How to Catch a Fish.” The broader subject might attract a few clicks, but focusing on consumers’ specific needs is the better gamble. Publishing Just To Publish Companies need to publish on their social media pages daily, but they don’t need to post blogs this frequently. This gets to be a problem when a business starts to provide minimal value in their posts just so they can have something up daily. Blog routinely, but only if the post...