You likely found today’s article because you’re blogging for business efforts are falling far short of expectations. It is extremely frustrating when you are working hard to publish unique and valuable content, but it is not translating into more leads or sales. However, the issues are very likely not to the quality of the writing, nor the information you are sharing. In most instances, the problem comes down to the strategy or the lack thereof. Below is a list of the common and simple reasons why many blogs don’t work.
Why Your Blogging Isn’t Working
1. It Is Not About You, It Is About Them – Blogging for business is about feeding consumer demand for valuable content. However, the term “valuable” is subjective and based on your ideal customers wants, needs, goals, and values. Moreover, it is important to avoid “shop talk” unless it is part of your customer’s vernacular, which is more likely with B2B than B2C.
2. Your Content Is Not Aligned With Your Principles – Your brand is far more than just your logo and color scheme. It is what potential and active customers feel and believe about your company. So, it is vital that customers receive a consistent brand experience. If your blog content does not “feel” like you, or does not represent the values associated with your company, it will not work.
3. The Blog Content Is Not Guiding Action – Each blog post must be written with the desired action in mind. This can be inspiring a social share, newsletter sign-up, quote request, or some other action. However, you need to provide visitors with conversion opportunities by including calls-to-action, contact forms, and links to landing pages. Don’t expect that a single “contact us” page is enough.
4. Your Web Design Provides Poor User Experience – First and foremost, your website requires a responsive design so that visitors have a consistent experience regardless of the device they are using. Moreover, a web designer must create a logic path for visitor’s to follow. Your website may seem stunning, but it must be uncluttered, easy to navigate and work for your visitors.
Do you have questions? What haven’t we covered yet that is important to you? If you would like to talk about the reasons why your blogging isn’t working or a related topic, please contact us.