So, you’ve added a blog section to your business website and you’ve started writing some content for it. You check Google Analytics and one person has read your post. You know it’s definitely your mum because she called you to let you know that she loved it. Because she’s your mum, she’s supposed to love it. You write a couple more posts, share them on social media, and still nothing. What the heck is going on?! Why does no one give a damn about the blog you worked so hard on? The hard truth of the matter is, barely anyone is going to read your company blog if you’re making the mistakes we see over and over. If you really want people to read, share and engage, then you need to stop committing these cardinal content crimes.
There. We said it. We’re going to kick off with the one mistake we see over and over again. Your blog content is seriously dull. Perhaps you’ve been told that you need a blog for SEO, so you’ve been writing content focused on keywords. Boring. Maybe you just don’t know what to write, so you’ve been discussing your latest 10% offer in great detail. Boring. If you want people to engage with your content, then you need to make it fun.
The internet is flooded with millions of blog posts being written every single day. In fact, there’s a live counter of how many have been written so far today right here. So, what makes yours any different? Bring your personality into your content! Write with a voice! How do you talk to your friends? Are your customers your friends? Do you want them to be your friends and buy stuff from you? Use that voice and people will be far more interested in reading what you have to say. Even if you’re writing about something super serious, that doesn’t mean you have to be utterly devoid of personality.
You’re writing for the wrong audience
So, you run a photography company and your blog is filled with content for…photographers. Oh. Are they your audience? Are they going to buy from you? Nope, soz. If you’re writing about industry news, then the only people that are likely to read your post are going to be competition. Put yourself in the shoes of your ideal customer. What kind of things do they want to read about? If you’re a wedding photographer, how about some content on how to feel comfortable in front of the camera on the biggest day of your life (I wish I’d read this before my wedding day). If you’re a cupcake maker, how about the best cocktails to pair your cupcakes with? I’d read that. Every. Single. Day.
Don’t just stick to one strict niche, either. The reason we work with our clients to turn their blogs into more ‘online magazines’ is because it works! Just because you’re a fashion brand, doesn’t mean you can’t talk about beauty. Just because you sell delicious cupcakes, doesn’t mean you can’t talk about other food and drink topics. Make your blog a destination for your perfect customer, and they’ll keep coming back. The more they come back and fall in love with that voice we talked about earlier, the more likely they’re going to want to buy from you.
You’re not sharing it in the right places
Okay, so you have written an incredibly fun blog post and you’ve made sure it’s the kind of thing your target market would love. You’ve shared it on Twitter, and no one has clicked. What… Why?! Well, is this where your audience hangs out? Or are you more likely to find them pinning on Pinterest and scrolling through Insta? The key to good blog content promotion is knowing which channels will work for you.
For B2B businesses, LinkedIn and Twitter will work best. Creative companies flourish on Instagram and Pinterest. And as for Facebook… Well, that all depends on what ol’ Zucks has done with the algorithms that day. Do some research into where your perfect customer hangs out and dedicate your time to those channels. Don’t stretch yourself too thin and then be disheartened when you’re not getting any clicks on your company blog.
Google hates you
Along with social media marketing, you could also bring in traffic through search engine optimisation (SEO). This is especially the case if you’ve written something truly epic, that provides value. However, if you’ve just botched together 300-words on nothing much in particular, then don’t expect to see organic traffic flooding in. Now, as already mentioned, you shouldn’t be writing solely with Google in mind. This makes for boring content. You should write something that people will genuinely find interesting, want to share, and learn something from. If there just happens to be a couple of keywords in there, then cool!
If your company blog is filled with content that is written for keywords, Google will cotton on. However, if your content is valuable, insightful, and seriously darn interesting, then the organic traffic WILL come. No, it won’t happen overnight, but it will come. Remember, Google is always indexing and ranking content. That blog post you spent time (or money) on will always be there, hopefully working its way up the rankings.
Many of the sites we’ve worked on are getting organic traffic months and even years after the content was posted. Google is no short-term fling; they’re in it for the long haul (wink). At the same time, you should also post consistently if you want Google even to bother looking at you, so keep that blog updated on the regular! According to Hubspot, companies who post 16+ blog posts per month receive almost 3.5x more traffic than those who post 0-4 per month – which probably explains why our Content Powerhouse Package is so popular!
There we have it; four key reasons why no one is reading your company blog. If you know your content isn’t boring, then perhaps you’re writing for the wrong audience? If you know you’re writing for the right audience, then perhaps you need to focus on where you’re sharing it? Make sure you have all four of these boxes ticked if you want that blog to be worth your time or money.