Your blog is one of the most effective marketing assets you have—or at least, it is if you can get it off the ground.
According to research from Hubspot, companies that blog generate 55 percent more website visitors, 97 percent more inbound links, and have 434 percent more indexed pages compared to companies that don’t blog. Yet, many businesses are allowing their blogs to fail.
To achieve the results you’ve always wanted, it’s important to identify the reasons why your blog is failing and get it back on track. If you’re asking yourself, “why is my blog failing,” here are seven reasons we think it might be and how you can fix them:
You Never Set a Goal for Your Blog
What is the purpose of your blog? Is it to rank higher in Google? Generate more leads?
Without a clear goal, your blogging is going to be directionless. This will inevitably lead to fragmented and unorganized blog posts that don’t accomplish anything and that won’t build a solid readership.
The Fix: Set goals for your blog and establish your key metrics to track and access your blog’s performance. For example, if your goal is to build authority in your niche, you might consider creating an infographic with original research that other websites will link to.
You can also demonstrate your expertise by offering an eBook as a content upgrade, which is also a great way to build your email list and alert readers of new blog posts.
One of the biggest reasons why some blogs never get off the ground is due to inconsistency. You must blog on a regular basis if you want to keep your momentum going and retain your loyal blog subscribers.
If you’re posting three times per week and then miss an entire week, you are damaging your brand’s reputation and disrupting your subscriber’s expectations for your blog. Your regular readers need to view you as a reliable and trustworthy source of information.
The Fix: Create a content calendar and begin scheduling your posts weeks in advance. You could plan content farther in advance than a few weeks, but this might not work in an industry that is quick to change. Check out Content Marketing Institute’s free editorial calendar tools and templates to get started.
Your Content Isn’t Resonating with Your Audience
If you haven’t done the necessary research on your target market, then this will show in your blog’s content. To create content that resonates with them, you must know who they are, what words they use to describe things in your niche, and what topics interest them the most.
The Fix: First, find out who your customers are. Once you know basic demographic and geographic information, you can dive deeper and use attitudinal research to uncover greater insight into your customers.
Also, build customer personas to fuel your content creation. This will help you create targeted content that engages your audience and drives the right kind of traffic to your blog.
Your Content Isn’t Share-Worthy
Everyone wants their content to go viral, but few content marketers seem to know the recipe for creating share-worthy content. To widen the reach of your blog, you need to know a few tricks of the trade.
The Fix: Use visuals in your blog. Over 90 percent of marketers currently use visuals in more than half of the articles they publish. Why? Because they are extremely effective at grabbing consumer attention and increasing social shares.
Don’t forget to add social sharing buttons on your blog. Make them easy for your readers to find, whether they are on mobile or desktop. These small details can have a dramatic impact on the virality of your content.
You Don’t Know SEO
You’ve made your content easy to share, but have you optimized it for maximum visibility in search engine results? To give your content the visibility it deserves, it needs to be optimized for SEO success.
From performing keyword research to using internal and external links in your posts, there are a few SEO best practices that you should know to get the most out of your blog.
The Fix: You don’t need to learn every SEO tactic under the sun to optimize your blog content properly. However, you should understand the basics and stay up-to-date on SEO best practices.
Recommending an SEO guide can be tricky because the world of SEO changes so fast. Still, Moz has a good beginner guide and updates their content regularly. Be sure to read a few popular SEO blogs (such as MarketingLand) to round out your knowledge and ensure that you are using the latest tactics.
You Don’t Collect Emails
If you aren’t collecting emails from your blog, then you are missing an important opportunity to engage your readership and build a loyal following. By collecting emails from your blog, you can send targeted emails to those who have already expressed interest in your blog and alert them to new blog posts.
The Fix: To collect emails on your blog, you will need to choose an email service provider (ESP) such as MailChimp or Aweber. A good ESP will allow you to easily create and place an opt-in form on your blog.
The work isn’t done once you’ve successfully captured their emails addresses. Don’t forget to keep them engaged with nurturing emails that have compelling subject lines to give them reasons to come back for more.
You Want Quick Results
Sorry to be the bearer of bad news, but building a successful blog doesn’t happen overnight. It takes time to figure out what your readers like and to come up with the right themes and angles for your blog content. This is doubly true if you’re in a tough niche that forces you to get creative with boring topics.
The Fix: Give your blog time to gain traction. It could be weeks or even months before you start seeing results.
It seems like a long time, but this effort is well worth the wait. Keep producing high-quality content and you will be rewarded with gradual improvements in traffic and revenue.
No matter what some content marketers may say, blogging is hard work—especially if you’re working with limited time and resources. But this shouldn’t stop you from continuously trying to improve your blog.
Sharing high-quality content with your audience is one of the most effective ways for you to build trust with them and achieve content marketing success. Take the steps to diagnose what’s going wrong with your blog and soon enough, you can turn things around and start seeing results.