You’ve spent money and time designing your company’s blog and adding content. You may have even launched a marketing campaign to create visibility and generate traffic. However, instead of seeing a crush of qualified prospects rushing to your glorious blog, you hear virtual crickets chirping. What’s going on? Most likely, it’s the result of one, some, or all of the following problems.
All customer-facing content needs to answer the all-important “what’s in it for me?” question. That is, it must answer your customers’ questions, provide them with relevant information, solve their problems, and so on. If you aren’t ticking all of these boxes, then your blog is over-promising and under-delivering. Folks who stop by are (very) unlikely to ever return, and they certainly won’t tell people in their personal and professional networks to drop by.
Running a successful blog is like being healthy: it’s not a set-it-and-forget-it thing, but rather an ongoing commitment. If you aren’t regularly pushing out a steady stream of quality content, then your blog can’t (and never will) fire on all cylinders.
Optimizing your blog for carefully selected keywords is a smart idea since search engines are ideal gateways to pull in quality traffic. However, if you’re overdosing on keywords (a.k.a. keyword stuffing), then you aren’t just ticking off Google and Bing, but you’re turning off customers as well. For example, if you’re optimizing for the keyword phrase “violins for rent” and it’s appearing 20 times in a 400-word blog, then you need to up your SEO game or hire a qualified agency to help you out ASAP.
If you aren’t telling your fans and followers on Facebook, Twitter, LinkedIn, Spiceworks, Instagram, or any of your other social media channels that you have fresh new content for them to consume, then you’re missing out on a major marketing opportunity. Fortunately, this is one of the easiest (and cheapest!) things to fix.
Last but not least, your content strategy needs to be focused instead of frenetic. That is, you need to target themes and topics that are relevant to your customers, and also that aligns with your brand and messaging goals. Some business blogs make the mistake of being all over the map, which is like having a bunch of musicians in an orchestra playing different songs. Instead of harmony, the result is a headache.
Avoiding or fixing the above errors will go a long way to ensuring that your business blog is a profitable asset instead of a costly liability. And that’s what it’s all about, right?
If you are interested in even more business-related articles and information from us here at Bit Rebels, then we have a lot to choose from.
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