Why no one reads your company blog

Opinions expressed by Contractor the contributors are theirs.

It’s common for entrepreneurs, marketers, and other business personalities to embrace the benefits of content marketing. They tell you to create a great blog, optimize for some SEO keywords, and build links. Over time, they say, you’ll attract more people to your website through a combination of more loyal customers, an increase in your organic SERP rankings, and higher social media visibility.

Related: Increase your marketing reach with Google SEO and SERPs doing the heavy lifting

I can personally attest to these benefits, as I have seen them manifest in many businesses. But I’ve also met business owners who practiced content marketing only to find that their web traffic remained stagnant.

In other words, no one reads their blog.

why is this the case? And what can you do about it?

Fortunately, if no one reads your company blog, the effects can usually be attributed to one (or more) easily identifiable factors.

It’s not original (or: someone else does it better)

First, and most often, your blog may not be original. In other words, someone else is already doing what you do, only they do it better.

If there are several other businesses with blogs similar to yours, you can’t expect yours to get more attention. Your readers probably see you as an inferior knockoff or carbon copy of those other blogs. If those other blogs have more history or a more dedicated readership, you’ll never win people over.

Related: Why Every Brand Should Have a Blog

To solve this problem, you need to find a way to make your content unique. There are several ways to do this, such as:

  • Topics: You can cover a topic that no one else has covered. It’s hard to do in narrow industries, but you can always try to expand. Research industry news and changes. Try to be the first person to cover these new topics.
  • Takes: If there are no new subjects to find, consider providing a new take. How do you see this topic differently? Do you have a different opinion on this? Do you have new data to provide?
  • Angles and aesthetics: You can also use a unique angle or aesthetic to differentiate your work. Sometimes even a different tone of voice or a different rhythm is enough to convince people.

It’s too self-promotional or manipulative

People (and search engines) want to see natural, authentic content. If your work is seen as overly promotional or inauthentic, it will work against you.

I see it most often in companies that try too hard to promote their own products and services. For example, let’s say you’re an auto mechanic and you’ve just published a new article. Two-thirds of your article is devoted to encouraging people to visit an auto mechanic regularly. There are also three calls-to-action (CTAs) urging people to book a date. If this article forms people’s first impressions of your brand, they’ll think you’re desperate to win customers, even at the expense of the quality of your content.

It’s low quality

Speaking of low quality, your content work may not be, for lack of a better term, good enough.

Content quality will always be somewhat subjective, but here are some of the biggest issues holding back business blogs:

  • Spelling, grammar and typographical errors
  • Poor or inaccurate research
  • Clumsy sentence
  • Difficult readability
  • No clear point

You don’t provide enough details

Generally speaking, longer content works better in the world of SEO and digital marketing. There’s also a place for short, concise content – but if you want to capture a wider audience, at least some of your work needs to provide exhaustive detail. It is often better to have one complete piece than several unsatisfactory small pieces.

You don’t promote it

It’s also possible that you have an amazing, high-quality blog in place. But because no one has heard of it, no one has had the opportunity to enjoy it. No matter how talented you are, you’ll need to spend at least some time promoting your own blog through social media, word of mouth, and maybe even paid advertising.

Measurement and analysis

A more important note here; If you want your blog and content marketing strategy to be successful, you need to commit to continuous measurement and analysis. It’s good that you know that your traffic levels are currently stagnating, but will you notice if they start to increase? Do some of your posts get more attention than others? What tactics seem to work? Only by studying these differences and learning from them can you continue to improve your efforts.

Related: Here’s how entrepreneurs can write a powerful blog

Content marketing is not a switch you can turn on to immediately start seeing more web traffic and better results. It’s a strategic approach that takes months, if not years, to perfect. Stay patient as you learn more about your audience and competitive landscape — and be prepared to make the necessary investments to take your content to the next level.

About Dora Kohler

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