Why your business’s blog sucks
Blogging has been a ‘thing’ for over 20 years. In 20 years a lot has happened and yet at its core it is still mostly the same thing. However one of the biggest changes is the sheer number of blogs out there.
There are a lot of blogs, and most are bad, so don’t feel too bad if yours is too.
It can be difficult to say exactly how many blogs are out there, with new ones being created and others being abandoned daily. And with the introduction of microblogging, the waters are further muddied, but conservatively it is in the 100s of millions. That’s enough for everyone in Australia to read 4 blogs with no two people reading the same one.
The sheer number of blogs out there is probably the biggest factor to why your blog sucks. Your blog isn’t just a needle in a haystack – that would be a dream situation! Your blog is a needle in an ever-growing pile of needles that don’t look particularly different from each other to an outsider.
How does anyone find your blog, and if they do find it, why would they want to read it, and if they do read it – do they get enough value to come back?
It’s low effort
A common situation is where the business owner feels like they ‘should’ write blogs, or the in-house marketing team or copywriter has been told to write blogs – but it’s not the main role for either of them. So they have to fit it in around everything else that is more important, and so blog posts are something that is ticked off as something on their to-do list but there is no real effort or commitment to making the post the best post on the internet for that topic.
It’s low value
If a post is low effort, it’s probably not going to provide a whole lot of value to the reader. It’s the type of post you click on because the title sounds interesting, it takes you 5 minutes to read and at the end you didn’t really get anything out of it so you go back to what you were doing and forget about it.
Great content provides real value to a reader, and is memorable because of that. That is what builds an audience over time and provides all the benefits which are the reason you do content marketing, like building authority, trust, and loyalty.
Even if you put a lot of effort into creating the content, sometimes the effort goes into everything other than having the content deliver value. The post is well-written, no typos, great tone of voice that matches your brand, it’s pretty – but it says the same thing 20 other blogs say and doesn’t add any real value to the reader.
There’s no purpose
Don’t blog for the sake of blogging, because everyone says you should. Before investing any time producing content, have a think about why you’re going to produce content and what you want out of it. Content marketing has many benefits, you can:
- position your brand as an authority
- build trust with your readership
- shape and strengthen an image of how you want your brand to be seen
- use content to solve objections and issues at different stages of the buying cycle
- drive traffic
- to convince or create discussions
- and much more…
But you have to know the reason you’re producing content, otherwise posts will chop and change style and it will be hard to build a loyal following. You also won’t know how to best measure your efforts and will one day stop producing content when you get busy or do the next thing everyone is talking about.
It’s the wrong content type
Content marketing is quite a broad term, and there are many channels to broadcast your content. This can include visual content like infographics, video content, podcasts, articles on your blog, articles on other blogs, magazines and more. Don’t think that all content has to be a 500 word blog post housed on your website blog. Depending on your audience, your brand, and what you have to say – different strategies will suit different businesses.
You’re not promoting it the right way
Far too often brands develop content, it could even be great content, then they send it out into the world by posting it on their social channels and expect it to go viral. It’s extremely rare if you earn any decent amount of links, shares, likes, comments and anything else of value by only sharing it on social once.
If a piece of content is good enough, you should spend just as much time promoting it as you did writing it. Of course, email out to your database and share on social, but also think about how else you should be promoting this. What industry leaders should you share it with, what blogs/publications have shared and linked to similar (but not as good) posts to yours?
Does your blog suck? Be honest now… would you read it? Stop wasting time, or decide to do it properly and invest in the amazing benefits that come from content marketing done right.