Five reasons your business blog is not generating leads
A business blog offers several benefits that directly and significantly impact business growth. It’s a valuable tool that, when used strategically, will enhance marketing efforts and drive inbound business to the company website. However, there are key reasons why your audience will not read, share, and take action on your blog.
1. You are not spending enough time researching relevant valuable content. Your business blog should be a best reflection of your thought leadership and industry expertise, carefully written to showcase your knowledge and influence, and complemented with internal and external links relevant to the topic. Most important, your blog should provide information your audience wants and needs. Finding content relevant to your audience requires research about your audience to identify important triggers and information needs. There are several online tools available to help find content.
2. Your content is vague and disorganized. To further enhance content development, use an editorial calendar as a story board to organize the content of the story. Pay attention to formatting. Audiences have short attention spans and by formatting blog content to include subheadings or lists, it makes it easy for the audience to determine if the content is relevant to them. This leads to another important strategy with subheadings: put the best subheading first. When creating blog subheadings, spend as much time as you would writing the blog title and share the most important, valuable subheading first. Being too vague with content is also a reader turnoff. Answer the questions who, what, where, when, and why with your content.
Vague content: Your blog posts should focus on content.
Valuable content: Your blog posts should provide information your audience wants and needs. Use these strategic tools to help you find relevant content.
3. You are not adequately promoting your blog. Some readers won't read your blog because they don't know about it. If you spend the time necessary to create an informative, information-rich blog, spend the time necessary to promote it. Effective headlines are essential with blog promotions. When promoting a blog across digital channels, include tag lines that showcase the best content in the blog, capture the readers’ attention, or relate to social triggers.
Sample blog topic – Five ways you help thieves steal your identity
Facebook blog promotion don’t:
Read our latest blog post about identity theft here.
Facebook blog promotion do:
You just gave an identity thief your bankcard password and here’s how.
Do you see the difference? Which status update would trigger you to click on the related link? Promote your content more than just once on each platform, and use strategically written promotions that touch on various key components of your blog content.
4. Your blog calls-to-action aren’t driving readers to action. As you craft your blog post and include relevant internal and external links, consider the action you want your audience to take. Your blog post should slowly lead your readers to the action. This doesn’t mean that every blog post should lead your audience to your sales page, it means the post should provoke action to support the overall marketing plan objectives. Your call-to-action asks your readers to perform an action like soliciting comments, soliciting their feedback or expertise, sharing the story with their circle, or downloading a template, tool or whitepaper you offer. A series of blog posts might lead your audience through steps that build a relationship.
5. You are not optimizing your content for relevant searches. In addition to promoting your content across your marketing channels, your content should include relevant keywords, both short tail and long tail, to drive organic searches to the content. Your keywords should fit within the blog story unnoticeably.
What business blogging blunders can you add to this list? Share the worst mistakes you’ve seen in a comment below.