This article was originally published in Spin Sucks
By now, most companies understand they need to harness the power of social media and content marketing.
You’ve talked to enough marketing gurus and experts to know blogging can be a powerful way to expand your online presence and communicate thought leadership.
So you upgrade your website, include a WordPress blog, post a few recent news releases and articles, and…Nothing.
Zip. Zero. Zilch. So what happened?
Here are five reasons people aren’t reading your blog.
Your Headline is Boring
Today everyone wants to find out information as quickly as possible, and, if they are reading a blog, they are typically looking for a quick answer to a specific question.
Keep in mind they are probably not looking for YOUR blog, they are Googling a question and scanning through the search results to see what article looks the most relevant and interesting.
If you are writing about modular construction, for example, you could title the article “Modular Construction” or you could try something such as:
- Five Myths about Modular Construction
- Ten Tips for a Successful Modular Project
- Why Modular Design is the Future of Multifamily Construction
Another tip: People love tips. And lists. Combine the two in your headline and you have a much greater likelihood of having your article read.
You Don’t Have Pictures
Cue the whining about the death of long-form journalism; the fact that people don’t read anymore; that our attention spans have shriveled to the size of peas.
These are all legitimate gripes, but it doesn’t change the fact that people like pictures. Dozens of studies show photos in blog posts increase readership.
The fact is, people are bombarded with thousands of messages a day, and images are great way to get your content to stand out.
If an article pops up in your news feed, and one includes a gorgeous rendering of a luxury hotel, and other just has a headline that says “new hotel,” which one would you rather read?
You can also tag photos with text descriptions to help boost your search engine optimization (SEO), so you not only enhance visual appeal, you also help boost your search engine ranking.
Your Content is Too Self-promotional
Please, ditch those news releases.
A blog must be informational and relevant if it is to be successful. The best blogs address a “pain point” or challenge. To generate article ideas, talk to the folks on the ground. What are some of your client’s biggest issues, and how can your firm help solve them?
Once you a list of solid article topics, go back to the first two tips above (i.e. develop an interesting title and maybe even structure it in a list form with pictures).
But, you say, we need to include some shameless marketing plugs, don’t we?
Case studies are a great way to satisfy both the need to self-promote and address specific client challenges.
You Forgot to Tag your Keywords
Keywords are critical when it comes to driving more traffic to your blog. They help search engines find your article.
For each blog post, think of the main key words and phrases people would search for and include them in the headline, the first sentence, the article link, and several times throughout the content of the post.
The easiest way to ensure your keywords are optimized is to get an All-In-One SEO Pack, which is a simple plugin for WordPress.
The plugin gives you a green light if your key words are optimized, so you don’t have to guess.
You Aren’t Promoting It
Your blog is not the Field of Dreams.
If you build it, you need to promote the heck out of it to get people to come.
Share each of your new blog posts across your social media networks such as LinkedIn, Facebook, and Twitter.
If you are the author, post your article on LinkedIn Pulse, and include a link back to your company blog.
Add links to recent articles in your email signature and in your LinkedIn profile.
Promote new blog content through your email newsletter.
Last, but not least, make it easy for people to share your content by adding social share buttons to each of your posts.Tags: blogging, content marketing, Social Media
This post was written by Rebecca Devine