Why Your Blog Isn't Working And How To Fix It
We all know how important blogging is to business. Not only is it a great way to get yourself out there and create meaningful conversations with your right people, it's also an ideal venue for offering content marketing and gathering new followers. But what happens when you're spending hour after hour creating content and your efforts are falling flat?
Does this sound familiar?
You've got great ideas and a drive second to none. Fueled by your favorite latte and a passion second to none, you pour yourself into your blog, and you wait, only to crumple under the weight of underwhelming analytics.
You built it, and they aren't coming. So, now what?
Here's a list of some common blog blunders web writers are committing every day, and how to fix them.
1. Your content is too complex
In this age of 'too much information' it's easy to get overwhelmed. That holds true for you readers, too. In an effort to avert 'information overload' and confusion induced overwhelm, strive to offer one idea and one call to action in each post.
2. Your content is too simple
There's very little out there that isn't instantly discoverable with a few keystrokes. But so much of it is the same old generic thing, time and again. Bloggers run into trouble when they start reiterating what others are already saying and doing so 'safely'. That is, they're not expounding upon the obvious and offering something insightful and different. If you want to attract a loyal legion of readers, you've got to offer something uncommon. Something only you can. Your readers are there because they want to hear from you. What has your experience taught you about a particular topic, and how it can help them? They want your perspective. Give them something that they can't get anywhere else, and you'll grow your readership more quickly than you ever thought possible.
3. You're writing for everyone
You don't have to be in sales to have a niche. As a blogger, your readers, those who are excited to see what you've got to say, are your right people. Write from the heart and your passion will shine through, making your post much more enjoyable to read. Your audience will be able to follow along and join in your enthusiasm, thereby making the post more resonant. Quality over quantity is the way to go, even in the blogosphere. Don't churn out content that feels forced. Stay true to your ideals, your virtues, your convictions, and your voice. Your readers will love you all the more for it.
4. You're a One-Way Street
When someone lands on your blog, it's safe to assume they've arrived seeking help. Whether it's information or a solution they seek, they're there because they want to improve something. As the author of the blog, it's great (and important) for your audience to feel comfortable and familiar with you. But, be careful here. You may think if you tell your audience enough about yourself, that you'll find more and more kindred spirits. Or that your stories will resonate with the right people and they'll be at the edge of their seat waiting for the next anecdote. But the reality is, your right people - all people, for that matter - want to know what's in it for them. So while it's great (and important) to share a bit about yourself and tell your story, just remember to frame it in such a way that it will resonate with your right people and makes them confident in your abilities. Tell them just enough about yourself to help them understand your story and your qualifications, and how that allows you to offer what others cannot. Then, involve your audience. Engage them. Ask for feedback. Encourage comments. Make them feel like part of the experience.
5. You're advertising
If your blog looks like a billboard, you're doing it wrong. Do you have to make money to stay afloat? Of course. But you've got to be able to show your readers how you can help them before they'll be willing to part with their precious funds. Show them that you're in vested in their success by sharing high quality, valuable content. Then, offer a product or service for sale to enhance their experience and you're golden. You can also look into creating some passive income streams to help you earn a little extra cash on the side. Don't convince them, connect with them. When you can do that, you'll find people who are excited to give you their money in exchange for your offerings. True story.
6. Your blog isn't mobile responsive
This is a bad thing for two reasons. First, Google and other search engines have begun to give priority to mobile responsive sites. That means, if your site is not mobile-friendly, you get pushed down in the searches. And second, if your blog isn't easily viewable on the millions of devices being used to access the web, you're losing people. No one wants to have to work to read. So, if your site doesn't format well with their device, you've lost them- maybe for good. Wordpress has some great themes that are pre-programmed to be mobile responsive, so you don't have to do a thing bring your blog to life across mobile devices everywhere. Check out some ideas on Studiopress and DIY Themes.
7. You're "Anti-Social"
If you're counting on blog visitors and newsletter subscribers to keep your numbers afloat, your analytics will remain steady, at best. Your existing readers are already on board. In order to grow your list and your presence, you need to get your information in the hands of new people, and lots of them. The more the merrier. By publishing your content across a variety of social media platforms, you'll be able to cast a wider net, reaching exponentially more potential visitors. Retweets, Facebook shares, Pins, Instagram shares are priceless. You can also republish some of your writings on Medium. It's my new favorite digital newspaper (aside from ours, of course!) We're on there, come follow us! Too busy for social media? You're preaching to the choir, sista. In order to avoid the distraction of having to remember to post something to Twitter, Facebook, etc. every day, I turn to social media scheduling tools. I usually have my editorial calendar done weeks to months in advance, so I know what's going to post and when. I'll spend a single sitting scheduling posts across various social media platforms. They automatically go live when they're told to- on the same day that the new post is released. HootSuite has been invaluable to us in helping with these (dreaded) tasks.
8. You're Missing The (Newsletter) Boat
Here at The Mogul Mom, we make it a habit to post at least once a week. We know our readers are busy and may not have the time to stop by as often as they'd like, so we make it easy for them by providing a synopsis of the previous week's post(s) in our 'Weekly Roundup' email. We recommend MailerLite as a third party mailing provider. They're affordable and have a lot of functionality. Because statistics show that email newsletters are opened most often on Tuesdays, we send ours out on that day. Surveys we've done with our readers indicate overwhelmingly that they prefer a single email per week as opposed to several. And so we oblige. This weekly summary lets our readers choose what they want to explore further without a lot of clicking around. It also saves them the time of having to stop by the blog every day searching for new content. Since we started this new format, we've seen a boost in both engagement and in new subscribers.
9. You're Slacking
Bloggers run into trouble when they leave large gaps of time between posts. It's the internet, and people are impatient. If you go AWOL, you're apt to have some reader drop-off. You don't have to blog every day, but you should definitely keep the fresh content coming. Even when you feel you don't have something worthwhile to say, pop in with at least once a week with something new. If you're finding yourself at a loss for content, you can check out our all new free resource, Write Away. It's a collection of 52 done-for-you blog post ideas applicable to just about any industry. And they're not what you might think. Get your free copy, right here. Finding quality information amid the static can feel impossible. When we do find it, it's bliss. That's why it's so important to make your blog a place worth visiting. Respect your readers limited, valuable time by providing them with all the right stuff, and they'll return time and again. That's a promise.
What are you doing to keep your blog as a top-of-mind choice for your right people? Let us know in the comments.