Let me guess, your business blog isn't exactly panning out how you expected. You might be generating views, but people aren't flocking to your posts, and they aren't converting...
Having trouble identifying what the problem is? Ask yourself the following seven questions.
1. Do I know my audience?
It's easy to miss the mark on a blog audience, but it's also a simple mistake to fix. Every post should target your buyer's pain points. It's your job to alleviate any concerns and issues.
Do you have your buyer personas all ready to go? Clearly define your audience and use the profiles you create to guide topics and formatting. (I've even given mine names, Ollie and Michelle.)
2. How frequently am I posting?
Hubspot did a survey of their customers and found that those that published 16+ blog posts per month earned 3.5x more traffic than those that published four or less per month! In that same survey, they also found that same group of 16+ posts per month got 4.5x more leads than their 4 or less counterparts.
Use the info above to plan your editorial calendar accordingly. But, not at the expense of quality!
3. Is there enough variety on the blog?
When it comes to blogging, to much of the same thing can be B-O-R-I-N...zzzzzz. Variety is key.
To ensure that you keep your audience engaged over the long-haul, experiment with your strategy:
If you don't provide the info your audience needs, they'll be sure to turn somewhere else. So, by casting a wider net, you can attract multiple varieties of readers.
4. Is my information true and credible?
Did you know only 26% of respondents in an Insight Marketing Survey found advertisers and marketers to be trustworthy, ouch!
Your readers won't hesitate from doing a little research on their own, which means that you need to fact-check and cite information. Can't find any data? First, look through your own archives. Marketers track everything, so why not use your own experiments as a case study. You could also reach out to thought leaders in your industry/market to strengthen your argument.
5. Are you using a keyword focus?
Include keywords and phrases in your posts that they're interested in to help readers find your blog. Search engines are looking for natural language, which means your posts should be written in a conversational tone.
You have two options: short tail and long tail.
When you're first starting out, aiming for long tail keywords is smarter since you'll have less competition despite the lower search volume. After you've been blogging for awhile, you should focus on both. Your domain will have built some decent search authority making it easier to rank for competitive terms.
6. Am I including the right CTA?
Each blog post that you write is an opportunity to move your audience into the next stage of the buyer's journey.
But it's more than just including a CTA. You should only include a CTA that aligns with the content on the page in which it lives to further drive conversions. As you continue to expand your library of resources, this process will become increasingly easier.
7. Where else can I distribute this information?
Hitting the publish button is just one option for distributing content. You need a distribution strategy that complements your content strategy. You could write a guest post on an influencer blog, an article in a trade publication, message on social media or presentations on slideshare.
If you're still trying to answer where to publish, look at your marketing analytics. You can double down on the ones that are seeing the most success and weed out the ineffective ones.
Business blogging success won't happen overnight. Answering these questions will help you leverage the success that you have seen and evolve it into something even better! Plus, it will help you grow in the long term.
Got specific questions about blogging? Please leave a comment below and we'll get back to you. Throughout the month of September, we'll be focusing on "Back to Blogging" basics and related topics.