People are always waxing lyrical about the importance of blogging for your business. But what if you’ve started blogging and you don’t feel like you’re seeing any benefits? Perhaps you’ve proudly posted your latest masterpiece, but it’s hardly got any views? Well, there are a few reasons what that might be. Let’s take a look.
1. You haven’t promoted it properly.
People aren’t necessarily going to see your posts just because they’re live on your website. Particularly if it’s not the main way you reach your customers. Promote your blog post on social media, in your newsletter – however you communicate most with your customers – to get the word out there and get your post seen.
2. It’s not optimised for search engines.
If you’re blogging and not SEO-ing, you’re missing a trick. Search engines are a great way to get your content in front of new people who might not be familiar with your brand. Implementing a few optimisations to your posts can help them show up in search engine results and get more views.
3. You weren’t clear on the purpose before posting.
So your blog post isn’t working – but what did you want it to achieve? Is it a lead magnet? Were you looking for engagement? Brand building? Some of these things are hard to measure, but it doesn’t mean the blog post isn’t adding value. If you’re clear on your content purpose, then you can also decide what stats and outcomes you need to monitor. A post might perform poorly in search engines but get lots of views from people who’ve come to your website through social, who’ve then gone on to make a purchase.
4. It needs more time.
Sometimes, content takes a while before it brings you the results you’re looking for. If you want organic traffic through SEO, the post needs to be indexed by Google, and then it can take a while to rank. Or perhaps the topic you’ve written about will become particularly relevant at a certain time of year. While it might not perform well at first, a few months down the line you might find it’s much more popular. Sometimes it’s a case of having a little patience.
5. It’s not part of a broader content strategy.
Content is time consuming to create, so you want to make sure you’re strategic with it. A standalone blog post with no overarching strategy isn’t going to have as much clout as a blog that’s part of a clear strategy. Plus, a strategy will help with some of the other points above, such as defining the purpose and being patient when it comes to expecting results.
Blogging is a long game, but if you’re persistent and consistent, then it can be super beneficial for your business. From helping to create trust and engagement with your customers to boosting your SEO performance and raising brand awareness, stick with it and it can really pay off. If you’ve got the resources to get blogging, it’s definitely worth having as part of your marketing mix.