Is Your Blog Strategy Guilty of Any of These 5 Flaws?
When blogging was new, the idea that you could write whatever you wanted was so novel that anyone with a good story was able to get traffic to their blog. The web is a bit more crowded these days, and if you want to get traffic to your website, you'll have to update your blog strategy by fixing these five flaws.
Top 5 Blog Strategy Flaws Committed by Businesses:
1. No Blog Content Strategy
Many bloggers have a hard time coming up with topics and ideas to share with their readers. If you are part of the minority that has a constant stream of ideas, and you like to toss them up on your blog as they come to you, it is time to rethink your approach. Just like any other marketing or advertising strategy, content marketing only works when you are setting goals and a plan to meet those goals. If you have no blog strategy at all, you cannot expect to meet any of your objectives.
2. Your Blog Looks Like a Catalog
Your blog might be a sales tool in a roundabout way, but its primary function is not to directly drive sales. Instead, your blog should gently influence readers to choose you when they want one of the products or services you offer. You also want readers to think your content is so valuable they just have to share it with their friends and family. To accomplish this, you have to be an informative, problem-solving champ--not a pushy salesperson.
3. You Don't Have Your Listening Ears On
If you have a full content calendar worked out, it can be tempting to go on autopilot and just follow the plan. Find today's date, create the content, post it, and walk away. The trouble is that you're not paying attention to how people are reacting to your content, and you're not listening for trending topics that might not be able to wait six months for you to update your content calendar. Your blog strategy should include plenty of time to see what's hot around the web and to do a little homework to see which of your posts are getting the most attention.
4. You're Not Expanding Your Topic Base
If you are a shoe retailer, there are hundreds of topics you can talk about that relate to the shoe industry, but are not about shoes themselves. People who wear shoes do a lot of different things. They run and lift weights, they go to work, they walk the dog, they have kids that wear shoes, they attend a variety of functions that demand appropriate footwear. Avoid having tunnel vision about your industry and think about all the different things that people do every day and how you can tap into that and be useful.
5. Your Timing is Off
Your blog strategy has to include a few timing elements if it's going to be successful. A common mistake is to start out full of optimism and energy and put up a post every day. The trouble with this blog strategy is that not only is daily blogging unnecessary in most industries, but you can also find yourself burned out after a short amount of time. Then, you'll end up posting sub-par posts just to keep to your daily schedule.
The other mistake is to think that as long as you post something every now and then, that should be enough. Maybe this month you post six or seven times, but next month you are busy so you only post once or twice. The best blog strategy includes regular, predictable posts, so your readers know what to expect. You should also post at least once per week, and consider adding additional posts only if it makes sense for you, your readers, and your industry.
Creating A Blogging Strategy That Is Just Right
Unlike advertising where you commit an amount of cash to a single piece of content, blogging is fairly forgiving. If you have a few posts that don't quite get the results you want, you can make up for it in future posts. The key is to think long term and to focus on being useful and helpful to your readers. Think about the things they want to learn about and expand your horizons broadly enough to be diversified. Lastly, get your timing down to a predictable schedule and you'll soon find yourself with plenty of dedicated readers.
To learn more about creating your own content marketing strategies, check out our white paper, "What is a Digital Content Strategy? And Why You Need One!"