Nearly 80% of brands now have a blog. Blogging, however, is much more than simply stringing words together and slapping them up on your site. Perhaps you’ve learned this the hard way after much trial and error.
You may be finding that your blog isn’t performing, despite best efforts. So, what gives? Below are four ‘dark horse’ reasons why your strategy may be failing. These things may go overlooked, but eventually rise to prominence:
1. There’s no red thread: What’s the underlying connection between the blogs you’re pumping out? Remember that every piece you produce must connect to something greater than itself. If you’re a B2C company, for example, your red thread could be something along the lines of “reimagining customer experience.” Your red thread is the reason your blog exists. It’s the story you’re telling, little by little, to your captive audience. Every blog should remain consistent with this narrative to some degree. (Also keep in mind that this red thread allows you to expand the reach and versatility of your content, like this).
2. There’s no author variety: It’s always a good idea to have multiple authors in your arsenal, even if it’s a guest contributor once a month. Diversifying the voice of your blog is important for keeping things fresh and relevant, not to mention you’ll likely increase your blog’s search rankings. After all, Google loves original, high-quality content. The more you can produce, the better.
3. There’s no “how”: Cast your net into today’s sea of content and you’ll find most articles only talk about “why.” For example, “Why conscious fashion is important” or “Why ocean preservation is our biggest issue today.” These aren’t bad topics, but they don’t suggest any deeper meaning or actionable value. These blogs are super easy to write (find some statistics online and you’re golden); however, brands must discuss not only why something is important, but how improvements can be made. This requires added context and going beyond surface level information. And this brings me to my last point…
4. You’re not quantifying information: Consider a blog about why hospitals need to decrease patient no-shows. You can write a piece that continually repeats blanket statements (ex: “Patient no-shows negatively impact quality of care, revenue and productivity”). Or, you write a piece that makes these claims and backs them up with hard statistics, use cases and relevant market research (ex: “An average no-show rate of 15% translates into an estimated $20 million annually for a large hospital.”). See the difference?
Don’t let these reasons stifle your stellar blog strategy. Check out more blog tips here.