Years of online marketing data indicate that blogging is good for your business. Unfortunately, many organizations launch a blog and then wonder why it doesn’t work for them.
If you’re not getting the results you wanted from your company blog, check out this list and see if any of these apply to you.
1. A blog may not suit your company.
Believe it or not, there are some good reasons not to have a company blog. If you already do most of your business offline, a blog might not be the best option. This includes businesses with strong local presences and weak digital footprints.
For example, a local ice-cream shop, shoe repair, or roofing contractor may get most of their clientele from word-of-mouth, reviews, and flyers. Blogging is unlikely to add much to these businesses.
However, even if your company does not need a blog, it does need some kind of marketing content. That may be a white paper, case study, marketing collateral like brochures and data sheets, or ads (digital or print).
2. The blog isn’t about your readers and prospects.
Many companies treat blogs as places to stash press releases and company news. This seems like an easy way to add content, but it’s not what blogs are for. Anything you add to the blog needs to be about the reader, not you.
What topics and types of content will engage your reader, help them make decisions, and help solve their problems? That is the type of content your company blog needs.
3. You’re not putting enough effort in content.
Many company blogs fizzle out when they don’t have time for posting, blogging no longer becomes a priority, the person responsible for content leaves the company, or there’s a lack of ideas. All these problems can be solved.
Blogging is part of a company’s marketing strategy, and should be treated as such. Some portion of the company team, schedule, and budget needs to be put into managing the blog.
Run a Google search for “blog post ideas.” Get an outside writer to help create content. Post regularly and often, with substantial and relevant content.
Companies must also promote their blogs, and not wait for the traffic to stream in. Share blog posts in emails, on social media, or as a LinkedIn article. Link to your blog on other company pages. Refer prospects to your blog. The more you promote your blog’s content, the more traffic it will generate.
4. There’s no plan.
Companies shouldn’t be afraid to experiment with their marketing techniques, but even experiments need a plan. That goes for blogging, too.
When creating a plan for your blog, consider some of the following:
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Who’s the audience? What content might they want?
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What is the goal of the blog?
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How will you measure its success?
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Who is responsible for writing or uploading content?
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Are the necessary decision-makers on board?
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Do you have an editorial calendar to plot out and schedule content?
A successful blog requires more than creating a separate page and putting up a few posts or videos. Companies must think about what they want from a blog, how they will get it, and how they will know they’ve succeeded.
5. Your blog has no personality.
There’s nothing wrong with long, authoritative content in your blog. In fact, research suggests that long-form, high-quality content generates the most shares from readers. That doesn’t mean the language has to be dry and formal.
By their nature, blogs are casual in style. Even traditionally “serious” industries such as medicine and finances can keep their blogs friendly in tone. Don’t make inappropriate jokes or go full-on bonkers like the Denny’s Tumblr blog, but you can drop the stiff corporate language.
Keep your tone light and your language straightforward and natural. Avoid too much industry jargon. Don’t be afraid to bend or even break some grammar rules. Ask questions that prompt your audience to engage.
6. The blog hasn’t had enough time to work.
Even if you do everything right, don’t expect overnight results. While a coupon or a new ad can create an immediate result, content marketing is a long-term commitment.
Farmers don’t just throw seeds on the ground and walk away, and then wonder why their yield is low. They choose high-quality seeds that are planted correctly, watered and fertilized, and given time to grow.
Your company blog needs the same sort of care and patience.
What tools have you found to be most effective for your company blog? What hasn’t worked? I’d like to hear about it!
Need help with your blog or other content marketing? Shoot me an email to get in touch!
As always, thanks for reading! if you’ve found this post to be helpful, or know someone who could benefit from it, share away!
Emily Jacobs: Freelance Writer 