Why Your Company's Blog Doesn't Make the Phone Ring
All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business.
If there’s a disconnect between your firm’s blogging and new clients related to your content, here are 8 possible reasons why:
Your topics are boring.
Avoid topics that have been (or are likely to be) covered by other firms, or topics that may be considered old news by the time your post is published. Select blog topics that are of immediate or continuing interest to your target audiences, and cover them in a unique manner.
Your headlines don’t grab attention.
With a few seconds to grab a potential reader’s attention, headlines are the most critical element of a blog post. Invest the time necessary to write a snappy headline that addresses the “What’s in this for me?” question.
Your posts are too long.
You’re competing for eyeballs and attention against all types of online and offline content, as well as everyday distractions. You need to state your case in fewer than 750 words. Fewer than 500 words is even better. Make your point, and leave them wanting more.
You don’t provide an interesting point of view.
People read blog posts to gain insights and opinions. If you’re simply presenting facts, your posts are probably a snooze-fest. The potential for you to make your blog a marketing device lies in your ability to present provocative, unique or contrarian viewpoints. Strive to be a thought leader; not a news service.
You have no blogging strategy.
If you’re selecting blog post topics on a random or opportunistic basis, then you’re lost in Tactic Land. Create a simple editorial plan that identifies key blog topics related to your firm’s value proposition (why people should hire you), and integrate those topics into a content production calendar to ensure that you cover those topics over 6 months or a year.
You don’t blog consistently.
A blog’s marketing function is to drive top-of-mind awareness with your clients, prospects and referral sources. If you are not generating original content with some regularity, probably at least once a month, then don’t bother blogging at all. In fact, if your last blog post is more than 2 or 3 months old, it's a brand liability.
You don’t merchandize your blog content.
Another way to increase readership of your blog is by re-purposing its content, in whole or part, in places where it’s likely to be seen. For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post like this one), and as an “Update” on your firm’s corporate LinkedIn page. Posting it on Twitter makes sense only if you (or your firm) have a reasonable number of Twitter followers.
If your content is interesting and not self-serving, you can also look for opportunities to have it published in an industry blog, or convert it into a bylined article for a relevant trade or business magazine.
You don’t drive traffic to your blog.
Unlike “Field of Dreams,” simply having a blog does not guarantee that any readers (particularly potential clients) will ever benefit from your intellectual capital. You need to promote your blog posts, individually and collectively. As a first step, every quarter send your database of contacts (hopefully you have this) a nicely designed email featuring 2 or 3 of your best recent blog posts, with an “In case you missed this” cover note.
If it’s done correctly, your blog can and will deliver a meaningful marketing ROI. In most cases, this means working smarter, and not necessarily harder, on your company's blog.