By Amy Kattan
In the social media industry, we’re always talking about the importance of engaging with influencers. Engaging with bloggers that have large audiences and high Klout scores increases your chances of generating buzz around your brand. As a brand, you want to be recognized as a thought leader in your industry and a resource for your consumers. You’ve set up a blog to become an influencer in the space, but no one is reading the content you’re creating. Why? Let’s take a look:
1) You woke up one morning and decided to start a blog, but you didn’t really set a long term plan. You’ve set up you blog, but you haven’t really given thought to what it will look like, the kind of content you’re going to create, who’s going to create it, and how often you’re putting it out there. As a reader, this confuses me. When should I expect to see content? Who is this coming from? What are you trying to tell me? You need to set a clear plan of action and stick to it before building your blog.
2) When I’m online, I’m really not in the mood to hear a sales pitch. It’s one thing when I’m watching television and a commercial comes on, but online, I’m looking for a totally different experience. I’m online because I’m interested in actively searching for information that is relevant to me. I would come to your blog and use it as a resource for relevant information, but I’m not interested in seeing an advertisement.
3) Take off your marketer hat and put on your consumer hat. Your consumers are the people you are trying to reach. What interests you as a marketer is different than what interests your consumers. Think about the type of content that would interest your potential readers. Not sure what your consumers would like? Do some research! Take a look at the kind of blog comments you’re getting, ask questions, and listen closely to the answers. Take a look at what your fans and followers are saying on Facebook and Twitter. Find out what your consumers need and see if you can provide value.
4) No offense, but your content is boring. I don’t care if it’s grammatically correct or intellectually stimulating. I’m reading your blog with the expectation that I’m going to hear from a person with real opinions and emotions. In addition, as an internet-savvy consumer, content is being thrown at me every day. In order for your posts to stand out among the pack, I need something that will draw me in. The title of your blog post should be clear and concise, but also make me stop and think.
5) Um… how am I supposed to know you even have a blog? Building your readership takes work. One way to jump-start your readership is to share your new posts to your existing networks: Engage your current Facebook fans, Twitter followers, Pinterest followers, e-mail subscribers, etc. In addition, you want to make sure that once your consumers start reading your posts, the content you’re providing is as shareable as possible. Include tweet buttons, Facebook share and Like buttons, “Pin It” buttons, +1 buttons, etc. The only way your blog is going to be successful is if your content is easily shareable.
What blogging don’ts have you witnessed? How can businesses make their blogs better?