There’s absolutely no point in producing content if it’s not going to generate sales leads.
Online business know this, you know this, your 12 year old neighbor knows this.
The issue is, most online businesses (including marketing businesses) failing at doing so. The content is there, however, the audience is lacking. The best solution to “no-blog-lead-itus” (the marketing condition that plagues most website owners) is to follow a specific content marketing process. And sitting down to write is not the first step of this process.
You must first do a bit of research to determine which topic (keywords) the piece will target, and devise a strategy for getting your new article in front of your audience (using content syndication and social media marketing).
Implementing this simple 3-step process can put your blog traffic light years ahead of most small business sites and even agencies:
Blogging and inbound marketing aren’t working for a huge percentage of marketing agencies, social media “consultants,” and many other businesses in this online realm.
So what’s the deal? Why are so many professionals failing at what they do best? Thanks to Marcus Sheridan, from contentmarketinginstitute.com, he shares 7 awesome reasons why your blog may not be generating sales leads.
7 Reasons Why Your Blog is Not Generating Sales Leads
- Unbelievably High CSI (Content Saturation Index)
- Terrible Blog Titles
- Poor to Nonexistent Targeting of Specific Industries
- Blah, Blah, Blah (boring content)
- A Major Lack of Case Studies and Personal Experiences
- Poor Utilization of Writing Talent
- Awful Networking
Let’s break it down, shall we?
1. Unbelievably High CSI
In a nut shell, this just means the more saturated the target audience is, the higher the competition (and the less likely that you’re ninja blog isn’t going to be seen).
With everyone targeting prevalent keyword phrases, garnering organic traffic and rankings isn’t easy, and can be incredibly frustrating as well.
2. Terrible Blog Titles
3. Poor to Nonexistent Targeting of Specific Industries
This one is important, and if you don’t pay any attention to the rest of this post, I hope you pay close attention to this one, because it applies to all businesses, not just marketers.
It’s really simple. The more targeting your content (Best Way to Exercise Your Dog vs. Best Strength Exercises for Boxers), the better chance of it being seen (and hopefully by a large audience). It makes sense, if you own a Boxer, wouldn’t you most likely search for “Best Strength Exercises for Boxers” than the generic search for dogs? Most likely, the generic search would be more popular, however this means the target audience is more saturated and you will most likely be lost in a sea of competition of similar posts.
The competition (CSI) for such phrases is much lower and, therefore, the ability to do well in terms of traffic, leads, and sales increases exponentially.
4. Blah, Blah, Blah
Don’t waste your time writing content if it’s going to be lame. There are too many blogs out there that are dry and lack an ounce of personality. Try to express yourself, your opinions and don’t be afraid to use some humor! This will help your content rise above the mediocre.
5. A Major Lack of Case Studies and Personal Experiences
6. Poor Utilization of Writing Talent
I’m always astounded when I see an agency with 10+ employees yet only one person is blogging. The way I see it,if someone is teaching others to blog and produce content, they should be doing it as well.
The more voices you have, the more content you have, the better. Take every opportunity to leverage your success.
7. Awful Networking
A lot of businesses and content writers don’t know this, but networking with other bloggers is an important part of your businesses growth. You can do this by leaving comments on blogs you like, mentioning or sharing blog and writers you enjoy (spread the love!), etc. Not to get all cosmic hippy on you, but you get back what you put out. Help others succeed and you will have the favor returned.
Hope this helps when you sit down to write your next piece. Happy blogging!