3 Signs Your Blog Isn't Showcasing the Value of Your Product and How to Improve
It’s become a widely-accepted fact these days that one simply must host a blog to showcase one’s market authority and earn credibility with potential customers.
If you've bought into that hype, good for you; you're a wise businessperson. Blogging is one of the best ways to help even the playing field between your small business and the much larger companies you're competing against, transforming the game from a battle of budgets into a match of wits. Plus, every quality blog post you create can attract prospects to your business for months, sometimes even years after it's published.
A quality blog post is worth its word count in gold.
But, like most things, blogging is only helpful if it’s done correctly. The most important trait of quality content is the value it offers its audience.
Creating valuable content means knowing your buyer personas, how your topic relates to the buyer’s journey, and offering real solutions to a real problems.
Readers wade into the infinite pool of virtual information with a specific issue in mind. They may not know exactly what the problem is, but they’ll know it when they see it. For your content to be useful to your business, it must be valuable to your audience. That means offering value up front as the answer to the reader’s question. Those finding your business for the first time may not be ready to talk about you.
If your blog isn’t doing as well as you’d hoped, you may be missing the point of blogging altogether. Here are three signs you’re missing golden opportunities to showcase the value of your product and how to improve.
You Aren’t Getting Click-throughs
You’re promoting your content everywhere. You have a solid social media presence, so you know your offer is being seen. Still, no click-throughs. No one is following the link back to your website.
If this is your pain point, chances are you aren’t writing captivating titles. Your title should clearly and concisely summarize the problem addressed in the blog post.
If you’re title is ok, it could be your description that’s turning readers off. Make sure your description succinctly summarizes what readers can expect from the piece. If your description portends anything other than the solution to the reader’s problem, it’s not going to win attention. No one wants to be advertised at.
Your Posts Aren’t Getting Read All the Way Through
You’re getting plenty of click-throughs, but no one is making it through the entire post. This could mean a few different things.
It could mean your headline is engaging, but it doesn’t relate to the content within the post. That’s not good for your business. If readers are following through to your website with an expectation that is not being met , your audience will perceive your company as incompetent or worse, dishonest. Add self-promotion to the mix and your reputation is doomed. Make sure your title matches the content of your blog post.
It could mean your writing sucks. If your writing is not engaging (boring), if it’s riddled with grammatical errors, or if it’s a meandering mess of off-topic diatribes, no one is going to invest their time into finishing it. Furthermore, you characterize your company as inept, incapable, or unorganized based on the content. You can avoid any of these issues by having your work professionally edited or hiring professionals to create and optimize content for you.
Your Content Isn’t Getting Shared
You’re getting click-throughs, so you know your headline and description are engaging. And readers are making it through your posts, so you know your writing is sound. But your posts aren’t getting shares.
Sounds like you’re holding out on your readers. If your content doesn’t answer a question, offer a solution, or create value in some way, it’s not going to get shared. No one is willing to waste their network’s time on content that hasn’t benefited them in some way.
“Answering people’s questions for free? Isn’t that going to put me out of business?”
It's a common question. The answer is no. Answering your readers' questions, sharing quality information that can help ease readers' pains, reveals your company's sincere dedication to your value system. It showcases your concern for client satisfaction. Most of all, it proves the quality of your product.
There is a difference—a major difference—between pitching your company and helping your reader. There is a time and a place for each. A solid understanding of your ideal buyer and where your content fits into the buyer's journey will help you determine exactly what to say to begin forming the kind of relationship that nurtures your audience from insecure dabblers to brand-loyal customers.
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