Business Blogs Gone Bad: What to Do About Yours
The good news is: you’re blogging. You recognize the value it can provide.
According to Hubspot, businesses that blog average 55% more website visitors than those that don’t.
So why isn’t your blog generating those numbers?
After all, you’ve got experts you can tap for ideas and posts, and you have plenty of material to blog about.
The bad news is: hardly anyone is reading it.
The 3 Reasons Why No One is Reading Your Blog
One: It Fails to Get Your Audience’s Attention
People don’t have the time or the inclination to figure out what your blog is talking about and whether it’s relevant to them or not.
They’re on the internet looking for information to solve their problems.
If you can’t show them that you can help them out in 8 seconds or less, then you won’t even have time to wave goodbye as they bounce away.
The culprit: Bad headlines, posts with no subheads, or posts with uninformative subheads
Good headlines tell the reader what they’ll get out of the post. The subheads help them zero in on the information they want.
Two: Blog Posts Are Too Difficult to Read
Because everyone learned to write in school, it’s assumed that writing is something that anyone can do.
There’s just one thing that most people forget to factor in . . . is what someone writes both interesting and readable?
Good writing is hard work for one simple reason: You always have to keep your audience in mind.
What you write is not about you the writer. It’s about the reader.
A well-written and constructed blog post delivers what your audience wants or needs with clarity and consideration for their time.
Three: The Post Leaves the Reader Hanging
All good writing takes readers on a journey and gives them a good close that leaves them satisfied.
Here are the two things that make for an unhappy reader:
• Arguments that miss an essential piece before presenting the conclusion, and
• Bad CTAs (Call-to-Action)
Incomplete arguments happen because the writer doesn’t know how to formulate a good one, or assumes knowledge the audience doesn’t have.
Bad arguments are like a parent saying to a child, “Because I say so.”
The call-to-action is one that trips up many writers because they don’t want to come as pushy. Yet by not telling the reader exactly what they should be doing, you’re making them guess.
Bad CTAs are like someone ringing your doorbell and then hedging about telling you why they’re there.
How to Fix a Blog Gone Bad
The path to fixing the problems with your blog is to focus on giving your audience what they want, what they need, and making it easy for them to get it.
1. Headlines are to the point, make a promise or deliver a benefit the reader will appreciate.
2. Good blogs have a structured format that leads the reader from one section to the next.
3. Subheads break up the piece and share what the content is about.
4. Paragraphs are short and there’s plenty of space between them.
5. Blogs are edited for staying on point, language, clarity, readability and effective CTAs.
Writing good headlines takes practice, but that doesn’t mean you have to start from scratch. Conduct a search on ‘Headline Hacks’. You’ll find lots of help and can start crafting good ones in no time at all.
When writing a blog, the toughest thing to do is to focus on one point and one point only. A good, but simple structure can help you do that:
- First Sentence: Needs to make them want to read on.
- Subheads: Do these before you write as they can help you stay on track. You can always refine them later.
- Body: What you’re going to write under each subhead.
- Summary: Recap what you’ve told them
- Close: Depending on how you write the Summary may not be necessary.
- Call to Action: Does not always have to sell. Could be a call to stay in touch, get on your list to get a related ebook or white paper, or go do something such as telling you how to get help with crafting your headlines.
Lastly, have one or two people who are good editors take a look and weigh in on how well the goal of the post has been accomplished, the grammar, clarity, etc.
You can measure the readability of the piece with a free online tool that uses the Flesch Kincaid methodology. I suggest the one at TheWriter.com because of the excellent advice they give you about what your score means and what you need to take into consideration.
Fixing a blog doesn’t mean that you have to throw out everything that you’ve already done.
A good place to start is with existing content that’s still relevant. Simply rewrite and reuse it.
Of course, if you need help in turning your blog around and getting people to pay attention to it, I’m here to help you do that.
Fill out my Contact form or if you want my help urgently, call me at 860-638-9990.