Blogs on the verge of flatlining are usually plagued by the same two problems: lack of consistency, and lack of any real concept.
While seemingly simple observations, both are actually pretty hard to sustain with any consistency. So what's a marketer to do? Continue toiling away with uninspired blog posts 2-3 times a week and hope for the best?
Rather than approach blogging with an "if we write it, they will come" philosophy , the savviest of business bloggers approach each new post as its own campaign (daily!), deserving of its own attention and as a result, it ends up standing on its own merit.
The problem: Due to limited ability and resources, most marketers and business owners are taking the minimalist route with their blogging strategy, and as a result, denounce the entire practice when they're getting minimal results.
Put time aside to craft topical, instructional articles as they relate to your product or service. Start small, around 350 words.
If you're not a great writer, then go get one.
Yes, it's hard. It's also time consuming and requires additional resources.
But at the height of mass media and print media, would you have ignored newspapers and television this way? Of course not, because that's where consumers were hanging out.
They're not anymore. They're online, on their phones, looking for resources to assist in their buying decisions. More than ever, consumers are educated prior to reaching the sales process.
In fact, in some cases, the consumer even has more topical knowledge of the details and specs of a given product than the salesmen.
Consumers crave information.
Not just Monday, Wednesday, and Friday at 8 am.
The problem: Most business blogs take a 'paint by numbers' approach, putting just enough effort in to hit the publish button and get on with life. As a result, the articles are uninspired. So is the audience.
Consumers don't care to hear all about you and your product's features.
They don't need to hear about why they need it.
If you're looking to blend in with the rest of the self-serving, highly-ignored blogs out there, then by all means, wax poetic about how great you are.
If you're looking to create an experience and build relationships, it's time you better understood your audience – not search engine robots – and developed a strategy that appeals to their interests and serves to solve their needs and the questions they're asking.