What To Do When No One Is Reading Your Company Blog

With a little thought and planning, you can create content that attracts an audience, resonates with readers, and converts potential customers.

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Photo: Jen Benz, Co-founder of Zanifesto; Source: Courtesy Photo
Photo: Jen Benz, Co-founder of Zanifesto; Source: Courtesy Photo

Do you have a company blog? What about your personal blog? Do you ever feel like you are talking, but no one is listening?

If so, you’re not alone.

This happens to many budding entrepreneurs. You launch a blog. You suddenly think of a great blog topic, write it up, and publish it. Then nothing— the silence is reminiscent of tumbleweed blowing in the wind.

What follows is devastating: minimal pageviews and no comments.

“It’s a waste of time to haphazardly throw some content up on a blog and cross your fingers,” says freelance business author KeriLynn Engel who has provided content marketing services to a variety of companies including WP Superstars, Twtrland, and Who is Hosting This.

With a little thought and planning, you can create content that attracts an audience, resonates with readers, and converts potential customers. Start by asking yourself these five questions:

 

  1. What is your blog goal?

    Take a step back from the keyboard and think carefully. Why do you write and publish content? If you’re a serious entrepreneur the answer is probably to grow your business.

  2. What is your blog objective?

    Next, identify specific objectives and milestones. For example, an objective may be to increase sales of your new product in a particular market segment or to grow your email subscriber list.

  3. What is your blog strategy?

    With your objective in mind, craft a blogging strategy that thoughtfully includes blog topics needed to achieve it. For example, if you want to increase sales of your bow ties in the young bachelor market segment, your strategy will need to include perfecting the messaging for this market segment and identifying the best locations or channels to distribute your content.

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