Why is No One Reading My Blog?
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The document provides 5 tips for B2B blogging beginners to improve their blogs. Tip 1 is to make content valuable and focus on quality over quantity. Tip 2 is to engage audiences with interesting content 90% of the time and self-promote 10% of the time. Tip 3 is to focus on user experience by making content easy to consume. Tip 4 is to use keywords and tags properly and be search engine friendly. Tip 5 is to ensure good spelling and grammar.
![Content is King, Meet the Prince: Blog
B2B companies who
blog, generate 67% more
leads than non-bloggers
[Inside View – 3/28/2012]
59% of B2B companies
believe that blogs are
effective for marketing
[Confidence Gap: Effectiveness Ratings for Tactics Among
B2B Users- 2013]
B2Bmarketingfor.me](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Why is No One Reading My Blog?
- 1. 5 Blog Improvement Tips & Tricks for B2B Blogging Beginners B2BMarketingfor.me
- 2. Content is King, Meet the Prince: Blog B2B companies who blog, generate 67% more leads than non-bloggers [Inside View – 3/28/2012] 59% of B2B companies believe that blogs are effective for marketing [Confidence Gap: Effectiveness Ratings for Tactics Among B2B Users- 2013] B2Bmarketingfor.me
- 3. Blogging 101: Can it be that easy? B2Bmarketingfor.me
- 4. What’s really in a blog post? Headline [title] Key Message Keywords Visuals CTA [Call to Actions] Tags Relevant URL Social Sharing Buttons B2Bmarketingfor.me
- 5. Where’s the Quality Posts at? Tip 1: Make your content valuable Quality over quantity Be consumable Teach something new B2Bmarketingfor.me
- 6. How do I get sales/conversions? Tip 2: 90:10 Rule Engage your audience with what interests them – 90% Self-Promote for the remaining 10% Be transformative, it’s not always about being transactional B2Bmarketingfor.me
- 7. Do they actually like me? Tip 3: Put the User in User Experience (UX) Content is King but always consider your user’s experience Bad experience = Bad reputation Don’t make it hard for the user to consume your content, they have options B2Bmarketingfor.me
- 8. Where are they coming from? Tip 4: Semantics, Keywords, & Tagging Be Search Engine Friendly DO NOT overly write with only keywords Image tags are your friend Don’t forget your URL B2Bmarketingfor.me
- 9. Remembering the basics Tip 5: Spelling & Grammar still matter! Run spell check Re-read your posts to make sure your grammar & spelling are correct Take the time to look credible in your user’s eyes B2Bmarketingfor.me
- 13. Summing it Up! Tip 1: Make your content valuable Tip 2: 90:10 Rule Tip 3: Put the User in User Experience (UX) Tip 4: Semantics, Keywords, & Tagging Tip 5: Spelling & Grammar still matter! B2Bmarketingfor.me
Editor's Notes
- Everyone appears to be blogging. Some blogs are generating great traffic. You can probably think of blogs you frequent or find reliable. But there are so many other blogs out there that are not being found. Why is this happening? Because some blogs are just not optimized to be found and/or consumable.
- Blogging looks like a lot of words and pictures related to it, but there’s more to it. You’ve probable come across blogs on the web and there’s definitely ones you enjoyed or found informative versus others where you were either terribly bored or found them not pertinent to your needs. You’re not alone with these feelings because that’s how your audience will feel about your blog. The last thing you want is to not be the type of content they need or want to read. Blogging looks like images and words but in order to engage your audience, you’ll need to strategize and optimize.
- As you’re considering your blogging strategy, think about what’s the guts of your blog post. Yes these are the general items you see in a blog that are important to being findable and engaging once found. Consider each of these elements are you come up with a strategy for either one blog post, a series or blog posts, or even how you categorize your blogs. The last thing you want to do is to blabber via text and have your end user be confused or annoyed at the quality of your post. Optimize your posts by thinking about the right audience, think about the things they’re looking for, more specifically ‘googling’ for. Questions as blog headlines and answers as the body of the blog are a good way to go or start with popular post types like “top 10 this” or “ 3 best practices for".
- Although many companies strive to blog on the daily basis, the general rule of thumb is quality over quantity. Producing one quality piece once a week is better than producing 5 pieces that don’t appeal to your audience. Having that in mind, start thinking about topics that your audience would want to read. Your strategy should be focused on attracting the right audience. By writing topics that interest your audience, you’re reaching them when their time is right. Not to mention if your topics are gaining the interest of one individual, they may become influencers.
- People will keep coming back if your posts are of a good quality. But remember to not bombard them with sales. Not all articles need to be aimed at being transactional, in fact, avoid over promoting yourself, stay with with the 90-10 rule (or 80-10 if you really can’t help it). This is where you try to engage the audience with topics they are interested in that pertain to your company instead of promoting your products and services like a hard sell. Big opportunities are great but sometimes you need to build the relationship first through interest before trying to sell them on your products and services. Aim your content to building transformative relationships where the audience learns about answers to their questions instead of spamming them with what your company sells. By engaging your audience this way, you’re sure to build interest and brand awareness for your company
- As you’re creating content, they about the user. Usually user experience is synonymous with Human Computer Interaction but consider the UX for your blog. You may have great content but if it’s a serious pain for the user to read it, then you have a problem. UX considerations include: ads (banners and pop-ups), image/video quality, disability friendly, as well as is if it’s mobile friendly. If you have managed to somehow make it difficult for a user to get through your content, it’s time to reconsider what elements you can improve. There are always other options online that your user can go to instead if yours is not doing it for them. Don’t lose a possible lead over a bad experience, improve the user experience to improve the conversion.
- Seriously, semantics makes all the difference. When users are googling, google pulls up relevant results. How do they get these results? No there are no elves working in a factory finding answers for them. Google is programmed to read through your website by using semantics, such as your H1, H2, paragraph, and image tags. If your content and website are not organized well semantics-wise, it makes it difficult for google to find you and use you as a result for users. If users can’t find you, that makes it very hard for your potential leads to consume your content. Don’t forget your image tags too because Google isn’t looking at your images and deciphering it for googlers, they are reading the image alt tags and seeing if it’s relevant to the serach. Always make sure your posts are structured and tagged properly including having a search engine friendly URL.
- Don’t ruin a great post with poor grammar or bad spelling. There’s no excuse with spell check. Not only are you harder to find in search engines due to your spelling but you are also making yourself look less credible. “If you don’t have time for spell check, what else don’t you have time for?” is what your user is thinking; don’t let poor spelling and grammar diminish your brand. Just run spell check and re-read your post to ensure that you’re posting something of quality.
- Now that you’re ready to post, remember that page views can take time. Things to remember that it does take time for google to index you. But you can help with the hits by using social media.
- Social media is the best friend to your content. Social sharing allows users to share your posts. Not to mention, you should be sharing your own posts if you aren’t already doing so. You need to be your own advocate. Because users aren’t always checking your website for the latest content so let them know there’s something new. Post your articles to relevant LinkedIn groups, LinkedIn professional and company pages, Facebook Fan page, Google+ account, and Twitter accounts. By sharing your content, users can find you and share it. Keep track of what users are liking and sharing that way you can create more content pieces that your audience enjoys.
- The reality for some B2B companies is that comments don’t always happen. You may see a lot of sharing, likes, and follows but not a lot of comments. Don’t worry, as long as content is being shared, that is still a metric we can keep track of and improve on. Some industries just don’t have a lot of commenting but they like to share the info they enjoyed, that’s totally possible and understandable. Just remember the metrics that matter to you and don’t go overboard in tracking comments.
- Remember these 5 tips when you’re creating your posts. Be memorable, reliable, and entertaining. Be the voice to your brand. B2B’s don’t have to be boring.
- But seriously, start blogging. 33% of B2B companies blog as of 2012 and 81% of companies consider their blogs to be useful, important, or critical. You can be part of that important group and start generating leads and traffic with your next post.