You’ve just launched your company and are super excited to start sharing your knowledge about everything that’s important and how you can improve people’s lives. You do your research, write an awesome post and put it out there for the whole world to see. Sadly, it’s only your friends and family who read your post however. While that support is great to have, it’s not enough to ensure success.
Finding an audience is difficult in to begin with. You’ll have no niche authority, social media following or plan of action to guide your strategy. Building a strong blog readership takes time, planning and investment. It can be frustrating to look at your analytics and notice that no one is reading your content. However, there are other blogs that don’t post as much as you do, yet have a large reader base. So, what are you doing wrong and what are they getting right?
Your blog is new
You need to be patient in order to build a following. Unless you’re a popular celebrity with a face that people already recognise, you’re not going to get 100,000 readers within the first month of creating your blog. Also, you’ll probably have just a small social media following, so even when you share your content, your reach is limited. Remember that search engines like Google assign small domain authority to young websites.
The solution is to stick at it; continually develop quality content, geared around the problems faced within your niche and you’ll soon witness growth. You’ll also need to establish a social media strategy that engages viewers for you. Top sites include Facebook (with 2.2 billion active viewers), Instagram, Twitter and Pinterest.
Your blog loads slowly
Data from Chartbeat shows that 55% of all page views receive below 15 seconds of attention. However, readers expect your blog to load within three seconds. There’s so much information out there that the reader can be drawn to a wide range of content simultaneously. If you have a slow website, readers won’t wait for your page to load. Use Google’s PageSpeed Insights to check your network speed and identify elements that are slowing down your pages.
You haven’t optimised your blog for search engines
The direct link to search makes blogging a vital tool for inbound marketing. Each blog post is indexed in search engines, so increase your visibility for searches. According to a survey on the Open Host site, the average company increases traffic growth by 45% when they increase blog articles from between 11 and 20 to 21 and 50. It’s even better when you publish timeless pieces that are ever-relevant.
You’re not promoting your blog properly
This is a huge step that requires a strategy. The key is to think like a marketer; send dedicated emails to your list of contacts when you have a new blog post and include content in lead-nurturing workflows. Experts advise bloggers to add ‘Share’ buttons on the side of the page, so that readers can share this with their followers.
That being said, it’s also important to make sure the page you’re sharing shows the right link and anyone clicking it feels safe doing so. Besides, how well is your site indexed for mobile?
You don’t have a strategy
You can’t ‘wing’ your blog and expect to succeed. Don’t just post anything whenever you feel like doing so. Every successful blog has a documented content marketing strategy. Statistics from the Content Marketing Institute show that only 37% of B2B marketers have a documented content marketing strategy. It’s easy for your audience to ignore your content when you’re not thinking strategically. A strategy helps to identify the content goals and how they promote your larger business goals.