This is a guest contribution from freelance writer, Jawad.
Over the last few years, the significance of high value content, in generating qualified sales leads, has increased tremendously for businesses.
More than ever before, businesses are now focusing on generating regular content for their target markets to keep a steady inflow of customers.
This, of course, cannot be done without a well-managed and regularly updated business blog.
However, over the last few months I have come across a number of business owners who have not managed to get a single client despite regularly updating their blogs with useful content.
At first, their arguments about the ineffectiveness of blogging seemed to carry weight. But a closer look revealed certain patterns behind the failure of all those business blogs.
In this post I’ll try to sum up the reasons why some businesses find it hard to achieve success through blogging.
This post assumes that,
- Your business takes blogging seriously and has either hired permanent blogger or contracted a professional freelance blogger to manage your blog.
- You follow a fixed posting schedule and update your blog regularly.
1. Your Blog Doesn’t Have a Clear Objective
This, in my opinion, is the biggest reason why a number of business blogs fail to make an impact.
They seem to lack focus. There’s no set pattern to their content and it is difficult to understand what they’re trying to achieve through it.
Like everything else in business, you need to have a clear objective that you want to achieve through your blog. You can’t expect a blog to get you customers if it is only updated with your latest corporate event pictures and news.
Your blog should be a part of your greater business strategy. You should be clear about the objectives you want to achieve through it.
There should be a reason why you’re putting so much effort into your blog.
Are you looking to attract customers? Or are you focused on creating awareness about your product?
Whatever the objective is, you need to be clear about it. Because your objective will ultimately give direction to the type of content you post on your blog and the type of marketing channels you choose for promoting your content.
2. You Don’t Have a Blogging Strategy
Blogging alone is not going to get you customers. You need to have a broader strategy and use blogging as a key component of that strategy.
Your strategy should not only include the type of content