Have you ever taken a look back at your recent posts and felt frustrated because it seems like no one’s reading what you’re putting out on your blog? It’s really disappointing to feel like you’re putting a lot of work into blog posts to help you grow your brand only to have next to no one actually visiting your blog to see what you have to say.
We totally understand, and to be honest, we’ve probably been there too at one point or another. The truth of the matter is that you can’t just put any ol’ content up on your site and expect people to not only come read it but also want to share it with their audience. In fact, in today’s post we’re covering 4 different mistakes that might be turning people away from your posts so you can fix them and get back on the track of working toward your goals.
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1. Not having a plan for your content
A lot of people start blogging as a hobby and then eventually start a business. While this is awesome, there are two different strategies to writing content when you’re just writing as a hobby and when you’re blogging for your business. When you’re writing as a hobby, it’s normal to write about lots of different things because that’s what you enjoy. However, if you’re blogging to help generate sales or book more clients, then you want to have a plan for your content. The problem with that is a lot business owners try to still run their blog as a hobby and feel frustrated when their posts aren’t bringing in more money.
How to fix it:
Instead of just writing about anything for your business blog, focus on writing content that not only will help establish your expertise but also generate income. For example, if you’re a social media manager, instead of writing a lot of blog posts about home decor, you’d want to write content on things like why social media is important for business owners. When you’re writing content like that, you can include a call-to-action to check out your services, which means you’ll be more likely to get eyes on your Services page and hopefully book a client or two.
2. Not writing long-form actionable posts
When I first started blogging, it was a lot more normal to write short form blog posts because at the time we were writing and publishing new content 5 days a week. As time has gone on, though, bloggers have stopped publishing new content as often, but they’re still writing short posts. Short posts are okay, but most readers are looking for posts that actually show them how to accomplish something for their blog or business. This means that if you want to get people to your blog and keep them coming back, it’s worthwhile to invest the time into publishing long-form, actionable posts.
How to fix it:
When you’re sitting down to write new content for your blog, think about topics that will allow you to show your readers how they can accomplish something in their business. If we use the social media manager example again, that person might write a post on how to save time by scheduling posts for Instagram. An important thing to keep in mind here is that not all of your posts have to be actual tutorials, so don’t think that you have to be literally showing a step-by-step process in your posts every single week.
3. Not using headers to break up text
As surprising as it sounds, I’ve been to a number of sites where it was so hard to read through the blog posts that I’ve given up and never gone back. If it’s hard for your readers to actually read your content, whether it’s because your text is too small, the lines are too close together, or you’re not using headers throughout your posts, your readers aren’t going to stick around and give themselves headaches just to read your posts. It’s much easier to head to someone else’s site where their blog posts are easy to skim!
How to fix it:
One of the most important things you want to do is obviously make sure you’re using a theme on your site that doesn’t make it hard to read your content, so check to see what the font size and maybe even line height is and how easy those things are to change. However, it’s also really important to make sure you’re using headers throughout your posts. These help break up text, which make your posts easier to skim. I know that sounds bad (“I want my readers to read my posts, not skim them!”), but if I skim through a few points and see the post is relevant to me, I’m much more likely to stick around and read it rather than just hoping I’ll get something from the post.
4. Not linking to posts in your archives
I’ve talked in the past about how we put so much work into our posts that it’s a shame to let them go to waste after they’ve had their moment of glory, but you don’t have to. Most people think the only way to keep getting traffic to their archives is to continue to promote them on social media, and while that’s definitely the most time effective way to keep your archives alive, it’s not the only way. Don’t forget that another great way to keep readers, especially new ones, reminded of your old content is to link to some of those posts in your new articles.
How to fix it:
Just think about it, when you’re writing content for a specific niche, it’s highly likely that you’re writing content that overlaps. Instead of hoping that your readers will stumble on the older posts as well, use your new posts as an opportunity to drive them to your older posts as well. This will not only keep your archives alive, but it’ll also boost your SEO and help establish your expertise with readers who might not know you as well.
Bonus: Not publishing new content consistently
Over the past six to eight months I’ve noticed that a lot of the more established bloggers I’ve been following for a while have stopped publishing new content on their blogs regularly. It seems like this trend has caught on more and more over the last few months with bloggers at all levels, and while I, too, have fallen into not writing as often, you can’t expect new people to continue to find you and either buy from you or hire you if they think you’ve gone MIA for good.
How to fix it:
It’s easy to get burnt out or too busy to continue writing new blog posts on a regular basis, but instead of letting your site go quiet, don’t be afraid to change up your posting schedule. Take some time off if you need to, cut back how many new posts you publish each week, or experiment with bringing in guest posters to help fill in your calendar. Remember: most of us started our blogs for fun, so it’s all about creating a plan for your blog that will work for you not against you.
Are you making these mistakes with your content?
The good news is that even if you are, you can always make adjustments and keep growing your blog. Are there any other mistakes you see bloggers making?