Most brands, businesses, and causes are missing the mark when it comes to blogging. According to a recent survey by Passle, 70 percent of brands admitted they didn’t have an updated blog. Some mentioned they didn’t have enough time. Others said the reason they don’t blog is because they can’t write very well.
3 common reasons most businesses blog fail
A few weeks ago, Ron Edmondson shared what he would do if he was gong to start a blog today. Consequently, a lot of his advice speaks into the common issues that most businesses run into when trying to establish an online present.
Here are three common reasons blogs written by brands, businesses, or causes fail:
1. They don’t create an editorial calendar. Two of the ideas mentioned in Ron’s post revolve around the idea of running out of blog ideas. Your brand’s blog can’t be hinged on inspiration. Developing an editorial calendar ensures your ideas become content. Creating a backlog of content allows your brand to still have an online presence when someone throws a wrench in the system. We work with our clients to create an editorial calendar at least a month in advance. We also develop one to two month’s worth of content as a backlog.
2. They give up too quickly. Content marketing requires stamina. Unfortunately, many brands run out of steam before they ever start experiencing success. Because content marketing is more of a marathon, it takes a lot longer than you might think to see results. Typically it takes six months before you start seeing results from the process and energy.
3. They never define success. Most brands that don’t update their blog will admit they “don’t see the point.” If you were to ask these same brands if they ever took the time to define success before they started writing, I would bet the majority would say, “no.” An effective content strategy defines success first. Maybe you want to increase the number of leads or lift the response rate of complimentary marketing campaigns. Whenever you define success at the beginning, you’re able to justify quitting or adapt your strategy.
If you want your blog to be successful, define the win. Develop a system for capturing your ideas and turning them into content. Keep writing. The genius behind blogging is not how much of a genius you are, but how much your efforts drive revenue and business development.
Is your brand, business, or cause guilty of making one of these common mistakes? What are you doing to fix the problems?