How to Fix a Boring Company Blog?
I’ve found that most company blogs are not that interesting, which is often one of the biggest reasons companies fail at launching a content marketing initiative and gaining traction with SEO. Even if you invested the time in guest contributors and impressive visuals, your blog may be falling flat.
If your blog doesn’t evoke emotion or engagement, it’s up to you and your company to revamp your blog and turn it into a resource that people not only want to read, but share – which will in turn boost your SEO.
There are several common mistakes that bloggers make has to do with their style of writing.
Often, complexity gets in the way of a compelling piece, according to CopyBlogger. Think of the type of language you use in your blog posts – is it easy to understand? Do readers have a hard time understanding the message you’re trying to convey?
Simplicity is the key to generating a following and developing an audience that is interested in what you have to say. One major issue is the subject matter of posts. In too many cases, companies only seem to write about themselves. While it’s a good idea to update readers and customers on company news and events, a blog that serves only that purpose is boring and unlikely to be very useful to new potential customers.
Another common problem is being too heavily focused on SEO. Creating posts for the sole purpose of boosting your search engine rankings will only decrease your conversion rate and repel potential customers. Instead, keep the focus on the message of your post as you write, and make your goal to please human readers; not search engine bots.
Your goal is to create a resource that people will want to visit repeatedly, which will help to grow your reputation as an industry authority for insightful, industry-specific news and expert analysis.
Here are some tips to help get started in the right direction:
1. Conduct Interviews.
Reach out to other industry experts to bring new flavor to your blog. Not only will this help you forge connections with influencers in your sector, but it will drive traffic to your page, lend credibility to your content, and expose your brand to new audiences in your industry.
2. Write Pieces That Are Fast Reads.
Create posts that are easy to read, and skimmable. Use bullet points when possible, as well as subheaders and short paragraphs to keep the content flowing and easily digestible.
3. Make Your Pieces Useful.
Have you ever thought about creating a “how to” blog post or one that answers a series of questions? It’s an especially strategic type because it establishes credibility, knowledge, and expertise within a niche.
4. Incorporate Visual Data.
How often do you publish infographics on your blog? If you aren’t already doing so, it’s time to consider it. Readers are more likely to read, engage with, and share visually oriented pieces.
5 Tell a Story.
Narratives can keep readers engaged and coming back for more, especially if your stories are packed with useful information.
As you update the look and feel of your company blog, you’ll be creating a portion of your website that you’ll want to show off to prospects and customers alike. It will not only establish your authority and credibility within your field, but also increase conversion rates and play a major role in SEO.