So blogging is not working for you. That makes you one of the thousands of people who blog but fail to find success in what they are doing- lead generation in the online world of today.
This begs the question…why?
In effect, there are 3 reasons why blogging is not working as an inbound marketing tactic for a huge percentage of businesses (assuming you are doing everything else right- creating quality content and doing good networking).
1. Content Saturation Index
In marketing, Content Saturation Index (CSI) is explained as follows: The more content an industry/niche has written about it, the harder it is for a blog to make headway and find success in that field. Conversely, when an industry has very little written about it, it is not hard for someone to rise above the noise because there is no noise. Any keyword phrase you might want to target to generate organic traffic will most probably be up for the taking.
2. Terrible Blog Titles
When it comes to blogging, one of the most important practices is to always make sure that your blog posts have the most accurate, sexy and SEO-optimized titles. Always start with a working title that you then modify to make sure 1) it sets the right expectations, 2) it pops, for example, by using strong phrases or having some fun with alliteration and 3) it is optimized for SEO without compromising clarity.
3. Poor Targeting of Specific Industries
Let’s take the example of 3 blog posts with the titles:
– Blog post 1: How to lose weight?
– Blog post 2: How to lose 10 lbs.?
– Blog post 3: How to lose 10 lbs. in 14 days or less?
These blog posts go from good to better to best in terms of targeting. Up until a few years ago, blog post 1 would have done fine in the weight loss industry but with more and more blogs popping up daily, lead generation is incredibly tough in this saturated industry and industry targeting is very necessary for marketers.
How to Generate Leads using Blogging
1.Write Useful Content
More often than not, marketers create content just for the sake of it. With increasing pressure from the ominous search engine giant, Google, to constantly create unique and quality content, marketers sometimes fail to realize that, at the end of the day, their job description is to generate leads and unless they are creating content to that end, any content they create is basically…useless. People love Hubspot’s blog because it constantly produces quality content that marketers can read and use. You need to do the same. You need to create content that empowers your readers: it needs to either solve a problem or teach them how to do something new.