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.
2.One Blog Post a Week is Not Going to Cut It
Equally important as creating useful content for your readers is creating useful content for your readers regularly. If you want to get people to your blog organically and thereby generate leads, you need to generate multiple blog posts a day for a prolonged period of time (maybe 1-3 blog posts a day for 3-4 weeks). This will move the SEO needle, anything less will probably not. One well-written blog post will not spark a deluge of traffic. It just won’t.
With each post that you make on your blog, encourage your readers to do something at the end, i.e. include a call-to-action in your conclusion. This will increase your lead generation several fold. Your call-to-action can be, quite literally, a CTA button at the end of each post whereby you offer something related to the topic of your post.
Authorship looks like it’s here to stay. And since it’s a product of Google, you should probably start using it ASAP. Let’s be honest with each other. Those links in the SERPs with a picture of the author right next to them are the ones that we click. We judge based on pictures. It’s not necessarily a bad thing; we can use it to our own advantage. More exposure = More subscribers. Plus, authorship has the added advantage of ‘proving’ that the content you publish is actually yours, which gets rid of the duplicate penalty issue.
For more information on using Google Authorship, check out this link: https://support.google.com/webmasters/answer/1408986?hl=en
Yes, this post is not about using flashy images and arrows and trickery. The web as a whole is steering away from these things. What matters now is consistent quality, with a sprinkle of fanciness, and clear instructions.