These days it seems like every person with an Internet connection has a blog. That’s super-awesome. We love content here at EMA and, in many cases, having a blog is a smart piece of our clients’ marketing strategy.
Business and personal blogs alike continue to come and go, and while some flourish, many fail and are doomed to “this page no longer exists” land. As much as we all want to be a modern day Carrie Bradshaw, in some cases it’s time to stop the madness. Here are the top five reasons you should stop blogging now — or at least freshen up your approach.
5. You don’t know how to Twitter.
We’re not saying you need to have one million likes or followers, but please tap into a resource who knows the basics of social media. Whether your blog is designed to engage with industry influencers or acquire new leads, social media should be part of your content strategy, and when done well, will enhance your blogging efforts.
4. Your blog looks like a used car dealership.
Repurposing content makes sense for many business blogs, except when it doesn’t. A blog should be authentic and give your readers something of value. As great as your holiday sale may be, blogs that simply regurgitate sales and promotional materials as blog posts are not going to last long.
3. Your last blog entry was just a few months ago.
Just a few months ago?!? Blogging infrequently is worse than not blogging at all. It’s critical to define a schedule and stick to it. Imagine you start getting a new magazine you love and one day it just stops showing up at the newsstand — it won’t be long before you stop looking for it altogether. Building loyal readership means being there for your audience on a regular basis to establish the kinds of relationships that create results.
2. Your spouse loves your blog! But no one else can find it.
So you have a schedule, you have a plan, in fact your blog is pretty wonderful. The problem is that no one knows it exists. All too often companies build blogs but fail to consider how they will reach their target audience with this valuable information. Defining where your blog will live and how it will be marketed and pushed out to your targets is vital for success.
1. Your objective is to have a blog.
Our number one reason to stop blogging now is the “we need a blog” factor. It’s like needing the latest and greatest gadget or iPhone just because. In all reality, you may need a blog, but first start asking yourself some key questions: What are our overall business objectives? How could a blog help us meet these objectives? What kind of content will we publish? How will we push this content to our target audience?
In conclusion, don’t blog just to blog. For more tips on creating a successful content marketing plan, check out our free ebook.
By Jessica Chapman, Account Supervisor