Opinions expressed by Entrepreneur contributors are their own.
It’s common for entrepreneurs, marketers and other business personalities to espouse the benefits of content marketing. They tell you to put together a great blog, optimize for some SEO keywords and build some links. Over time, they say, you’ll attract more people to your website thanks to a combination of more loyal customers, increases in your organic rankings in SERPs and greater visibility on social channels.
I can personally attest to these benefits, since I’ve seen them play out in many businesses. But I’ve also met business owners who practiced content marketing only to find their web traffic remaining stagnant.
In other words, nobody is reading their blog.
Why is this the case? And what can you do about it?
Fortunately, if nobody’s reading your company blog, the effects can usually be attributed to one (or more) of several easily identifiable factors.
It’s unoriginal (or: someone else is doing it better)
First, and most commonly, your blog may be unoriginal. In other words, someone else is already doing what you’re doing — except they’re doing it better.
If there are several other companies with blogs similar to yours, you can’t possibly expect yours to get more attention. Your readers probably see you as an inferior imitation, or a carbon copy of these other blogs. If those other blogs have more history or a more dedicated readership, you’ll never win people over.
To fix this, you need to find a way to...
Read Full Story: https://www.entrepreneur.com/article/393464
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