By Jared Atchison, co-founder of WPForms

So you’ve created an awesome blog. You’ve done the research and put in the time. You churn out piece after piece of content and then sit back and wait for the organic leads to come in. But no traffic comes your way. Not even a little bit. Why is that?

Because you can’t simply create content without formulating a plan for how traffic will come right after. You have to work on getting eyes on your blog posts that will eventually be shared and turned into paying conversions

If your blog isn’t getting the traffic you want, there are a few mistakes you’re most likely making.

All Creation, No Promotion

Content promotion is all about strategizing how, when and where your content will be promoted. You can do this through several channels and platforms depending on where your audience is most active.

Promotion is just as -- if not more -- important than creation in content marketing. You can have all the amazing content in the world; it won’t matter if no one sees it. There are several ways you can promote your content:

  • Email list: If you already have an existing blog readership, get them on your email list. Every time you publish a new blog post, email the link to your subscribers for more eyes on your writing.
  • Guest blogging: Don’t be afraid to reach out to blogs more popular than your own and see if they accept guest posts. Just because they’re your competition, as you both create similar content, doesn’t mean that you can’t get help from them. Show off your skills in your guest posts and link back to your blog and social media for more shares, likes and conversions.
  • Social media: Use your social media accounts to link back to your newest blog articles and keep your followers updated on what they can expect from your brand.

Not Knowing Your Audience

If you write a blog post and then sit back wondering who’s going to read it, you’re already off to a bad start. Knowing your target audience is everything when it comes to garnering organic, repeated traffic.

Your target audience is the group of people who are most likely to be interested in your content, products and services. If you’re a pet store, your target audience is pet owners. If you’re a nursing home, your target audience is senior citizens looking for assisted living options. You wouldn’t try convincing a pet owner to look into nursing home plans, would you? It just doesn’t make sense.

That’s why you need to map out your buyer persona, which is a fleshed out profile of your ideal customer. Why is it so important to know your ideal buyer? You’ll reach a specific population that can relate to your brand because it matches their interests; you’ll have the ability to create content based on their wants and needs, and it will enhance your business plan to be more refined and targeted for a higher return on investment.

To create your buyer persona, consider:

  • Demographics
  • Education level
  • Hobbies and interests
  • Their buying process

Talk to existing customers. Research who your customers are. The more precise you can target your content, the better, as it will cater to a specific population that will want to pay attention to your brand.

Lack of Keyword Research

Once you have a clear map of your buyer persona, it will become easier to use keywords to curate your blog posts. Keyword research tells you where your organic traffic originates from, which gives you a clearer idea of how to make your content marketing plan succeed. Use a tool like Google Keyword Planner to research what’s ranking high with low competition.

Getting ideas for what to blog about can be tough sometimes. That’s why question-and-answer platforms like Quora and Answer The Public are so handy; they show you the top questions people are asking about the specific keywords you type in.

Pay attention to long-tail keywords. These are longer, more specific keywords tailored to a niche audience. You’re more likely to rank higher in Google and other search engines by using longer keywords, so they’re essential for increased traffic.

Wrapping Up

If you’re struggling to get your stellar content more likes, shares and engagement, try revising your content marketing strategy. The best content in the world won’t rise to the top by simply existing; it has to be promoted, be created with the buyer in mind and include keyword research to find the right consumers.

Jared Atchison is the co-founder of WPForms, a drag & drop form builder for WordPress that's being used on over 400,000 websites.

Published on: Dec 12, 2018