Is blogging dead?
Do you worry that putting time and effort into creating content for your blog is a waste of time? After all, it seems like “it’s all been said already” by someone else in your field, and it isn’t 2007 any more!
It’s true, the internet is getting more and more saturated with content by the minute, and it’s easy to wonder why you’d bother trying to compete with all that noise in an attempt to get noticed.
And beyond that, it’s not easy to write great content week after week!
You’ve got to come up with great ideas…
Write something compelling and helpful every single week…
Add to that, like me, you’re probably not a trained writer or editor…
And sticking to a regular schedule? Forgetaboutit.
When you add it all up, from the noise online to the noise in your own head, blogging seems pointless.
So, does this mean blogging is dead?
Keep reading to find out what I really think.Click to TweetThink blogging is a waste of time? Jenny Shih shows you how to write authority-building blog posts.
The truth about blogging
For almost everyone, getting started blogging isn’t easy, and trying to stand out and get Google to notice you feels like a battle you can’t ever win.
That’s why you need to know this:
Blogging has (almost) nothing to do with winning on Google.
Sure, in the early days of blogging, creating tons of great content meant the search engines would find you which meant clients and customers would find you. SEO became a game of sorts, and the better you played the game, the bigger you won.
But this is not the game anymore, especially if you run (or want to run) a high-end, online, service-based business.
The genius of this business model is that you don’t need to rank high on search rankings, you don’t have to pay attention to changes in SEO algorithms, and it doesn’t matter if thousands of other people have a similar message to you.
When website visitors find your website through word of mouth referrals, social and email links passed along by their friends, or by clicking through on your Facebook profile after you answered their questions genuinely and authentically, they’ll check out your home page, your about page, and your blog.
And when you share your unique genius in your unique voice with your big, open heart, they feel you, and they instantly know you are the one who can help them. And when they feel that, they want to hire you!
So how do you write blog posts that showcase you and your expertise so you get hired?
You create authority-building blog posts, ones that seamlessly integrate into your overall marketing strategy and highlight how you are uniquely you.
And how do you do that?
Blog writing to showcase your expertise
Almost every business owner I speak with overthinks blogging. They compare an experienced blogger’s content—something honed over years of practice—with their first post, making things way more complicated than they need to be.
Blogging can be really easy (if you let it). It goes something like this:
Step 1. Think of a problem your target client has.
Step 2. Solve that specific problem with one idea in one post.
Step 3. Hit publish.
Don’t overthink it. Just write, jargon-free.
And, of course, avoid these three common blogging mistakes to simplify your blogging process, publish more content that engages visitors, and streamline your entire content-generation, client-getting machine (which is what your blog can turn into).
Mistake #1: You’re focusing on too many things
The first mistake you might need to correct is a lack of focus.
When someone clicks on your blog, it should immediately be clear what you do.
That’s why every piece of content you write should be geared toward your target audience. So much so, that they should almost feel like you’re reading their mind! That means no jargon.
When you publish focused content, you’re more likely to reach the right people. The people who want what you’re offering and who are more likely to buy when you’re selling.
To ensure your blog posts are even more valuable, be sure to give each one a distinct purpose instead of trying to cover multiple topics.
In other words, don’t make your readers decide what’s important and what they need to take action on… Tell them!
When you give them immediate value and information that is easily digestible, you’re positioning yourself as an expert and a trusted source. That’s how your readers will come to rely on you.
So narrow your focus on your blog and each blog post to increase the value for your readers—and yourself.My Personal Recommendation for YouAuthority-Building Blog Posts
Mistake #2: You’re missing an opt-in
What happens when a reader loves your blog post?
If you’re like most business owners, nothing! And the reason is simple: You’re not giving your reader an opportunity to opt in for more.
A reader that absorbed every word you wrote, is excited about what you have to say, and finds your content valuable is looking for more from you.
Make it as easy as possible for them to get more!
Simply include an opt-in at the bottom of each blog post so you can convert more happy readers into loyal subscribers.
You don’t need to overthink this and configure pop-ups or create content upgrades for every post. You just need to capture those leads, and a simple opt-in box will do it.
Remember that your opt-in should be something high value that people tell you is so good you should charge for it. Your audience can tell when you’re being generous and they’ll love you all the more for it!My Personal Recommendation for YouAmplify Your Opt-In to Help Build Your Email List Faster
Mistake #3: You’re not blogging consistently
Blogging consistently is another way to gain trust.
The more consistently you show up and offer value to your audience, the more often they’ll return.
So establish a routine and blog every week, this way you don’t give your audience a chance to forget you! (Think of how many times you’ve subscribed to a blog or a newsletter and forgotten who the person was by the time you got an email from them.)
If your readers can’t rely on you for consistent content, they might look elsewhere. Even worse, they might forget about you and what you do. Then, when it comes time to make an offer, they either unsubscribe or automatically delete your emails.
Which means all that time you spent gaining their trust is wasted when they don’t hear from you for weeks or months at a time.
And one more thing: Don’t mistake posting consistently with posting perfect content. You don’t have to be the best writer. All you have to do is write, and I promise you’ll get better.Click to TweetThe more consistently you show up and offer value to your audience, the more often they’ll come back.
Ready to rekindle your blog?
Even though there is a lot of content on the internet—and more and more by the second—there is no one else like YOU saying what YOU have to say in only the way YOU can say it.
Your blog is a tool for reassuring prospects that you get them and can help them. And not putting out regular content to serve your audience could hold your business back in the long run.
So take the time to put out blog content that builds your authority, showcases your expertise, and connects with your audience. You’ll serve more people and get more clients because of it.My Personal Recommendation for YouAuthority-Building Blog Posts