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Posted by: Scott Sandbakken on Mon, Jan 13, 2014

Why Blogs FailBlogging is a great way for a business website to generate more traffic.  A good business blog can also generate sales leads and can build your company as a thought leader in your industry.  However, not all blogs are created equal.  Some experience tremendous success, while others simply fail.  So, why do some blogs fail?

A successful blog requires a well-defined purpose

As for many things, your blog will fail without a well-defined purpose.  So what is the purpose of your blog?  For many businesses, the purpose of a blog should be to educate and inform your audience on topics that relate to your business.  For instance, if you’re in the business of selling widgets, then your blog should be about how to use widgets, what widgets work best in certain situations, how others have used widgets, etc. 

A successful blog requires a well-defined audience

Who are you writing to?  This question defines the writing style (professional, casual) as well as the topics in your blog.  If you don’t know who you are writing to, then you are writing to no one.  By knowing who your audience is, you can create content that targets them specifically.

Remember, you are writing to real people.  These are your customers and potential customers, not some faceless search engine.  Write in a way that is easy for them to read and understand.

A successful blog provides value

Sure, that article you wrote certainly has a lot of information in it, but does anyone care?  To be successful, a blog must provide value to the reader.  Many times, the best way to create a valuable blog article is to start by answering the questions that your targeted audience are asking.   Creating helpful articles helps you gain your reader’s trust by making your blog a reliable source of information. 

Ask every member of your sales and/or support staff to write down the three most common questions that they are asked.  Create blog articles that answer every one of these questions.  Not only will this provide your customers with valuable content, it may actually free up some of your staff’s time as the customers are now able to answer their own questions.

A successful blog requires exposure

So you wrote a great article that aligns with your blog’s purpose and will provide lots of value to your targeted audience, but you didn’t tell anyone about it.  This would be like an artist creating a beautiful painting, then hiding it in a closet.

You need to spread the word!  Post the link on Facebook and Google+, tweet about it using relevant hash tags, send out links to your email subscribers, and find relevant sites whose audience could benefit from your article and post a link. 

A successful blog requires consistency

For your blog to be successful, you need to provide fresh content on a regular basis.  You readers need to be able to rely on your blog to provide them with fresh, relevant content on a regular basis.  Whether you blog 2-3 times per week or only a couple times per month will depend on your audience, but the length of time between each article should be fairly consistent.

For more information on business blogging, check out these articles:

See the Impact of Blogging  Learn how (and why) we approach blogging the way we do in this Case Study. Download Case Study
Scott Sandbakken

About The Author

Scott Sandbakken

I’m a problem solver. I was drawn to programming because I like to create new functionality, either by adding to existing software or by creating my own, that solves problems or generally allows people to work more efficiently. I also consider myself lazy! That is not to say that I’m not willing to work hard, but I would rather create ways to automate repetitive tasks than do them myself manually. In my free time, I like to watch sci-fi, play classic video games, and even write a little code just for fun.


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