Content Fatigue, Toxic Shock, and Boring Blog Syndrome
If you don’t have a blog, skip this.
Go immediately to the top questions your customers ask, the reasons people say no, and start one.
Whether you create a written blog, a video blog (vlog), or a podcast (or all three), if you don’t have content, why would people ever find you organically and visit your site?
I hear from owners and directors all the time who say, “Our number one source of new members is referrals.” Well, yep, if you have no content… it HAS to be that way. What COULD you be attracting if you had more arms reaching out to attract your customers?
And if you have a blog and it’s not attracting customers:
1. have you created content your customer cares about? is the title based on searches that your customer makes on Google? does your content solve a problem your customer knows he/she has and is actively looking for a solution for?
2. did you put the “share” buttons on your blog page?
3. have you been sharing that content over all your social media channels? (the purpose of your social media channels?)
4. are you consistent? with the same content? the same target reader? are you talking to them regularly?
I have a blog for my consumer audience at flippingfifty.com
It’s fairly well read and well shared. I’m always looking for “more” but it’s gaining traction over the last 3 years, and more so in the last year since I moved sites and changed URLS twice. (short term ouch: long term win)
I now have people asking to guest blog. They even go so far as to share the blog content they’d like. This is a great strategy for someone to share their content on my site and reach my audience. The problem is clarity and purpose. Yes, I serve older adults, Specifically, I serve women 50 and older who are savvy, smart, professionals, who don’t want to settle, who feel 35 and want to get their energy, life, and mojo back with attitude and experience.
What I’ve received in the last couple weeks is two blog articles that are generic information about aging and the number of people aging and with osteoporosis and using the word “senior” and “active aging” in the copy. There was nothing useful to take action, solve a problem, or immediately make my audience feel like that was a valuable way to spend 5 minutes. UGH. It could have appeared anywhere… which means it was never going to appear on my blog.
Be sure when you finish writing your blog, you put it away. You read it later and ask:
- Is it uniquely targeted at my customers?
- Does it solve a problem that I repeatedly hear customers and prospects talk about?
- Do customers walk in the door or come to consultations with questions about this topic?
- Would I bet $100 that they search for answers to this question on Google at night?
- Is it clear why I wrote it and how this will help?
- Do I involve data and research in a way that helps my customer?
- Do I provide actionable steps to use the information?
- Is there a clear “next step” for the reader who wants more?
- Is there an absence of generic call-to-action, like “check out our personal trainers”?
- Are there at least 6 ways I can take a quote, an image, a statistic.. and make a social media post?
- If I treated this like real estate that would either attract or repel (if it doesn’t attract, there is NO neutral) would I still publish?
Simple ways to get your blog shared (let’s say you are smart enough to know you have to have SHARE buttons on each blog post so it’s possible: guess what? no one is going to copy your URL, paste that into their social media account AFTER they log into it… just to share your blog: make it easy!):
Be of value. It’s not a platform for your opinion.
Create engaging (not boring) information. Have a unique angle or opinion about a topic that has been covered too often.
Create less but better content. Here’s how:
Choose a theme for the month and go with it.
This week on the fitness pro email I share how this makes your job of coming up with content SO easy… and SO much more profitable.
Here’s the summary and for the how to do it, catch the conversation I have only on email:
- Create Good Content
- Use Data
- Chop it Up for Social Posts
- Re-purpose it on every platform
- Drive back to You, You, You
- Have a “next step” that is relavent
If you have someone with a title of “social media marketing manager” or “marketing manager” and they’re not telling you this is how to do it and showing you the spread sheet on each piece of content you create and how it’s performing?
Don’t let the door hit them on the way out.