Question: Our blog doesn’t receive a lot of traffic so doesn’t it make sense to post less content since not many people are reading it?
What a terrifically unfortunate predicament. Let me ask you a question…
Sales are down 20% in your business, what do you do?
A.) Increase the number of calls and follow ups?
B.) Fire your sales staff
C.) Nothing, and hope things get better?
Let me give you a hint, the answer is not C, and in most cases not B (Assuming your sales team is capable). The answer that most business leaders should have come up with is A. When sales take a dip, amp up your efforts; more calls, more follow up, more proposals.
When it comes to your blog and your content strategy it should be much the same. If the readership isn’t there it is actually a cry for more content and more quality.
How will more Content Help?
Although you didn’t actually ask this question, it is hard to answer your first question without addressing this. So we are giving out a freebee.
By generating more content you are increasing the amount of information that you are putting out for potential readers. This increases both the search value of your site, the social sharing opportunities and the chances to engage with your readers.
With more frequency you increase the amount of online authority you are showing in a subject by putting out more quality content aimed at your target audience.
But Nobody is Sharing our content, that is the Problem!
I see your predicament, however by continuing to decrease your content efforts that isn’t going to fix the problem.
Here are a couple of tips to have your content go further.
- Share the content across all platforms
- Research keywords and use in your posts, especially in your headers
- Share the content multiple times in appropriate platforms (Twitter)
- Join Groups on G+ and LinkedIn where you can share to target Audiences
- Engage others with content and share useful content to build reciprocity
- Stay the course…
When it comes to B2B content, less is not more, less is definitely less.
So just like the commitment you would make to sales, content marketing requires a commitment but the payoff can be tremendous…
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Daniel Newman is the co-founder of V3*Broadsuite and is an experienced C-level executive, serving as a strategy consultant for small and mid-sized businesses. He’s also an insight/analyst partner to four Fortune 50 enterprises and previously served as the co-founder and CEO of EC3, a hosted IT and communications services provider. Prior to that, he served as the CEO of United Visual, Inc. in Chicago Illinois.
He is a widely published writer who contributes weekly to Forbes, Entrepreneur, Huffington Post and industry publications such as Commercial Integrator, Sound & Communication and Corporate Tech Decisions. He’s also author of three best-selling business books including The New Rules of Customer Engagement, The Millennial CEO, and just recently Evolve: Marketing (^as we know it) is Doomed.
Daniel has established a reputation as a leading thinker in topics such as Social, Big Data, Cloud and Mobile. He has been named to many top influencer lists in all of these areas, including recognition by the Huffington Post as one of the 100 business and leadership accounts to follow on Twitter. He is also an adjunct professor of management at North Central College.