Insights on Marketing & Technology

Why no one is reading what you're writing

I see it often: Businesses hire a blogger, or rely on an existing employee to spearhead their content strategy. They have high hopes for increased website traffic, email subscribers and sales. New content is frequently published to the blog. Weekly email newsletters are sent out with helpful information and tips, and social media updates are posted regularly. And yet, there’s just one tiny problem: No one is reading what you’re writing.

  • By: Jayson DeMers
  • Published: 14-09-2015
When you’re investing huge amounts of time and resources into your content marketing strategy, it can be disheartening when your content doesn’t get the traction you think it deserves.

This is one of the most common complaints I hear from business owners who are investing in a content strategy.

Following are five reasons no one is reading what you’re writing…and what you can do about it:

1. Your content doesn’t have a unique angle

Take this article, for example. I could rehash the same old points in the hopes that you haven’t already read dozens of articles on this topic.

But, I know that you’re reading this because you’re looking for ideas you haven’t thought of before. Your audience is also too savvy and too busy to waste their time on unoriginal content.

Before you write an article, take some time to see what’s already been written on the topic. Ask yourself: What can I add to the conversation? What unique insights or experiences can I draw on to make this blog post unique? What questions can I raise that others aren’t asking?

2. Your blog doesn’t have a unique angle

Let’s face it: some niches just have too many blogs. If this is the case in your niche or industry, it may be time to look at the overall focus of your blog.

What are your competitors writing about? What’s their angle? How can you differentiate yourself?

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Jayson DeMers

Jayson graduated from the University of Washington in 2008 with a degree in Business Administration (Marketing), and immediately entered the professional online marketing world. He founded AudienceBloom in April 2010, and have since become a columnist for Search Engine Journal, Search Engine Watch, and Huffington Post.

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