If you’re a tech industry marketing professional or work in a technology-based business, you might be among those who are struggling to get readers for your blog. If that’s what got you to click through, I have some good news for you. For starters, this problem is temporary. Secondly, I have some valuable information to share that is likely to turn things around. If you read this article to the end, you’ll be well on your way to getting more readers and have the tools and helps in place to ensure long-term success.
Let’s face it, making technical subjects interesting can be a challenge, even if your market caters to a B2B audience. It can be tough finding the right balance between conveying the information you need and keeping it engaging. Is the problem your content? Well … maybe, but there are other things to consider, as well. I’ll comment on some common content issues shortly. Still, it isn’t always about the content, at least not from a subject and delivery perspective.
Tech blog audiences can be tough to build, but things can really take off with the right approach. Here are a few common reasons why technical blogs fail and how you can turn things around with yours.
Your Targeting Is Off
Part of the problem could be that you just aren’t putting your content in front of the right people. So, how do you fix that? It starts by doing some split testing and figuring out who is actually interested in your content.
I’m operating under the assumption that you already have an email list. If not, building one will help you tremendously. Having a list isn’t enough, however. You need to stay in people’s inboxes and give them reasons to open and click through.
So, let’s say you already have a list. How do you manage email communications? Do you send the same messages to everyone? Are your subject lines good enough to pique readers’ interests? Have you tried resending low-performing messages or sequences with different subject lines? All of these things are important and necessary actions for narrowing down who your actual target audience is.
Even more important is understanding list segmentation. In case you aren’t aware, you don’t have to send to your entire list at one time. In fact, it’s usually a bad idea to do so. How are you collecting email addresses? Have you considered the various funnels you’ve implemented to capture those addresses? This information can be very helpful in determining the likelihood of generating more opens.
Look at your metrics once in a while. They can be a huge indicator of the list segment(s) upon which you should be focusing your attention. If any of this sounds foreign, you may also want to look into some online email marketing courses and make a small investment in learning how it works.
Your Targeting Is Fine, but Your Content Is Off
Let’s face it, your content could be the thing holding you back. Here are a few factors that play into issues with your content:
• Your blog has never performed well.
• You are maintaining a very small, very stagnate reader base.
• You aren’t publishing new content consistently.
• Your content isn’t SEO-friendly or presented in a way that promotes engagement.
• You’re doing all the writing yourself.
If your blog has always underperformed, I hate to break it to you, but … people flat out don’t like your content. If your reader base is focused on just a small group of readers, you likely aren’t creating particularly sharable content or including clear calls to action to share.
If you publish three articles in a row and then go dark for three months, your brand will not remain at the forefront of your readers’ minds, and they’ll quickly lose interest. Even if you are current and consistent with new content, you need to optimize your blog content for SEO.
The biggest issue, though, usually revolves around who is writing your content. Are you going it alone? If so, you might want to consider at least consulting with a technical copywriting service and getting some feedback. You’re likely to be surprised to learn what is holding you back. You might also find competent help in correcting common errors or gain enough confidence in an outside service managing your blog development.
Your Content Is Fine, but Your Target Audience Isn’t Reading It
The most common reason for this is that you’re off your support content game. How well would you say you manage your social media accounts? How often do you engage personally with your social audiences? If you think you have those bases covered, how are you presenting your blog content? The right combination of content elements is the key to watching your audience explode.
A professional copywriting service, like BeezContent, can help you wrangle in your technical marketing content strategy and find that sweet spot that gets people not just reading your blog but also excited to see new content from you. Enthusiastic readers share your content and become loyal readers or clients (whatever your marketing goals include).
The first step is talking with us. We can go over your current blog with you and provide some helpful advice. We can also start producing content for you immediately that increases your odds of success by a considerable margin. I want to personally invite and encourage you to contact us to learn more and get moving on a new, engaging, and successful blogging strategy today.
