Businesses everywhere now use blogs in a bid to grab the attention of potential customers and engage with existing ones.
There are also experts with blogs that cover specific areas of expertise, and other people blogging who blog to have their say on something that is close to their heart.
When it first began, blogging was an effective technique of communication; yet, today, most blogs do not manage to garner as many views and visitors as originally envisaged.
Which brings us to the important question – why do blogs fail?
Lack of a Distinctive Voice
People reading blogs are looking for news and views that hold their interest, something to challenge their thinking or give them a new perspective.
A blog without any newsworthy content is therefore a recipe for failure.
If a blog speaks of interesting events a week or two after they’ve occurred, it doesn’t carry favor with readers.
A blog may have good content, but if it’s only a rehash of what everyone else is saying readership will naturally dwindle.
Having an outside professional contribute to the blog is another thing that keeps content fresh going and gives a blog new voice.
Sadly, many bloggers choose to ignore the value of incorporating other writers, and dwindle.
Failure to “Sell” the Blog
You may have put your heart and soul into creating your blog posts but all effort does not necessarily translate into recognition. Many first-time bloggers do not realize the value of networking to connect with readers and expert bloggers to create reciprocal relationships.
Especially in the beginning, most blogs receive very few visitors, and most bloggers become turned off and quit quick.
To get the word around, you have to promote your blog through social networking, using your contacts on Twitter, Facebook and Google+ and by offering e-mail subscriptions with more quality content.
Blogging is like conversing with people, and just as in real life it takes two or more people to have a conversation.
The virtual world also needs quality communication.
For example, sometimes you have a brilliant blog post that attracts comments from a few visitors. Unless you reply to their comments in a warm and friendly tone, you will not have them coming back to your blog. Disagreements are okay and necessary, but nobody comes to your blog to be tortured by trolls.
Many bloggers get so busy with writing new posts and articles that they neglect this important aspect of answering the comments their blog receives.
I’ve even been struggling with keeping current with blog comment responses, and have made it a goal to improve on this aspect of my blogging ventures.
People come to blogs to find something that interests them, not necessarily because they care about your views or the products you promote. It totally depends on your blog’s brand.
Unless you provide content that gives readers vital information to meet and conquer their challenges, they will not come back.
Too many ads on a blog are another repellent – people come to a blog to read and perhaps exchange views, not to be bombarded with sales talk and manipulation.
A gift such as a free newsletter subscription is always welcome, but outright commercial selling tends to drive away visitors.
Having a blog of your own is easy – but making it a popular blog takes constant, hard effort.
However, it helps to remember that most bloggers go through the same initial dreary period.
We all hit brick walls.
The only thing that can see you through to a successful blog is your unstinting effort to keep going, learning and re-learning until you see the potent results.