When someone tells me their business blog isn’t yielding results, I often find it’s because their approach is tainted by one of these misconceptions.

Publish and readers will come

Not so. It’s not enough to write and publish.
You need to create ways for people to discover your posts. That usually means optimising your posts to make them more likely to appear in search engine results for queries related to the topic, and promoting the posts on your social media channels.

The more you publish the better

This might be true if everything you publish is highly useful, interesting or entertaining to your target audience. The fact is that a single piece of content an audience finds valuable tends to travel further, faster, than a dozen mediocre pieces combined. If you’re posting every week but publishing merely average material, consider investing the time or budget you currently use on those posts into producing and promoting just one or two outstanding pieces a month.

Posts should promote a product or service

Not so. If your blog posts sound a bit like a salesperson’s spiel, you’re missing the point. Instead of trying to sell, look at your blog
as a way to educate prospective clients, help them achieve their goals as they relate to
what you offer, and build trust in you as an expert in your arena. View your audience as people who have the potential to become
your customers at some point. While a few might be ready now, more will be ready in
the future if you nurture the relationship and hold their interest.

It’s all about audience numbers

Yes, and no. Gaining more readers, more followers, more subscribers, is a good thing but only if those numbers are heavily laden with prospective clients. The more relevant your audience, the more leads your content publishing activities are likely to generate. A small but interested audience can be a goldmine.
You don’t need a big budget to get results, but you do need the right approach. ❐

Leonie Seysan is the director of Article Writers Australia, a content agency specialising in B2B and professional content.