So you're trying to measure the effectiveness of your content marketing approach and it's clear that your blog or blog posts are not bringing in as much attention as you'd hoped. When writing a branded blog (or any blog at all) the content, length, tone, and approach really matter to your reader and to the success of the blog. You can blame low engagement on the shortened attention span that the Internet has gifted upon a majority of people. You can even point fingers at outlets that provide over-stimulation from "breathtaking" pictures and "must-read" headlines. But the fact of the matter is, you and your blog could benefit from a little spring-cleaning.
Here are the top four reasons why your blog is boring:
1. It's too buttoned up.
The great thing about a blog is that it's a place where you can be candid. Write in a relaxed tone and use quotes, sayings, and acronyms. This doesn't mean that typos and grammatically incorrect sentences are going to make your blog more interesting. What it does mean is that you've got to loosen up a bit. Use a template such as Draft: It's an inviting blank space, saves quickly, and encourages you to just write. And remember that authenticity matters, so be yourself. Your readers can tell the difference between when you're having a conversation with them and when you're trying to sell them something.
2. You're not tapping into emotions.
With so much to read, people want something they can connect with. You have to give your readers a reason to care. Whether it's funny, moving, smart, or inspiring doesn't really matter as long as they feel something. We often get caught up just wanting to get a message across or have the consumer take an action -- we don't realize we've got to romance them a bit beforehand. This is key to content creation and will make a world of difference when evaluating how effective branded content has been for your organization or personal brand.
3. It's too long.
Keep your posts short and to the point. What was the average attention span in 2013 you ask? Eight seconds. EIGHT SECONDS! There's really not much more to say about that.
4. Your topic is too broad.
Your topic's been done before and quite possibly done better. If everyone is talking about weddings, health, kids, food, etc., instead of jumping on the bandwagon, why not find a different approach to the same topic? Instead of adding to an already cluttered space with more of the same insights or takeaways, introduce your readers to a new perspective -- challenge their way of thinking about something that may have already been talked to death... that is why you're writing after all, isn't it?
Blogs are the grandparents of content marketing and storytelling. They've been around a long time and still remain relevant; we should've at least learned how to do it right by now. Telling your story is important, but even more vital is getting people to care about that story and take action. Creating interesting, to-the-point, informative posts is how you can do just that.