Why Your Content Doesn’t Sell
The first thing we’re going to discuss in our series on writing blog content that sells is why certain content DOESN’T sell.
Only by knowing what it is that can make content perform poorly can we learn to create content that DOES perform.
There are five main reasons content fails to perform properly, and we’re going to take a look at each one.
First, and most obvious, is the lack of a strong call-to-action. A lot of bloggers tend to write content and slap it up on the blog, just hoping for the best.
It’s like the old adage that if you throw enough crap at the wall, some of it is bound to stick.
The trouble is, when you have no call-to-action, people are not going to take any action at all.
Oh, sure, you may get the occasional subscriber or the occasional click on an ad. Maybe even a sale or two here and there. But it’s not likely you’re going to see a lot of results.
Another major reason content fails to get results is that it is simply off topic.
I mentioned this in our last post, but it deserves to be repeated. Content that is off topic may bring in some extra traffic, but it’s probably not going to do much to help you achieve your goals.
Content that goes on too long is going to be counterproductive.
I know the conventional wisdom these days says you should create longer content for search engines, but if you let your content go on for too long, it’s going to become so boring
people leave before they have a chance to take whatever action you want them to take.
Writing content that serves no purpose as far as your goals is also counterproductive.
If you’re writing content just to write content, it’s likely not going to perform.
Finally, you don’t want to include any kind of distractions that might capture attention and draw it away from your goals.
Let’s say your primary goal is to build your subscriber base. The last thing you want is for an interstitial ad on your site to draw attention away from your subscription box, especially if you’re sending that traffic to some affiliate product that hasn’t even proven to convert well for you.
Now that you know some of the things that cause content NOT to work well, it’s time to move on to things that DO work.
Our next post is going to delve into some ways you can create content that will help you get closer to your goals while still being useful, interesting and entertaining to your audience.
Be on the lookout for our next post.
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