Two Blogging Traps Your Business Should Avoid in 2023 and Beyond
It is estimated that there are over 600 million blogs out there today. As you think about how much that could grow in 2023, consider how AI-generated blog content will contribute to that trend. If you're looking to launch or improve a blog for your business in 2023, it can seem impossible to compete with all of that content.
At least that's how you should look at it.
Despite all of that content, your blog can still build trust, inspire reactions and generate sales. However, it is very easy to fall into the void of endless blogs that consumers ignore.
The key is avoiding the two big traps:
1. The Obvious Marketing Trap
2. The SEO Keyword Trap
To help you avoid these traps, let's take a closer look at them.
The Obvious Marketing Trap
I am continuously amazed how many brands are comfortable with generic and duplicated content. Now, when I say duplicated, I don't mean they're writing the same thing over and over in different places. I'm talking about writing content that everyone else in their space is writing.
For example, I've worked with SAAS companies in the contact center space. Speech analytics is a big part of today's product solution. So, they write blogs about it. If I search some common speech analytics topics on Google, here are some of the blog topics I see:
How Speech Analytics Can Benefit Call Centers
Benefits Of Speech Analytics For Customer Support Call Centers
The Benefits of Speech Analytics for Call Centers
10 Unique Benefits of Speech Analytics in a Call Center
Benefits Of Speech Analytics For Customer Support Call Centers
6 Benefits of Speech Analytics For Contact Centers
8 Impressive Benefits of Speech Analytics
Top 8 Benefits Of Using Speech Analytics For Your Business
The Value of Call Center Speech Analytics
If you're planning on launching a blog or writing new blogs in 2023, do you think you need to write one on the benefits of speech analytics?
At this stage, what's the point?
But you might be asking why (or how) did so many repetitive blogs get written in the first place?
The simple answer is: Because marketing.
A marketing mindset can create walls that keep marketers from recognizing a lot of important details. This is one of the reasons why I recommend changing marketing into a sparketing mindset.
A marketing frame of mind is already thinking about promotion and selling a product.
In fact, if a marketing department or business views the blog as nothing more than a broadcasting and promoting tool, the trap is already set.
In our example, speech analytics is a key part of a SAAS contact/call center solution. So marketing defaults to content that explains to the consumer why they want the product.
The problem? That's not how you spark interest in a product.
Just ask Guy Kawasaki, who explained in his book Enchanted why this approach failed when he worked on Macintosh Computers.
"The fundamental flaw of our approach was that we did not understand what potential customers were thinking. Indeed, we believed they should leave the thinking to us"
The real solution went beyond thinking (like a marketer).
"We were so enchanted by our own product that we could not understand why everyone else did not feel the same way. That’s when I learned that one must understand what people are thinking, feeling, and believing in order to enchant them."
In the blogs I listed, they all want to tell potential customers about the benefits of speech analytics. But what if the potential customer already knows about the benefits? Why are they going to read ANOTHER blog about that topic? If they've seen more than one already, it will probably seem stale or generate a "been there, done that" reaction.
Even worse, many of the blogs are probably written with a very similar style, tone and format because writers likely base their approach on other stale business blogs that they've read. It's almost as if they think, "That's just the way you do it."
Plus, if the content had a salesy/promotional tone that conveyed an interest in making money over serving the consumer, why would they think reading a blog with a title like:
Benefits Of Speech Analytics For Customer Support Call Centers
would it be any different than reading:
The Benefits of Speech Analytics for Call Centers
The Value of Call Center Speech Analytics?
It reminds me of my first advertising job back in the early 2000s. I worked for a recruitment advertising agency, and print ads were still a big thing back then. Our office had a "Wall of Shame," and it featured ads that used tired and cliché marketing headlines.
The most common headline that got the biggest laughs and eyerolls:
Come Grow With Us
It's as if marketing departments all over town felt that's what you write when hiring. Forget how much it's been used or whether it seems tired and cliché to the reader - that's what you write!
The worse news - I still see this headline used today.
I think cliché is a good word. Brooke Sellas uses it in her book Conversations That Connect. The context is focused on social media, but the reasoning can definitely be applied in a blog or other content context.
She said customers are "tired of cliché content that feels like more noise; just fluff and regurgitation; replication and redundancy."
Marketers are also customers and consumers. Why aren't they tired of it?
It's time to get tired of it and avoid the trap.
The SEO Keyword Trap
Even though it's 2023, my wife still uses an iPod Nano (created in 2005) to stream music and podcasts. Her way might seem outdated, but it still provides some value because it still does the job. The Nano just doesn't offer the same value to most people.
SEO is the same way today.
When you look at our contact center SAAS blogs, you see many of the same words, and we can bet the copy will also feature many of the same words. That's because the marketer mindset thinks more about old SEO ranking concepts and perceived business advantages and less about reader value.
SEO can still do some good, but it isn't providing the same value as it did ten years ago. One of the key reasons points to something we've already talked about - there are millions of blogs out there.
In 2012, it was estimated that there were 42 million blogs (compared to the 600 million now). Back then, thought leaders were answering questions like - Is social media a threat to blogs?
An SEO report from 2016 told readers that Google was blocking more attempts to game the system by killing keyword-stuffing and low-quality content spamming (though clearly, some haven't noticed).
Things have changed even more since then.
Due to the explosion of content and other trends, SEO has lost some relevance.
People are noticing changes in SEO for the SAAS industry.
Google is focusing on the user not only on finding content but their overall experience when they find it. The release of Google's Helpful Content Updates encourages an emphasis on "people-first content." They also advise avoiding search engine-first content that:
Uses extensive automation to produce content on many topics
Leaves readers feeling like they need to search again to get better information from other sources
And...(drumroll)...
3. Summarizes what others have to say without adding much value
So what do you do?
How You Can Create Meaningful Blogs in 2023
Now that you know how to avoid the traps, let's examine what you can do with your blog. Your first steps should include: 1. Learn more about your customers and potential customers 2. Look at the competition and focus on what they're NOT doing 3. Find out what people are talking about (and not talking about) in your industry 4. Make connections with like-minded professionals and thought leaders 5. Show personality, and get away from that stiff style that everyone can copy The Customer Focus I've seen instances where a marketing team puts extensive time and effort into creating content that explains and promotes something they think is necessary, only to have it not resonate. In one particular case, a member of the sales team said the potential customers he talked to didn't care about what marketing promoted. All they cared about was cost, support and flexibility. Get to know your customers and potential customers by:
Using social media to ask questions and engage in conversations
Getting insights from sales team members and others who talk to prospects
Conducting original research featuring consumer insights in your industry
The Competition Factor Don't be one of those companies who spends too much time trying to do what their competition does - only better. Instead, find gaps in their content strategy and fill those gaps. If they fall into the traps we've covered here, that's a huge opportunity! Like SEO trends changed, consumers have changed how the competition should fit into a content strategy. For example:
Your blog should not be afraid to answer questions about cost, product comparisons and other transparent topics.
You should not be afraid to occasionally link your competition's content in your blog.
Sometimes, others in your space will create something great (or better than you), and sharing that provides value. It also shows your consumer that you are so dedicated to giving value, you'll link competitors in your content. Consumers want to see your humanity and proof you're in the business of serving your customers over anything else. This is one of the great ways to prove it.
The "Not Afraid to Say It" Factor
Does anyone in your company have an opinion about something in your industry? Is there something that needs to be discussed in your industry, and can you start that conversation? Do you have a unique perspective on an industry trend? Take a stand, and don't be afraid if someone disagrees. This is one of the ways thought leadership can make SEO have a greater impact on your business. Which do you think someone in your audience or community would rather read: Another post on why they should want speech analytics or something thought-provoking that makes people want to learn more (and learn about how you're different in the process).
It's okay if someone disagrees.
It's okay if it seems a little bold.
It's definitely okay if your competition isn't writing blogs like that
The Connect and Collaborate Factor Social media isn't a powerful marketing tool because you can promote stuff on it. It's a powerful marketing tool because a "social" presence can supercharge your marketing efforts. If you build a community of engaged customers and advocates on social media, they'll do some of the marketing for you. It's even better when you find thought leaders, influencers and respected professionals who align with the opinions and values of your organization. Build relationships with them and invite them to contribute to your content. The process might look something like this: