Why Your Blog Audience Isn’t Growing (and What to Do)

X Reasons Your Blog Audience Isn’t Getting Any Bigger
You may have a great idea for a blog, excellent writing skills, and a consistent publishing schedule – but that’s still no guarantee of success. Many talented writers see an initial phase of growth, but they eventually hit a plateau where the blog audience ceases to expand. 

If you find yourself in one of these plateaus, it’s important to take corrective action; otherwise, your blog growth may remain stalled indefinitely.

The Common Culprits

If your blog has reached a plateau and you're no longer seeing the growth you initially did, one of these factors is probably the culprit:
  • Repetitive content. Bad content probably isn't your problem; otherwise, you wouldn't have seen the growth that you've already seen. Instead, your problem may be repetitive content. If you're writing about the same topics over and over with no new insights, or if you're covering content to your competitors have covered in sufficient enough detail, there may be a few reasons for your readers to stick around or spread the word about your blog's existence.
  • Lack of marketing and advertising. You may also suffer from a lack of marketing and advertising. Hypothetically, if your content is good enough, your readers should actively share your stories with others and attract more people to the following. But this doesn't always happen without some sort of initial push. You should be prepared to spend some money on marketing and advertising to kickstart your growth.
  • Inconsistency or lack of focus. It's also possible that you're struggling from inconsistency or lack of focus. What is your brand? What makes it different from other brands? How often are you publishing and are you sticking to a consistent schedule?
  • Poor targeting. Do you know your target audience? If you don't have the target reader in mind, it's tough to make your content both compelling and relevant. And if you don't understand your target audience well, you're not going to be able to write for them or market to them competently.

Analyzing Your Efforts to Date

Before you start attempting any tactics to restart your blog growth, spend some time analyzing your efforts to date. Is there a specific point where the growth begins to halt? Are there specific shortcomings in your blog that you know about? Have your readers praised and/or criticized various elements of your blog? Gather all these points of evidence and try to figure out what the root cause of your plateau is.

Investing in Marketing and Advertising

One of your best tools is going to be marketing and advertising strategies, which can directly introduce people to your blog for the first time. Once you've done your market research and you understand your target audience better, you can try one or more of the following strategies:
  • Search engine optimization (SEO). Search engine optimization (SEO) is one of the most powerful digital marketing strategies available, because it's both inexpensive and infinitely scalable. If you're writing great content, you've already got one of the most important pillars of the strategy; you’ll just need to refine your targeting with the help of a solid keyword search tool. From there, you're going to need to invest in offsite guest posts, build links, and perfect the architecture of your site.
  • Pay per click advertising (PPC). PPC ads can be expensive, but they also have the potential to send practically guaranteed traffic to your site. It's great if you need a short-term boost.
  • Social media marketing. You should already be on social media promoting your best content. If you're not, now is the time to get started. You can also invest in social media ads to reach even more people, assuming you have the budget.
  • Influencer marketing/partnerships. Consider partnering up with other content writers and influencers in your space. Collaborating on a shared piece of content or cross-promoting each other's work could be valuable to both of you.

Polishing Your Content Quality

Don't forget to polish the quality and consistency of your content as well.
  • Stick to a schedule. Make sure you're publishing on a consistent basis. Depending on the nature of your blog, that could be daily or weekly, or even monthly.
  • Inject more variety. Consider injecting more variety into your blog as well. If you usually write short posts, throw in a few long ones. If you usually write articles, make a few videos.
  • Get controversial. Don’t be afraid to use controversy to your advantage. Controversial subjects may alienate a handful of your readers, but it's only going to make your remaining reader base more passionate and interested.
It takes a lot of work to make a blog successful, even if you're a good writer with a solid idea. Try not to get discouraged if you do hit a plateau early on in your blog growth strategy. There are always tactics that can help you pull yourself out of this rut and get back to your target growth rate.

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