We’ve all heard the expression, “If you build it, they will come.” Well, your organization built a blog…so where are all the readers?

If your blog is growing cobwebs, then this post is for you. Here are the five reasons no one is reading your organization’s blog:

1. You’re not promoting your blog.  

Even if your blog posts are fantastically written, no one is going to read them if they don’t know they exist. That’s why online promotion is so important. To get your blog noticed, try…

  • Promoting your posts on social media
  • Sending emails to your members and potential members (but only if they’ve willingly given you their email address)
  • Including blog content in your organization’s newsletter
  • Including a link to your blog in the main navigation of your website

2. Your content isn’t relevant to your members and potential members.

This one’s huge. The whole point of having a blog is to provide your readers with value. Your content should satisfy your target audience’s needs, interests, and questions. Not sure what those needs and interests are? Take a step back and try focusing on your member personas. Understanding your member personas will allow you to create content that directly matches their needs.  

For tips on creating member personas, check out our persona blog post here.

3. You’re only blogging about your services and accomplishments.

It’s fine to blog about your services and accomplishments every once in a while, but that’s not what blogs are for. Blog are meant to provide readers with value (see point #2) and information that can’t be already found on your organization’s website. To keep people interested, make sure your content is helpful and unique.   

4. You’re publishing infrequently and inconsistently.

Here’s the thing: no one’s going to come back to your blog if there isn’t anything new to read. Get people hooked on your content by committing to a publishing schedule. As an association professional, we know you’re busy, so try starting with one post a week then working your way up.

5. Your blog posts are poorly formatted.

If your blog posts are difficult to read, people are going to jump ship. Make your posts inviting and easily scannable by including white space, bullet points, numbered lists, and section headers.

Want more tips for engaging your members online? Check out our free Membership Website Guide below!