A successful blog completely zeroes in on a specific target audience, then highlights niche topics that dovetail with its central theme. The world’s most successful blogs follow this formula. It’s why The Huffington Post has an estimated unique monthly visitor count of 110,000,000, TMZ, 30,000,000, and Business Insider, 25,000,000. There are lessons to be learned from these highly successful blogs — lessons one can use to rejuvenate a blog that has simply “run out of gas.” So before you write off a blog as a total failure, here are some ways it can be rescued.
Many blogs that fail lack authenticity. It’s important to express yourself with believable emotion. Give something of yourself; make it personal so readers can identify and connect with you and not just the topic. Don’t just write for a mass audience. State an opinion that coincides with your blog’s theme. Keep in mind, you can’t just recite facts. Your blog has to have an attitude. And it has to offer some really useful “takeaways” for the reader.
Ditch the Blame Game
If your blog’s numbers have cratered, don’t just sit there and blame its failing numbers on irrelevant factors. It’s not your domain name or that you’re using WordPress instead of BlogSpot. These blame games won’t re-energize your blog. They just take mental energy away from the real problem, which is the writing. If you concentrate on giving people useful information and add some personality, namely yours, your blog numbers should rise. Why? Because people not only need information, but they can be drawn in (or put off) by your writing style and how you say things.
When pumping new life into a tired blog, it’s important to be consistent. Be committed to your topic and your audience. Lead them to a greater understanding of your topic and have them imagine how that understanding can directly impact their lives. This can only happen if you truly enjoy what you’re writing about. Followers or website traffic are important, but those specs shouldn’t drive your writing. “Canned writing” just to fill a week’s quota will show, and people will respond negatively. Don’t copy other blogs in what they talk about or how they approach a topic and “plug it in” your blog. Doing that denies your audience the very reason they would want to read your blog—its attitude and personality. You can’t connect with an audience if all you’re concerned about is followers, web traffic and making money.
Re-Discover Your Niche
For some this is an organic process, one that comes out of failure. So view your failing blog as a life lesson in falling and getting back up.
After rising to CEO of Coca-Cola Co., James Quincey directed his managers to break through their fear of failure, saying, “If we’re not making mistakes, we’re not trying hard enough.” Netflix CEO Reed Hastings told a technology conference, “We have to take more risk…to try more crazy things…we should have a higher cancel rate overall.”
Then there’s Amazon’s CEO Jeff Bezos, arguing that his company’s growth and innovation is built on its failures. “A few big successes compensate for dozens of things that didn’t work,” said Bezos.