Nobody Reads Agency Blogs- Or Why You Need Skin in the Game

Dimbie and I

Thanks to Jason Falls, I just read this post about how many marketing agencies are closing down their blogs and tweeting and Facebooking instead.

“Nobody reads agency blogs, and there are so many out there it’s impossible for people to keep up anyway,” said Sam Weston, director of communications at digital agency Huge.

Nobody Reads ANY Blogs- If They’re Boring

I’ll tell you without even having to look why nobody reads a blog: because it’s boring. Because it’s poorly written. Because it’s utterly self-referential.

Nobody has time to read junk. Why would you? There’s so much great material out there.

What Should An Agency (or YOU!) Blog About?

An agency should blog about the space it serves, in some regards, but along with that, an agency (and YOU!!!!) should blog about those things you’re passionate about. My dad is passionate about poker. My mom is passionate about proving you can do it if you try. I’m passionate about keeping “human” in the digital business channel.

Write about passion, but write it in service to others.

If you did only this, you’d get more attention, more readers, more connections via your blog. What people want is to feel lit up, to feel like you and they are on the same page, like they can run with what you’ve shared, or they can add to it, or they can bask in it and feel it.

Mom blogs are so successful because there are billions of moms (actual number) who can commiserate when their kid will only eat beige and orange foods. Tech blogs are successful because nerds and aspiring nerds always want more ideas and information and new shiny things to touch and/or covet. The blogs that stay lit up, people like Mitch and Julien and Chris and C.C. and others, are based on working from a core of passion.

Keep At It

It took me 8 years to get my first 100 readers. I have several friends in this space who remember me from the way old days, even if their “way old days” starts back about halfway into that (around say, 2005). They saw me transition from someone writing about myself to someone writing ideas that would equip people around me to be successful. That was the nugget. That’s when things started taking off. That’s when I realized that I could write almost every day and have something to say, because people are always noodling over some part of the problem.

You want 5 quick things to make your blogging better?

  1. Brevity. Cut posts to sub-500 words.
  2. Structure. Write something others can USE.
  3. Simplicity. Big words are pretty. Help people understand the point, instead.
  4. Positivity. Writing angrily only works if you want to attract angry people.
  5. Outward-facing. Write more about others than you ever do about yourself.

If you did just those five things, I bet your blogging results would improve after a few months. This isn’t how to get seen. How to get seen requires another whole other set of skills.

Want to learn more about blogging? Here’s a whole huge best advice about blogging post for you.

Stay writing. Don’t abandon your blogs. Get better at it. This kind of media can change your world, if you work to change the worlds of others.

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