Content marketing for your business can be a desperate thing during those early days. You can work your socks off cranking out post after post for months and find that only your mother and her friend have read them (or have pretended to).
You can tweet like you mean it for aeons and get nowhere. And you can literally waste a significant portion of your life on other platforms.
What if no one is reading your content? What can you do about a problem that is both frustrating and, frankly, quite embarrassing? We’re not talking about engagement here, as in comments and likes and so on. We’re talking about something really bad. Tumbleweed bad.
We’re talking about people not even viewing your content. No views, no traffic, nothing. Just a tumbleweed or two, and plenty of blood, sweat and tears.
So how do you get rid of those tumbleweeds? What can you possibly do to ensure that people come see what you do, before it’s too late?
Keep cranking out your stuff
This is the best advice I can give and possibly the worst to hear. Whatever you do and whatever you create content on, someone needs to know about it. But this kind of stuff does take time. I have had many, many clients who start to become impatient after they get no engagement even at the three-month stage. Sometimes they give up, only to find that if they had waited just a few days longer people would start to connect with their content. It happens.
Don’t ever give up. Set a routine where you create content on a daily basis. You can mix it up if you like. Create one video post a week, and three blog posts. Add daily social media content and leave it at that for a while. Test and see the response. If it isn’t working after three months, change it. I’m not going to mention Rome and how it was built but you get the picture.
Keep it relevant
This is especially crucial. When those readers eventually come calling they will be expecting relevant content. Prepare for this.
Find out what people in your industry are talking about right now, and then create content around that. The more you do this, the more your content will be seen as relevant and important. Keep the news and industry items dynamic and it will pay off in the long run.
I know the general industry consensus is now about writing amazing pieces that you would expect to be read in ten years time but that is not always the best approach. And it is really bad if all you’re seeing is tumbleweeds.
You need volume, and sometimes it is good to write 10-20 good pieces over a couple of weeks and get them out there, rather than just 5 stellar pieces. Get noticed first, and then get appreciated.
So, keep going. Keep it relevant and write as much as you can. Soon, that tumbleweed will be swept up in a storm of critical approval and appreciation.
And the best thing is, you’ll deserve it.
And for God’s sake, if you’re getting no comments, turn the comments feature off.