A wise person once said: if you’re going to fail, fail fast.
That’s great advice except when you’re a blogger.
You see, blogging is a “long game” strategy. You have to spend weeks, if not months, finding and nurturing your target audience.
So, if you can’t fail fast, does that mean you have to dive in and hope for the best?
Not necessarily.
While there is no system that can guarantee that your blog will not fail, there are steps you can take to reduce the chances of it failing.
In this post, we’ll go over the most common reasons why blogs fail and how you can avoid them.
1. Lack of Strategy
The Art of War by Chinese philosopher Sun Tzu is one of my favorite philosophy books.
In it, Sun Tzu talks about a powerful business lesson:
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
Most bloggers fail because they prioritize tactics over strategy, thinking that the two are the same.
Here’s the difference:
A strategy is your overall goal. A tactic is the method you implement to achieve that goal.
In other words, tactic is the how, and strategy is the why behind the how.
Some examples of blogging tactics are:
- How are you going to get traffic?
- How are you going to grow your e-mail list?
- How are you going to grow your social media presence?
Some examples of blogging strategies are:
- Why do you want to get traffic?
- Why do you want to grow your e-mail list?
- Why do you want to grow your social media presence?
You can succeed in blogging without implementing tactics as long as you are aware of your overall goal.
Sure, without the right tactics, you’ll waste time and make plenty of mistakes, but eventually, you’ll find a way to get to your goal.
But if you don’t have a strategy, even if you execute brilliantly, your blog is ultimately doomed to failure.
Have you ever seen a blogger work so hard to grow their traffic without any knowledge of what they plan to do with that traffic?
That’s a tactic without a strategy.
How about a blogger who takes the time to grow an e-mail list without ever sending a single e-mail to that list?
That’s a tactic without a strategy.
So before you buy that course on “How to grow your e-mail list,” ask yourself first: why do I want to grow an e-mail list?
Are you collecting e-mails simply because that’s what your favorite blogger is doing? Or do you have a goal that can be accomplished by collecting e-mails?
For instance, your goal could be to increase your sales revenue, and you plan to accomplish that by growing your e-mail list.
By having a clear strategy, you’ll have a better idea of which actions to take and where to focus your energy every step of the way.
2. Prioritize Quantity Over Quality
I’ll be the first to admit, when I first started blogging, I published a blog post everyday.
It was exhausting, but I did it because that’s what I thought I needed to do to create a profitable blog.
But there’s one big problem with this method: it’s tough to publish unique, quality content every day.
Sure, there are bloggers out there who can be both fantastic and prolific writers. But that’s not the case for the majority of us, especially in the beginning.
For most of us, there is an inverse relationship between the quality and quantity of what we publish in a given period.
The faster we crank out content, the more the quality of our blog suffers.
And that is why blogs fail.
Not only do low-quality content not rank in Google and are not shared on social, but they also won’t make your readers fall in love with you and your brand.
And isn’t that the whole point of blogging? To drive traffic to your site and convert that traffic into loyal, paying customers?
So unless blogging is just a hobby for you, prioritizing quantity over quantity is a great way to set yourself up for failure.
Now, you may be wondering, “If not every day, then how often should I post?”
The truth is there is no definite answer to that question. Before you roll your eyes, hear me out.
Yes. There’s no magic number on how many times you should publish content. But there is a general rule that, if you follow, will bring your blog closer to success than any other.
Here it is: publish as many as would allow you to produce quality content consistently.
Whether that’s once a week or once every two weeks is up to you.
No matter what number you choose, as long as your posts are consistent and high-quality, you’re on the right track.
Of course, the more you publish, the faster your growth will be. But success in blogging is not a question of how fast you can go but how far.
So, be honest with yourself. Set a realistic blogging schedule, and you’ll be on your way to success.
3. Lack of Focus
I get it.
It’s hard not to be tempted to create multiple blogs.
The minute you launch your first blog, you’ll start seeing business opportunities everywhere.
But don’t give in to the temptation of starting more than one blog at a time.
Why?
Because starting something doesn’t make you successful.
To succeed, you need to follow through what you’ve started.
Following through means building, launching, growing and seeing results.
For many of us, this is hard enough to do with just one blog, any more multiple blogs.
But if you fail to follow through, then all you’re doing is busy work.
To quote Seth Godin:
“A woodpecker can tap twenty times on a thousand trees and get nowhere, but stay busy. Or he can tap twenty-thousand times on one tree and get dinner.” – Seth Godin, The Dip
Is it impossible to successfully grow multiple blogs at a time?
Of course not.
We’ve seen it done many times before.
I am doing it right now.
But before I started One to Trill, I was already 150 blog posts and one year into my photography blog.
By the time I launched, I’ve already seen results and developed systems that make running my first blog much more manageable.
The point is, launching and growing a blog takes a lot of time and resources.
So you’ll want to focus on growing just one blog in the beginning.
Eventually, you’ll develop systems, and running your blog won’t be such a struggle anymore.
Then you’ll start seeing results.
Wait till you hit this phase in your blog before starting another.
4. Focus on Popularity
The importance of social media following in growing a profitable blog is probably one of the most detrimental myths in the blogging community.
I say detrimental because of how time-consuming, energy-draining and sometimes toxic social media can be.
Don’t get me wrong; I am not anti-social media.
I am also not saying that spending time on social media can’t help you grow your blog–it can.
But, here’s the truth: being popular is not what makes you profitable; earning money is.
So unless your definition of a successful blog is to be popular, focusing on popularity is a surefire way to position your blog for failure.
Sure, you can make money on social media. But, chances are, it would be very little compared to the amount of effort you’re putting in.
So, the tendency is to end up spending tons of resources without really getting anywhere. This lack of progress can discourage even the most dedicated blogger.
If you want to succeed in blogging, don’t spend all your time planning, creating, and curating your next post on Instagram and Twitter.
Focus on tasks that can truly grow your business and get you closer to your goals.
Create an amazing product.
Write a blog post.
Build your e-mail list.
Move the needle by creating value and touching people’s lives. Do that, and you’ll succeed.
5. Focus on Traffic Rather Than Conversion
Bloggers fail because they fall victim to the belief that their blog needs to have a lot of traffic before it can be profitable.
So they focus all their time and effort on growing their traffic.
They publish content as much and as often as possible.
And then they wait. And wait. And wait some more.
There are two reasons why this strategy will set you up for failure.
The first is that it takes a long time to build a large audience.
And if you wait until you have sizable traffic before monetizing your blog, chances are you’ll quit before you see any results.
The second reason is, when you are hyper-focused on growing your traffic, you neglect the other aspects of your business that will bring you a much bigger ROI.
Because here’s the truth: the amount of traffic your blog gets is not what makes it profitable, it’s what you do with that traffic.
Don’t get me wrong, you need the traffic to run a successful blog. You just don’t need as much traffic as you think you need.
So why do so many bloggers push you to grow your traffic as much as you can?
Why do many believe that the amount of income you can make blogging is directly correlated with your traffic?
Simple. It’s because some of the most common monetization methods in blogging are ads, low-affiliate marketing, and sponsored posts. And to make a decent income doing that, you’ll need sizable traffic.
But these methods are not the only way you can monetize your blog. Neither are they the most profitable or effective.
If you genuinely want to make a substantial income blogging, focus on monetization strategies such as e-mail marketing and creating your products and services.
These strategies will allow you to make a decent profit, even with a small audience.
So, instead of wasting precious time constantly checking your google analytics, dedicate your time analyzing how you can convert the traffic that you do have into subscribers and paying customers.
Use your time to figure out all ways in which you can create so much value that your readers will gladly hand you their contact info and their hard-earned money.
When you approach blogging this way, you’ll never have to worry about traffic again.
6. Lack of Purpose
If your reason for starting your blog is so you can make money in your pajamas and sleep in, then I hate to break it to you, but your blog will probably fail.
Why?
Because if future comfort is the main reason why you want to start a blog, then you’ll have a tough time going through the tremendous discomfort that comes with building one.
So before you start your blog, really ask yourself: why do you want to build a blogging business?
Is it so that you can spend more time at home with your kids? Maybe it’s because you have something to share that you know can positively impact lives? Or perhaps you’re dissatisfied with your job and are ready to make a change?
Whatever your reason may be, it’s vital for your success that you identify it.
When building a successful blog, you’ll meet many adversities. But, if your sense of purpose is greater than the difficulties, there will be little that can stop you.
The more connected you are with your purpose, the better you’ll perform.
7. Lack of Passion
Blogging requires a lot of time, patience, effort.
So, if you fail to choose a topic that you’re genuinely passionate about or interested in, chances are your blog will not go far.
Don’t choose a niche simply because you saw a blogger publish a six-figure income report.
Choose a topic that you see yourself writing about a day in and day out for the years to come.
Because that’s how long it’s going to take to build a sustainable and profitable blogging business.
8. Lack of Investment
I know you’ll find plenty of blogging “gurus” who would tell you it’s possible to make an income blogging without spending a single penny.
I hate to break it to you. But, to build and run a successful blog, you have to be willing to spend.
Remember, your blog is a business. And just like any business, you’ll need to be willing to invest money on your blog if you want it to be successful.
Imagine starting an ice cream shop and not wanting to spend money on things like rent, stock, and insurance. Your business will not be able to run.
The same goes for blogging.
Of course, unlike brick and mortar businesses, blogging shouldn’t cost you as much money to start.
But, at the very least, you should be willing to spend on a good theme and hosting.
Once you’ve mastered the basics, be ok with spending some money on your education.
Buy books, courses, or membership that will help take you to your goals faster and more efficiently.
9. Ignoring Keyword Research
Keywords are words or terms your ideal audience will typically type in search engines to answer their queries.
Without the right keywords, it will be hard for your audience to find the fantastic content you spent so much effort creating.
Keyword research also saves you time by telling you exactly what your audience is looking for. This way, you can have more return on investment in your writing efforts.
There are several ways to go about keyword research.
You can either invest in a tool or use free tools available online.
When I first started my blog, pixelsandwanderlust.com, I only used free tools (I didn’t want to invest too much money in the beginning).
Here are some that I used:
- Keywords everywhere
- Google Console
- Ubersuggest
Eventually, I did invest in keyword tools and still do up to this day.
Here are my recommended paid keyword tools:
- Ahref
- Semrush
- Buzzumo
Although I wouldn’t necessarily say that paying for these keyword tools is a must for creating a successful blog, they do help make the process much easier.
That said, these tools can get very expensive, so I suggest using free tools until your blog starts making money. Then you can invest.
For a full tutorial on how to do keyword research, you can check out my article here.
10. Wrong Niche Choice
A niche is a specific topic you’ll write about on your blog.
Let me be clear: it’s absolutely possible to create a profitable blog without sticking to a particular niche.
But the problem with writing this way is that your audience is not guaranteed to be interested in all of the topics you write about.
In contrast, if you stick to one particular niche, then it’s likely that a reader who’s interested in one of your posts will be interested in all of them. This is a much easier approach to growing loyal readers.
That said, how do you choose the perfect niche?
Well, there are three main things you should consider.
The first is whether or not you’re genuinely interested in the topic.
I said it before, and I’ll repeat it: passion is key to building a successful blog.
The second is if you’re an expert about the topic.
Although your expertise will not determine whether or not your blog will succeed, it will make it easier to get there.
That said, if you truly want to write about the topic, don’t let your lack of credentials stop you.
Blogging is a great way to learn about a topic you want to be an expert in.
The third factor is whether there are other people interested in the topic. Otherwise, it will be impossible for you to build an audience, let alone earn an income.
If you want to learn more about how to choose the perfect niche, check out my article How to Find The Perfect Niche in 4 Simple Steps.
11. Failure to Network
Bloggers fail because they underestimate the power of networking.
But the reality is few successful bloggers can say they made it to the top without the help of others.
Most of them would tell you they owed their blog’s success to other bloggers’ generosity.
That generosity can come in various forms, such as promotions, interviews, guest posts and backlinks, and advice.
They also come in the form of inspiration and motivation.
Blogging is not easy and can often be a lonely journey.
But when you connect with people who share your passion, you benefit from having your dreams sustained every day.
They boost your confidence even in days when you feel like throwing in the towel.
So, start making strides to be involved in the community.
Make an effort to send an e-mail, leave comments on blog posts, or participate in forums.
If you can, consider attending live conferences and events.
Show up for your community and watch them do the same for you.
Bonus: Blogs Fail Because Bloggers Quit
Many bloggers start their blogs without fully understanding how long it would actually take before it can gain momentum and produce tangible results.
Either that or they underestimate how much hard work they need to do, day-in and day-out for an extended period.
And when efforts are not rewarded for many months, the tendency is to cut your losses and quit.
But here’s the thing. And the moment you feel like quitting is the exact moment you shouldn’t.
Why? Because it is in that same moment when the majority of your competitors falter.
The only difference between bloggers who make it and the ones who fail is successful bloggers didn’t quit.
If you manage to push through despite all the doubts, pat yourself in the back. You’ve done something that millions of bloggers couldn’t do–you persisted.
I truly believe that blogging, at its current state, is a battlefield reserved only for the strong-minded.
And if you can be that, there’s no way you won’t succeed.
Conclusion
While no system can guarantee that your blog will not fail, there are steps you can take to reduce the chances of it failing.
In this post, we went over the most common reasons why blogs fail, so you can avoid all the pitfalls.