4 Reasons No One Reads Your Articles

What happens when we feel we are consistently putting out great content but are unable to gain any traction with our audience? There are four main reasons why our content may not be breaking through to readers, and we have all, including me, fallen victim to them. But don’t worry — these errors are not fatal, and if you want to learn how to avoid them, read on.?

1. Affinity?

Content that isn’t written for everyone limits those who might be able to appreciate your views. And even though we start writing from our own niche, our position should eventually become universally relevant.??

To begin, follow the necessary steps to build a successful thought leadership campaign. Establish yourself as an expert within your field and understand how people see you. Identify the position you want to take and align all of your content accordingly. Utilize examples from the niche you inhabit to establish your credibility and then, crucially, expand those examples into a position that is applicable across industries.?

How to Start Building an Effective Thought Leadership Campaign

2. Relatability

If readers can't relate to our message, they will often stop reading. Successful thought leadership humanizes the author and provides the reader with someone to connect with.?

Naturally, as humans, we don’t relate to a robot, administering directives, and listing information. Let’s give readers a peek behind the scenes — sharing stories of our failures and successes and the paths we took to reach our conclusions. This serves a dual purpose: Humanizing ourselves establishes trust with our readers while also keeping them engaged and asking for more.?

Want To Connect With Your Audience? Remind Them You’re Human

3. Communication??

There's no faster way to make someone “bounce” from reading an article than to have incoherency in our writing or speaking style.?

So how do we communicate with our audience more effectively? A clear structure gives the reader an outline to follow and a clear pathway to understanding.

We are only as strong as thought leaders as we can communicate. It is essential to communicate clearly in order for people to both understand and find value in our content.?

How to Write Thought Leadership Content

4. Amperage vs. Voltage?

We may find ourselves with a strong message but without a medium that has the power to distribute it. If our content does not fit the site publishing it, or if the site does not have a large enough reach, our audience will often overlook it. We need to publish our thought leadership through a medium that both serves the audience we are looking to reach and has the power to distribute our message widely.?

Getting Published: Here Are 7 Powerful Strategies I’ve Used for 5 Years

Don’t throw in the towel because your content isn’t yet reaching readers. Take stock of what you’ve done so far, check if you’ve fallen into any of these traps, and get to work — your audience is waiting.

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Tom Popomaronis?is Executive Vice President of Innovation at Massive Alliance, a global executive branding agency. Tom co-founded Massive's?Executive Leadership Branding?program – which transforms world-class executives into contributing authors at leading publications.

Interested in expanding your own thought leadership footprint??Apply to contribute to?Strixus?– an exclusive community of visionary leaders.