You’re blogging for the wrong people
You want to sell your paintings or your books or whatever else you have created. You know that blogging will help you to attract an audience. Your blog has readers but those readers aren’t turning into buyers.
What are you doing wrong?
Stop teaching your process.
If you want people to buy what you have created, why are you teaching your readers to do what you do? Teaching attracts more DIY-ers than buyers. Educational lead magnets and content upgrades fill your email list with people who want to learn. Either embrace this and create a course that those readers will buy or change your tactics.
Teaching is far from being completely useless. It can help people to see you as an expert for instance, but is it the best way?
Whenever you write anything, consider the type of reader that it will naturally attract. If the primary audience your post will attract is not your ideal audience, consider how you can adjust the perspective of your piece to resonate with the readers you want.
For example, instead of teaching how to craft a relatable character for a novel, show the development process you used to craft one of your own characters. Tell this creation story in such a way as to make your reader fall in love with the character and want to read more of his story.
Stop sharing random sneak peeks.
When you spend all your free time creating, it can be hard to come up with the energy to create new content for your blog. Sneak peeks are an easy way to “kill two birds with one stone.” You’ve already made something, why not share some of it instead of coming up with something entirely new?
Repurposing content is great when done right, as is documenting your journey. The problem is that often sneak peeks appear completely out of context. You may think they’re great because you can see the big picture, but your readers find them confusing. You need to figure out a way to share snippets of your work-in-progress in a way that will resonate with your ideal audience.
Share glimpses of your work before it is finished only when you can tell a relevant story alongside it. A painter like Eric Yi Lin can easily film a time-lapse and call that sufficient, but when he adds a story about his subject he hooks his readers. They remember him not simply for his painting skills, but also as someone who seeks out the essence of what or whom he is painting. Since his ideal buyer is someone looking to memorialize important people and places with a custom watercolor painting this approach is perfect.
Create content for your ideal customer.
Rather than beginning with the content you want to write, begin with the reader you want to reach.
Picture your perfect buyer. Who is she? Why does she want what you create? How will your creation make her life better? Now, what kind of content can you provide on your blog that will make her life better?
If you write fiction your ideal customer is looking for a good story. She wants to see a protagonist overcome struggles and accomplish goals. So when you want to blog about your writing process, make it a compelling story about overcoming difficulty. When you decide to share an excerpt from your book, find a section that stands on its own and will help the reader become fast friends with your characters.
Maybe you’ve been blogging wrong, but you don’t have to completely change what you’re doing. Shift your focus toward the person you want to reach and the rest will begin to fall into place.