Inbound Marketing Blog

7 Deadly Sins of Business Blogging

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In today’s world of SEO and online marketing, it seems that everyone has a blog.  From mom bloggers to Fortune 500 companies, there isn’t a stone left unturned when it comes to this particular form of content creation.  So, it’s only natural that you too may be considering a blog for your own business.  However, more than simply writing, there’s a lot that goes into making a blog effective.  To start, here are seven mistakes that all business bloggers should be careful to avoid:

Mistake 1: Not Blogging Often Enough

While it may be an exciting endeavor in the beginning, blogging, just like anything else, can quickly begin to feel tedious and efforts can grind to a halt.  In this case, it won’t take long for your readers (and Google) to realize that new content is not going to be forthcoming.  Combat this by developing a calendar with planned topics and a publishing schedule.  You don’t have to blog every day, but the more frequently the better.

Mistake 2: Making Your Business Blog all about You

Your consumers have questions, and they want answers.  Don’t just tell them how amazing your product is.  Consider how they’ll be using it, and how you can make their purchasing decision easier.  Answer their most common questions, and offer guidance.  In the process of doing so, your product or service will come up naturally and without feeling like a sales pitch.

Mistake 3: Your Blog is Poorly Titled

Keep your title intriguing and set it up for search success by combining long-tail keywords for optimization and formatting that is most likely to appeal to readers.  According to a Moz.com article, this is most effectively done by using “number” headlines that readers tend to gravitate towards.  As they point out, users are much more likely to prefer an article titled “30 Ways to Make Drinking Tea More Delightful” versus “Ways to Make Drinking Tea More Delightful.”

Mistake 4: Inefficient Blog Optimization

Beyond the title, keyword variations should be included throughout the body of the blog post.  Additional factors such as H1 tags and a strong meta description can help blog rankings as well.  However, it is important to remember that it is the end user is who matters most.  Take the time and effort to incorporate best blog SEO practices, but always write for the reader’s benefit.  In the end, this will keep both your consumers and search engines pleased with the results and coming back for more.

Mistake 5: Not Promoting your Blog Content

While it would be nice to sit back and allow search engines to do all the work, getting your blog seen will happen much more quickly and efficiently if you help the process along with your own content promotion.  Social media is often the best avenue by which to accomplish this goal.  Build relationships with your consumers or others in your field through your own social media channels or relevant groups.  In these places, you can often gain readers by sharing your content with a customized message relaying its value.  If they like what they see, you greatly increase the odds that they will continue to consume your site content in the future.

Mistake 6: Ignoring the Importance of Visual Blog Components

Research has shown that people prefer content which they also find visually appealing.  This is why blogs with images receive 94 percent more views than those without; Facebook posts with images receive over double the level of engagement, and tweets with images get 150 percent more retweets.  It’s a simple component to incorporate, but it’s also one with a huge impact.

Mistake 7: Ending Your Blog without a Call-To-Action

Once you’ve got your reader’s attention with relevant, helpful content, maximize the moment by using a related call-to-action.  This will allow you to capture users at their height of interest and direct them along the buyer’s journey.  It may be another related blog topic or a landing page with a premium piece of content they could find useful.  Whatever the case, make the most of your captive audience and your additional resources.

For new business bloggers, the best practices can be overwhelming.  And, while you could spend hours poring over tips and statistics, the reality is that, at some point, you’ll just have to jump.  Content creation will be a continual learning process with ever changing rules, but the biggest feat is just getting started.  For now, steer clear of these seven blogging sins, and you’ll be off to a great start.

 

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Topics: blogging, Content Marketing, Content Creation