Since business blogging is a relatively new marketing strategy, its rules for success are not very well known to a lot of people. That doesn't mean the rules for success are don't exist, however. In fact, the components of successful business blogging are straightforward and simple. Some business bloggers are having great success by capturing an audience's attention, developing a brand, strengthening customer loyalty, and generating leads.
That's the ideal. But many business bloggers don't reach that ideal because they're making some simple mistakes. The following five mistakes are very common. Fortunately, they're easy to correct1. Posting the Wrong Content.
People read web content that fills their needs. Those needs may include finding information, being entertained, or learning how to do something. With so much content at their fingertips, people don't have the patience to wade through content that doesn't help them. So don't make the mistake of writing the first thoughts that come to your mind. If your targeted audience includes mothers of elementary school children, don't think you'll attract their attention by posting pictures and play-by-play accounts of your latest trade show. Get inside your customers' heads
, and post the content that will appeal to them.2. Posting Sporadically.
If you want to come across as dependable (and what business doesn't?), post regularly. You don't have to post every single day, but you should post consistently. Posting three times in September and then ignoring your blog until December doesn't give a good impression. To stay on track, develop an editorial calendar
, which tells you what to post and when to post it. Editorial calendars are also very helpful when you have several different people writing for your blog because you can delegate assignments without worrying about oversight and duplication.3. Addressing the Wrong Audience.
If you intend to use your business blog for marketing purposes, make sure you're addressing the right audience. You may inadvertently be producing a blog for your competitors instead of for your customers if you're not careful. Let's say you're a recycling company, and you spend most of your blog space writing about the technicalities of running your business. Your competitors will love the tips, but the blog won't attract your potential customers. Instead of blogging about running the business, write about all the benefits your company offers customers: curb-side pickup, customer appreciation incentives, helpful household tips.4. Expecting Results Immediately.
Everyone likes immediate results, but blogging doesn't work like that. Unfortunately, blogging is one of those marketing methods that takes a while to build up a critical mass. Once you've consistently blogged for an extended period of time, however, the benefits begin rolling in. Each time you post to your business blog, your website contains more keywords, more information, and more chances for search engine's to point customers to you. Don't be discouraged by meager results in the beginning. Continue to post high-quality content to your blog, knowing that steady, continued efforts bring success.5. Ignoring SEO.
Like it or not, websites that follow SEO guidelines pop up closer to the top of search engine results lists. And although the rules of SEO change slightly as search engines change their algorithms, it's fairly simple to learn and follow the guidelines. If you're uncomfortable mastering SEO on your own, you can hire professionals to help you out. You can also use online tools like Live Keyword Analysis
to help you with keyword density. Blogging without SEO is like mowing your lawn without sharp blades. You'll be going through the motions, but you won't get results.
By sitting down and making a plan, you can easily avoid these 5 common blogging mistakes. Make a plan to incorporate SEO in your blogging, and think about who you're writing for and what they want to know. Finalize your editorial calendar, and then stick to it. Soon you'll find that visitors come to your blog to learn from your wisdom. You'll be a thought leader in your industry, and your business will benefit from your efforts.