Over the past few years, the list of benefits from blogging has grown significantly. This has motivated businesses and agencies alike to give it a try and start blogs of their own. While that’s commendable, running a successful business blog isn’t as easy as it may seem.
In fact, it’s all too easy to fall prey to several common mistakes. These mistakes could be costly and defeat the purpose of blogging in the first place. Consider 10 of the most common blogging errors below, along with what you can do to avoid them.
1) Writing on Boring Topics
This one should go without saying. But, writing on boring topics is actually more common than you might think. Doing this ensures that no one will bother to read your content. That’s the exact opposite of what you set out to achieve when deciding to blog in the first place.
There’s no reason for this, though. There are plenty of interesting things to write about. There are also many ways to find out about the current interests of your audience. Social media is one such method. In addition to joining in on what’s already trending, you can also put a new twist on an interesting topic.
2) Selling and Not Informing
Websites are for selling — explaining your products and services, their benefits, pricing, etc. In contrast, blogs are primarily for sharing information. Yes, some things can be of use outside of their original purpose. But blogs are best kept informational. Why’s that?
Blogging and SEO are practically inseparable. A significant component of SEO is keyword use. Being too salesy with your blog content robs you of opportunities to be discovered for keywords not strictly related to your business. Such keywords naturally lead to your website. Therefore, the best bet is to provide helpful information that complements what you offer.
3) Not Optimizing for SEO
So, I mentioned using keywords already, but what about other means of optimization? What about choosing the right color scheme, ensuring quick page loading times, choosing the best anchor text and so on? These are just a few of the things you should consider when trying to optimize your blog.
By improving all aspects of your blog from design to functionality you give yourself the best chance of success. All too often, though, businesses think it’s enough just to write and upload blog posts. They give very little thought to the details, to the process. In blogging, details which might seem unimportant can actually have a great impact.
4) Over-Optimizing for SEO
While SEO is important, balance is of equal importance. Ultimately, it’s humans that will read your content. It’s humans that you want to explore your blog further. Therefore, you wouldn’t want to make the mistake of writing for search engines. Instead, write for people. Write first, optimize last.
5) Not Making Posts Mobile-Friendly
It’s safe to say that the majority of content is viewed on mobile these days. Some stats suggest that mobile use grows by 58% year over year. That’s not too much of a shock. After all, who of us doesn’t have a phone or tablet handy at nearly all times?
It’s very likely that a fair percentage of visitors to your blog are using mobile devices. So, if your blog isn’t mobile-friendly you’re missing out on leads now and will continue to miss out in the future. In what way? Screen resolution, content structure and other aspects of responsive design have an impact on perception. This, in turn, affects how long a user will linger and whether they will return.
6) Not Including CTA's
The assumption that people know what you want isn't uncommon with regards to marketing. You might ask, “Why wouldn’t people know that I want them to subscribe to the company blog?” Remember, though, that your objectives are far different from those of your audience. You have to be direct; tell them exactly what action you want them to take. Otherwise, they will focus only on their own objectives.
7) Making Content Hard to Read
Walls of text with no images and no headings are an absolute pain to read. That’s especially the case when reading online, as our eyes tend to skim and scan a page. When looking for a specific piece of information or trying to determine the relevance of a page, ease of reading is extremely important.
If a page is too difficult or uncomfortable to read, most people won’t hesitate to move on. Therefore, there should be some variance in your content. Make use of short paragraphs, bolding, italics, images to break up text and headings.
8) Not Distributing Content
This is one of the worst blogging mistakes there is. Yes, SEO and placing high in search engine results can go a long way in gaining exposure for your content. But, that doesn’t mean that direct promotion isn’t necessary.
Far better results are achieved when content promotion takes place through many channels.
9) Not Posting Consistently
Not posting regularly can leave a negative impression on visitors to your blog. When posts are too few and far between, it gives off the vibe that sharing information isn’t a priority. If you appear not to have time “share the wealth” that is knowledge, will you have time for other important tasks like customer service? This is a question that you force visitors to ask, even if only subconsciously.
Posting high-quality content on a set schedule will give off the opposite impression. It projects value and positivity, which will only attract individuals to your business.
10) Not Linking to Authoritative Sources
Some might wonder, “If I make sure that my content is great, do I really need to link to other sources?” The answer is yes. Why? Links to authoritative content make your content appear to be of higher quality to search engines. In other words, by referring to credible sources, you look more credible.
That’s the case, not just with search engines, but also with those browsing your blog.
While blogging isn’t rocket science, it also isn’t a walk in the park. If you don’t pay close attention to detail — and find out the do’s and don’ts — it’s all too easy to make mistakes like the ones above. These can result in wasting resources, the most valuable of which is time.
With these 10 common errors in mind, though, you’re well-equipped to avoid them. If you do, you can enjoy the many benefits of business blogging.