Blogging has become the ultimate digital and content marketing trend over the past few years. Believe it or not, about two million blog posts are published every day. Daunting, isn’t it?
In this era of information overload where accessing any information is just a click and seconds away, standing out from the crowd is more than essential. Readers are becoming savvy, and they want just the right information, relevant to their use- not too less, not too much.
It could become pretty intimidating when you’ve just stepped your foot into the blogosphere. One small blunder could sabotage your blog or even your image as a blogger. You don’t certainly want all your blogging efforts to go in vain, now do you?
There are, however, ways in which you can avoid mediocrity- here’s a list of 7 deadly mistakes in business blogging and how you can tackle them.
Mistakes in Business Blogging and How to Fix Them
#1: Not understanding your Target Audience
More than 45% of the bloggers or content marketers tend to be clueless when asked who exactly they’re writing for. That’s one of the biggest mistakes in business blogging – failing to identify your target audience. If you don’t know that, how will you produce the right content?
Sometimes, you might exclude the right information, and include the wrong one, or you might make the post either too complex or just rudimentary. As readers range from beginners to advanced level of understanding and knowledge, it’s crucial for you to maintain a balance of information that all kinds of readers can relate to.
Readers are selfish, they just want to read the information they can use. So, find a way to provide it!
What to do: Understand your audience. Interact with them via comments; use survey and analytic tools to know what your readers fancy and what content they are preferring over others. One of the easiest ways to run a survey can be Google Forms!
#2: Oh, the Inconsistency
So you must have heard that the more frequently you blog, more readers you’ll attract, that is, drive more traffic to your website and hence – more conversions! Well, slow down. As much as the quantity is important, it’s even more important to maintain the consistency, in both quality and publication frequency.
For instance, many bloggers when getting started, set unrealistic publishing goals for themselves. You think you’ll blog daily, and keep your audience engaged. But, as much as you want to believe that’s possible, it apparently isn’t. Either you’ll run out of ideas for good content, or you’ll simply get bored!
Moreover, you can’t build a rewarding and credible relationship with your readers if you publish five posts in one week then go on a hiatus for next two. That, my friend, is downright off-putting for your readers.
What to do: Stick to a publication schedule, or say, a blog publishing calendar and plan it out well. Don’t fret about blogging too often. A few well-researched outstanding posts will take you further than just throwing out a ton of mediocre ones. Remember, quality trumps frequency, but you must know how to balance the two; consistent publishing and consistent quality – because that’s the key to being successful in the long run.
#3: An inadequate style of writing
That’s right- Poor writing; One sure-fire way to turn off your readers. All the typos, formatting, spelling and grammatical errors make you look amateurish. Not only these mistakes divert reader’s attention from the content and disrupt the flow, but also leave them with a substandard opinion of the blogger.
Keeping in check even the smallest of corrections can make a huge difference to the impact your blog is going to create on the reader. Here’s how you can ensure that.
What to do:
- Use a specific post type, create an outline, and use headers
- Make your blog concise and to the point.
- Use Spellcheck or tools like Grammarly to avoid typos, run-on sentences, and lousy grammatical errors.
- Do a proper research on ideas, facts, and concepts which you’ve got a less knowledge about.
- Read your content out loud to yourself, or someone else to make sure sentences flow smoothly.
- Go through it, edit it. Go through it yet again, until you’re absolutely confident about it.
#4: Not using images
Wait, do you really expect every site visitor to sit back and read words? I hate to break it to you, but the harsh reality is that most of your readers will just go through 50% of your blog post. Studies show that an average visitor scans through less than 20% of your whole content, sometimes bounces without even scrolling down to the very bottom. It sounds depressing but it’s true.
This is your cue to break the monotonous wall of words you built.
What to do: Add images, or GIFs to keep your readers intrigued. You can also use charts, graphs or even clips to deliver information in a clever and fascinating way. Shutterstock and Unsplash have a collection of some really cool images you can use.
A survey by MassPlanner infers that – Infographics are liked and shared on social media 3X more than other any other type of content. Infographics make it easier for readers to comprehend a large amount of information quickly. Moreover, they are far more engaging than a big chunk of words.
So, garnish your post with some quirky images and cool infographics, and voila! Audience impressed.
#5: Not promoting your content
Are you getting your blog the attention it deserves? I mean it’s great that your mom and your friends read your posts regularly, but ultimately you would want to reach out to a wider audience, wouldn’t you? Now, how do you ensure you are able to drive sufficient traffic and gain subscribers?
Social media is the key!
Ideally, promotion of your content should take 70% of your efforts while producing it should only take about 30%. Using them efficiently can skyrocket your sales and ROI.
What to do: If you’re writing great content, don’t hesitate to showcase it. Promote your blog on all major social media networks. And don’t forget to add sharing options in your post.
94% of B2B marketers use LinkedIn as part of their content strategy. Other popular platforms include Twitter (87%), Facebook (84%), YouTube (74%) and Google+ (62%) – Content Marketing Institute (Source)
Facebook, LinkedIn, and Twitter are some of the most powerful traffic driving social networks, and if you’re not leveraging them to get optimum results, you better start today!
#6: Ignoring the comments
Ignoring your audience and their feedback is one of the biggest mistakes in business blogging you can make.
Someone in the audience is reaching out to you- and you’re turning a blind eye towards them? Not the best way to gain loyalty and trust of your customers, now is it? Responding to comments gives you an opportunity to converse with your audience directly, and definitely helps you understand their requirements and how to cater them, which will not only build your credibility but also, establish your authority. Your readers will remember you if you give them attention, and are likely to bring in more potential conversions.
What to do:
- Whether they are positive or negative, or just a quick query, you should respond always to all the comments, yes all of them!
- Don’t be defensive when someone doesn’t agree with your views and perspective. Lower down your ego, and learn to accept criticism.
#7: Not using Analytics and ignoring SEO
Do you know which one of your posts your reader liked the most? Have you tried to understand what type of content resonates with your readers? Analytics data helps you answer such crucial questions. Without Analytics and SEO, it’s like aiming in the dark. One would be a fool to underestimate their power to influence your overall business.
Using Google Analytics, you can get quite useful insights including:
- How people are discovering your blog(Google, social media platforms, links, etc)
- How long are they staying on your site
- Which posts are popular
- How readers are navigating through your site
This will help you understand what type of content to focus on. And when it comes to SEO, here’s something;
What to do: To optimize your site for search engines or you can say – the keyword crawlers, use a clever keyword-rich title, and a keyword containing URL. Try to choose the best focus keyword. Also, optimizing your content doesn’t mean cramming your article with keywords. Learn how to strike a balance, and it’ll do wonders for your blog!
If you are clueless about how exactly SEO works, this article might clear just all your doubts: The Beginners Guide to SEO.
Fret not if you have been making these mistakes, we all have, in some way or the other. It doesn’t mean we can’t improve. After all, we learn from our mistakes, right?
So, avoid these errors in future to save your time as well as your readers’, and rectify them to step your blogging game up a notch!
Let us know in the comments section if this was helpful for you. BlogPanda is there to answer all your queries. Blog away!