Over time, we’ve seen many businesses abandon their blogs because they aren’t immediately gaining the traffic and leads they’d hoped to see. As a result, they throw in the proverbial towel and lose out on one of the best ways to grow their customer base.
Abandonment of your blog is probably the single biggest blogging mistake you can make. You’ll be surprised at what a little proactive TLC can do for the success of your blog.
Before you give up, identify the following additional ten blogging mistakes companies often make and take immediate steps to fix them.
Download this post by entering your email below
1. Using the wrong name for your blog
Sometimes, companies try to be clever and create a blog that appeals to them.
The problem with this is it’s not appealing to their audience. As a result, they quickly bounce off the page — that’s if they even click on it at all.
When designing your blog, be sure to choose a blog name that is interesting, identifies who you are, aligns with your brand, and is easy to remember.
Also, strive to provide readers with an inkling of the kinds of topics they can expect to find when they land on your page.
2. Not publishing frequently or consistently
A key ingredient to successful blogging is to publish frequently and consistently.
Sometimes, companies set up a blog, send out a flurry of posts, and, going forward, their page languishes. An old, stale page isn’t appealing.
Furthermore, no one will turn to you as the expert in your field if you aren’t sharing that expertise and knowledge on a regular basis.
Other benefits of consistent, frequent publishing include:
Web visitors being more engaged on your site.
Showing audiences your website has a healthy pulse.
Google and other search engines crawling your content more frequently.
Bottom line, adhering to a publishing calendar your customers can count on demonstrates to readers that you’re committed to helping them and providing them with the information they seek.
Aim to publish a minimum of twice a month, but ideally do it once a week or even more often.
Add these practices to your routine and you’ll have an easier time drawing audiences in so you can dazzle them with your content.
6. Not linking to other content
Each blog post should cover a comprehensive topic, but let’s face it, reading information often generates additional questions.
It’s impossible to anticipate every question and thoroughly cover them in one singular blog post.
The best way to offer more information is to link both internal and external pages to your blog content.
Internal links are a great way to drive additional traffic to your own site and further show readers the value of your website and blog.
External links add to your credibility, improve your website’s SEO, provide readers with references, and, generally, offer audiences more value.
Don’t worry that linking to external sources will undermine your efforts. If anything, doing so shows readers you’re putting their needs ahead of your own.
Plus, you can always link to external content by setting it to open to a new page, keeping visitors on your site while simultaneously offering additional information.
7. Not using a variety of content
Crafting words together is a key component of constructing a good blog post, but it’s not the only type of content businesses should be sharing.
Breaking up posts with a variety of content types can go a long way toward developing an appealing blog that people want to return to again and again.
For instance, imagery is an increasingly important type of content and generates more than 90% more views than blogs that have text-only.
To vary your content, use words, but augment them with video, photos, and infographics. This not only breaks up the page but also helps keep content fresh and audiences engaged.
Interactive video is steadily becoming a vital part of blogging. But remember to use videos and other imagery strategically and not as a replacement for your content.
8. Not having a content manager
Businesses often make the mistake of not having a key person to manage their website content. They might just hand off the responsibility to the group and instruct them to publish content.
Without a focus person, even well-written blog posts are likely to languish.
To fix this problem and ensure you publish high-quality content on a regular basis, it’s important to select a content manager to oversee everything from conception to the publishing of blog posts. This includes:
Creating an editorial calendar
Researching and writing
Editing and proofreading
Designing good formatting
Integrating good SEO
Publishing finished content
Posting to social media
Reviewing analytics to measure success
If you don’t have the resources or expertise to do so (many businesses don’t), you can find a solution in a partner who does possess the know-how needed to successfully run a content management strategy.
9. Not revisiting old content
Blogging is far from a turnkey operation — you can’t set your blog up and forget it.
To truly succeed, you’ll want to routinely revisit old blog posts and provide simple updates or other fixes. For instance, statistics become outdated, links may become broken, or information is no longer relevant.
By providing updates from time to time, you’ll keep your content optimized, interesting, and applicable.
While time may be limited, at a minimum, you should regularly revisit high-performing blog pages and ensure they’re in tip-top shape.
Even if your content is perfect as is, try to add new information or at least change imagery or add an infographic, so Google and other search engines will continue to crawl these well-viewed pages and draw new visitors in.
10. Forgetting to track your progress
This perhaps goes hand-in-hand with #9, but many companies will publish web content and then not invest the time in following up to see if it’s successful or drives business goals.
Like other areas of business, you need to keep track of the data and utilize it to make better decisions. Like any other marketing investment, you want to know if your efforts and resources are driving the right results.
Using tools, such as Google Analytics to name just one, can be quite helpful in identifying which types of content is high performing and which ones aren’t performing well.
Not just for your pages, but for your social media and email marketing analytics as well.
You may also be interested in these articles:
Blogging is an excellent tool to use to attract new audiences, generate leads, and grow your conversions.
The net positives associated with a dedication to business blogging are numerous. Companies of all shapes and sizes, in any industry, can benefit from good blogging practices.
Want to learn more about how to get started? The first step is to identify a blogging platform.