Blogging For Business? Here Are 10 Common Mistakes To Avoid

Is blogging part of your marketing plans for 2019?

The stats are mind-blowing. Some 329 million people read blogs each month, and 27 million pieces of content are shared each day.

People spend more than 50% of their time online reading content and an additional 30% of their time on social media, where the content is being shared.

Additionally, over 60% of people are more likely to trust a company that delivers custom content.

Source: Entrepreneur

Blogs can help drive traffic to your website, convert that traffic into leads, establish authority in your industry, and grow your business.

The question remains though, how many people are finding and reading your blog?

When SEO masters, Ahrefs set out to answer the question of how much content gets any search traffic from Google, they found a staggering answer.

90.88% of all pages in the Content Explorer index get zero traffic from Google, and 4.5% of them get less than ten visits per month.

If you don’t want your readership to fall into the blue zone above, it’s time to ask yourself are you making any of the following mistakes? And then set about fixing them right away.

What you post is governed by WHY you post — Kathi Kruse.

Creating great content begins with having a clear purpose in mind.

Without a clear purpose for your blog, you risk creating content on random topics at random times with no clear purpose in mind.

Setting clear goals for your blog will not only propel your blogging strategy forward, but they will also serve as defined metrics when it comes to measuring your progress.

Take Action: Describe the specific goals and outcomes you’re seeking to accomplish with your blog. These should be aligned with your business goals.

Every piece of content that you create should have an intended audience.

When producing content, your number one goal should be to add value to your community.

What kind of information is your audience looking for?

What problems can you solve for them?

Focusing more clearly on your audience will help you to create content that will draw more readers to your blog

The key here is to really know your audience and their pain-points.

Write content that specifically answers their particular needs and the types of solutions they’re looking for.

Take Action: Use a tool like Quora or Reddit to uncover the questions that need answering.

Check out the user experience (UX) for your readers.

How easy is it to navigate your blog? Is it easy to read on mobile devices?

Have you created scannable content? Are you breaking up text with bullet points, headings, and images?

Does your blog load quickly? A good site will load in 2 seconds. If your blog is taking longer than that, consider that around 40% of people will leave a site if it doesn’t load in 3 seconds.

Take Action: Check your blog’s loading time with a tool like Load Impact

If you want your blog to rank in Google you have to make sure that you’re using the right keywords.

It’s important to include keywords in your content if you want to rank higher for particular search terms.

One of the biggest mistakes I come across is trying to rank for generic keywords with a high search volume. Instead, try long tail keywords.

Long tail keywords are keywords or key phrases that are more specific — and usually longer — than more commonly searched for keywords.

Long tail keywords get less search traffic, but will usually have a higher conversion value, as they are more specific. They allow you gradually to get more traffic and to be found by new and motivated audiences.

Take Action: Use a tool like Keywords Everywhere, a Chrome extension which returns a host of long-tail phrases based on what people are searching for using specific keywords. The Google Keyword Planner within Adwords is another useful tool to find ideas for content based on keyword search.

If you’re wondering what to write about, why not go right to your audience and ask them what kind of content they’d like to see from you?

You can create quick polls on Facebook, Twitter, and Instagram or you could survey your customers and clients to get a deeper understanding of their preferences. Survey Monkey, Polldaddy and Google’s own survey forms are all simple tools of the trade which have been around for ages and they still work really well.

Take Action: Read 10 Places To Find Inspiration When You Are Stuck For Blog Ideas

Study after study confirms that how you create and share content matters
and visual content is leading the way.

People connect more emotionally with images than text, and in an increasingly crowded digital landscape, when our minds are attracted more readily to content that draws our eye, images can break through the online content clutter.

Be sure to optimize your images for Google search by writing an image caption and adding relevant keywords to the file names that describe the content of the image.

Take Action: You don’t have to be a graphic designer to create great images. In this article I share my favourite tools to create professional looking graphics for my own content marketing.

If content is king, then the headline is queen.

Your headline is the first impression you make on a prospective reader. No matter how awesome your content is, few people are going to click through to read it if they’re not immediately captivated by your headline.

According to CoSchedule , how to, list, and question headlines tend to get the most engagement.

  1. How To {Do Something} That Will {Help You Experience Desired Result}
  2. {#} Ways To {Do Something} To {Produce Desired Result}
  3. What Is The Best {Topic} That Will {Do Something Desirable}?

Take Action: Read 15 Ways To Crack Captivating Headlines for tips on creating better headlines.

If you want your blog to be read often, you need to post often.

I get it. Creating content on a consistent basis is hard. I see so many blogs started with great intentions, only to peter out after a few months; the well of content ran dry.

The solution to this challenge is to create a content calendar at the start of each quarter. A content calendar helps you maintain a consistent content production schedule, enabling you to plan for seasonal content and annual campaigns. It also helps you deliver a more balanced mix of content formats, such as articles, videos, and social posts.

Take Action: Create a calendar to map out content ideas aligned with 2019 holidays and seasonal trends and events.

Make it clear and unambiguous what the next step is after reading your content.

Don’t assume that readers will know what to do next. Whether your goal is for a reader to share or comment on your latest blog, subscribe to your RSS feed, or sign up for your newsletter, adding a call to action increases the likelihood the reader will take the desired action and engage with you further.

Take Action: Don’t forget the basics. Add sharing buttons to your website or blog. This seems so obvious that it’s almost not worth mentioning. Yet, time and again, I see sites with no sharing buttons or buttons so tiny they are almost hidden from view. Visitors are not going to hunt around your website looking for sharing buttons.

How do you know if all the time you’re investing in blogging is paying off?

You don’t know unless you put a system in place to measure and analyze your efforts.

Take Action: Use your website’s Google Analytics to track which content performs best. Track Facebook Insights and Twitter Analytics to measure social shares and engagement rates.

Blogging is one of the most effective marketing strategies available to businesses today. Applying the key lessons in this post will help you make your blog more relevant, valuable and shareable.

You might also like to read: 13 Blogging Mistakes Most Beginner Bloggers Make

Social Media Consultant. Keynote Speaker. Digital Storyteller.

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