Content marketing will boost your business. Have you never heard that? However, many blog posts are putting their audience to sleep. Let’s see which ones …
So many marketers have been convinced by all the benefits (very real, by the way) of content marketing. Many of them have started blogs. It is not very complicated to write! Everything seems so simple and accessible with WordPress like other CMS. But, is all this abundance of blog posts reaching its target?
Here are the 7 main shortcomings of blog articles that make their audience flee and some ways to remedy them.
# 1 – Blog article truncheon keywords
To stand out in the blogging jungle, some are tempted by over-filling in keywords. Thisyou over-optimization is a dangerous move especially when you don’t master SEO techniques. It can double penalize the website: by search engines and audience.
A client who ordered a text for his blog was amazed at the result. He didn’t understand why the title and the subtitles were not a succession of keywords juxtaposed next to each other – without any sense. He had thus found that the article was not at all optimized at first, before an explanation of SEO methodologies. It is always necessary to remember: a blog article is primarily written for humans. And anyway, Google and others have not been fooled for a long time.
A good optimization is not obtained by an overbidding of keywords. Working on your lexical field is much more relevant. Determine long tail expressions, in parallel with a complete treatment of your subject. Being SEO friendly requires a much more subtle approach than embedding a keyword in each sentence. However, SEO is an essential tactic for your content marketing.
# 2 – You talk too much about yourself
Is each of your blog posts an opportunity to showcase your skills? Aren’t you doing too much? It is always tempting to promote yourself, to add a little sentence like “we do this and we do it well!” “. A little heavy, no doubt!
This type of approach to your content marketing then leads you to suggest topics that revolve around you too much. Or do they interest your target? Neil Patel on the CMI blog cites the example of content that deals with trends in your industry. These are not topics close to your audience and they may tire them.
Content marketing aims to provide your audience with relevant and useful information. You should focus your blog posts on your target audience. What are their needs and expectations? Identify their breads (pain points) to provide them with the ideal content. You don’t have to present your expertise. You have to demonstrate it.
# 3 – The blog post lacks added value
Even if we can agree that everything has been said on the Web, the fact remains that plain banal content. Yes everyone has already read ten times your blog post, you’re going to scare your audience away. Being too trivial or submitting a hackneyed post are real thorns in the side of your blog.
With the production of content on the Web, a level of saturation of the readership is observed. The Visionary Marketing blog resumes the concept of “Content Shock” from the American Marc Schaeffer to explain this. This abundance of content calls for the creation of higher added value blog articles. This proliferation of publications is more in low quality levels (even very poor), which leaves room for quality. Demanding audiences are always looking for content.
How to boost its added value? Think of offer an original angle and deepen the subject to the maximum. Include your own examples. Do research on the Internet and vary the keywords around the theme and in several languages (long live Google Translate!).
# 4 – Content neglects form
Have you ever seen these blog articles consisting of a single paragraph, without a heading, with the same font too large or, conversely, too small? Or have you never come across these badly written texts, full of mistakes, without construction with line breaks with each sentence which oblige to scroll constantly? A blog post who cares about form also doesn’t care about readers. And they are not fooled.
Readable text is accessible text. Reading on computer, tablet and even more smartphone is more difficult than on paper. She tires more. In addition, the audience is volatile. These indigestible cobblestones or spontaneous regurgitation of thoughts do not enhance the talent of the writer.
The golden rules of web copywriting are binding, of course, but essential to have a good head – even if sometimes you can skip one. Short sentences, simple words, airy text, careful layout … are necessary. Take the time to get in shape, your target will appreciate!
# 5 – The publication has no angle
Do you like blog articles written without angles? They describe the subject to you as Wikipedia pages. In other words, nothing crispy. A subject is likely to be worn out. If there is no angle, a text remains in common places, a general description and a lack of personal proposal.
To be honest, I sometimes get orders. – An article of 1000 words on pasta “in general”, like the Wikipedia page. – Is that so ! And you don’t want me to do ” 20 pasta benefits ”,“ fresh pasta or dry pasta? “,” 10 unstoppable pasta recipes “, ” The pal dente are they the best ? “, or “pasta do they make you fat? “? The subject conceals a plethora of interesting polemics to deal with and debates to launch, with commitment at stake. No ?
A blog post only exists through a corner. The angle is what differentiates your article from others on the same subject. We come back to point 3. Find an angle in your personal experience, in the news … Seek inspiration through various forms of articles: “10 real reasons for”, “20 secrets of”, “The truth about »,« What you missed »,« The checklist of »,« Why »,« How »,«… according to the Simpsons »,…
# 6 – Blog post is too brainy
Your content marketing strategy is serious. Your business is serious. However, should we be boring? Highlighting your expertise does not mean being seen as great intellectuals. Being hard to access is not a good way to showcase your skills. Study reports should not be confused with blog articles.
A blog must address a fairly large community which therefore has diverse knowledge on its subject. Don’t be too exclusionary. Seek to federate. A content bitter and complexe restricts your ability to mobilize your targets, which is one of the goals of any blog.
It’s not about dragging blagounettes all the time, punctuate all your hilarious Gif arguments or add emojis to each sentence. But, even if you are internationally renowned researchers, your blog will have to popularize your information. You can offer your studies and other monographs for download, but your blog posts should explain them to as many people as possible.
# 7 – You are looking too directly to sell
Obviously, you do not write all these blog articles for the beauty of the gesture, nor for the simple pleasure. They fit into your content marketing strategy which aims to develop your brand image, boost traffic to your site… and ultimately sell more.
However, being too sales oriented makes a blog less interesting. Your articles cannot be mere catalogs of your products. Will your audience be fooled? No doubt not. Sincerity shows. Don’t be too in demand. A blog is to offer!
Blog results don’t happen in the short term. Focus on the long term. See which direction you’re taking your audience. What is your main message? Educate her gradually, little by little, step by step, by creating a link with your targets. You have to believe in the power of information.
A good blog post is actually complex, multifaceted and demanding. Successful content marketing requires much more than a beautiful pen. While it’s easy to start blogging and posting online today, driving a content marketing strategy is a long, steep road. The digital consumer, zapper, fickle and over-informed, is much more difficult to capture than it seems. If you want to boost the performance of your blog posts, reconnect with your target!
Has this blog article demonstrated its purpose? Did he knock you out properly? Say it in the comments!
Photo: Leon Fishman / Flickr CC-BY