There are apparently more than 200 million blogs worldwide, a figure that increases by 3 million every month. Suffice to say that you will have to make sure you do things right if you want to stand out with your business blog …
And it’s well worth the effort when you consider all the problems that a business blog can solve. If you already have one, but the success is unfortunately not there, you are well advised to check that you are not making these 7 mistakes.
1 – Introduce yourself instead of discussing
Writing a blog post is completely different from preparing a PowerPoint presentation or writing a press release.
You should speak directly to the reader. Most often, this is done using “you” and “I” in order to use a conversational tone, unlike a press release for example which uses a descriptive tone. This adds personality to your articles and makes your readers feel much more engaged.
2 – Your titles have no catch
The title of your article is often the main reason why the user makes the decision to read you. So it’s important to find a headline that appeals to the reader you’re targeting. For example, with this article I want to be read by entrepreneurs who have a business blog. I could have chosen a title like “Bad practices in business blogging”, which in my opinion is rather general and does not arouse the curiosity of my target.
By choosing instead “7 Widespread Practices That Will Make Your Business Blog Fail”, I am much more specific and I think I have a better chance of convincing her to read the article since:
- As I tell her that these practices are widespread, she might want to check that she is not making these mistakes;
- I am speaking directly to her using “your blog”;
- I try to create a feeling of insecurity by using the word “failure”. No one is indifferent to failure, so better read the article and make sure you don’t make these mistakes, right?
3 – You are too promotional
In many cases, the best way to promote yourself is to be seen as a useful resource in your industry. After all, the primary purpose of a blog is normally to share information.
You can certainly include a few links to your product pages in your articles or mention them subtly through your content, but they generally shouldn’t be the heart of your article.
Instead, choose to include end-of-article calls to action or banner ads in your side menu.
4 – You don’t focus on visitors and prospects
It’s not what you say that matters, but what they understand about it. People will read your articles to find answers to their questions and solutions to their problems, so it is essential to address them in terms they understand. Put aside the technical terms of your industry in favor of the language commonly used by your prospects or make sure you do what is necessary so that they understand.
5 – You do not promote your content
The best content in the world will not bring you any benefit if it is not seen. For this, you should at least write articles around keywords relevant to your activity and share them in social media groups. You can find more ideas here.
6 – You are not constant enough
Spending a week from time to time or posting on Tuesday instead of Monday is not a problem in my opinion. What is a problem is when there is a blatant lack of consistency.
If for example you normally publish twice a week and suddenly the blog is no longer updated for 2 months, this is a problem because it creates a funny perception with your visitors.
7 – You make lots of mistakes
Obviously, but you mustn’t forget that. Imagine the message this sends to your prospects: “We don’t take the time to check the quality of what we produce”.
But the real problem remains…
The cause of all of these bad practices is often that businesses don’t know what they are doing when they blog or lack the time or resources to do it right. To overcome these difficulties, companies are increasingly resorting to outsourcing by entrusting their blog to a specialized blogging agency like Ridigio for example or hiring an employee who knows about it.
And you ? Have you noticed any other common bad practices? What are they ?