Blogging is tough. Like a potato chip, you can’t do one. One means that you tried blogging and gave up. It was too hard. It makes you look like a quitter. If you can’t sustain a blog, don’t start. I blog every week, then post the blog along with an image to my website, Linkedin page, Blogger and 4 social media sites. It’s a commitment, but if you make it a habit, you can do it.
Your blog becomes the workhorse of your content marketing program
Quality blogs will drive your whole content marketing program. Not only will you be providing fresh content to your website, increasing your SEO value, but you can repurpose that content to your newsletter and use extracts on social media. A blog is a workhorse. Set aside time to work on your blog and own it.
Here are 8 blogging mistakes—reasons why so many people fail.
- Setting an unrealistic publishing schedule. There are actually people who promise themselves they’re going to blog 3-4x/week or more. Forget it—this is a recipe for failure. If you can do one blog/week, you’re doing really well. Cut yourself some slack and try two blogs/month. You’ll soon find this is an aggressive goal.
- Not using headers to break up text. This one kills me. When I see a big 6-inch block of text on my computer screen, there’s no way I’m going to tackle this. It’s a fortress. Break it up into manageable bites. Use subheads that guide the reader through the copy. Use bullet points to further delineate key points. Seduce your reader.
- Using “Click Here“ in links instead of real keywords. The days of “check out our new website” and “click here” are over. Audiences have gotten a lot more sophisticated, and by using your keywords and inserting a link instead, you’re getting a lot more SEO bang for your buck.
- Not Answering Your Comments. When someone takes the time to comment, you owe him/her a response. Remember that you’re doing this to build relationships.
- Not Using Images. Big mistake. You may be an inspired writer, but the stats tell us that the average visitor will read just 20% of your content. The use of really good images that are relevant to your topic not only enhance your blog but draw in your audience. An estimated 67% of users say that images are more important than descriptions when making a purchase—and the whole purpose of your blogging is to grow your audience and get new clients, right?
- Not Adding Social Media Sharing Options. I see this all the time. Time to integrate your messaging across all of your marketing channels. Make sure your website, social media sites, newsletter, business card and any other print collateral are all branded, integrated and connected. We’re looking for consistency of messaging.
- Not Using Analytics. Do you know which posts your readers liked best? Do you understand how people are finding your information—what sites they’re coming from and if they’re clicking through your site? If you haven’t installed Google Analytics on your site, do it. Start using this to see what kinds of posts are getting the most attention. (Your comments will also be an indicator.) If you find that you’re getting a lot of response to one topic, you may—or may not—want to write more blogs on that topic and really promote them. Build a niche.
- Not Showing Recent/Popular Posts. New visitors are often curious, so give them something to look at! If you’re clever about displaying your blogs, they’ll stick around to see what else you’re writing about. If there are places on your site to call attention to your blogs, by all means leverage them, such as a homepage banner with a title and a link to the blog. Many of the new website designs have tiles and other callout areas where you can post an image along with a message and a link—these are great places to showcase your blogs. On my site’s blogpage, in the righthand column there is also a list of my last eight blogs with their links.