A business blog can be one of your most valuable assets for generating traffic, engaging visitors and helping create an affinity for your brand. Of course, it can also be an ineffective waste of time. To help steer you down the path to success, here is part two in our series on the 7 deadly blog mistakes to avoid.
4. It’s Not About You
Your blog is serving a purpose to attract and give your prospects what they want or need, so don’t try to stroke your own ego too much at your blog. This goes back to writing in a conversational tone. You certainly want to give some personality to the blog’s tone, but don’t allow that to drive too much focus on yourself and your business alone. Your audience will visit and return to the blog for the value it provides to them and making the content too promotional and self-serving can kill the interest that good and valuable content creates.
5. Not Spreading the Word
Blog promotion is arguably more important than your blog’s content, since it’s only serving your audience and you when there are visitors. If you have a business blog, then you don’t want to keep it to yourself. It’s important for you to promote it. Be sure to spread the word and your latest posts via your social media profiles and email. If you’re not spreading the word of your blog, there’s little chance it will be effective.
6. Turning it into a Ghost Town
Success with blogging requires consistency and effort — there’s no way around this. Knowing this upfront might help you determine if blogging will work for you. In a world of information overload, your visitors will only keep coming back if the content is useful to them, and if there’s nothing new, there’s no reason to return.
7. Not Monitoring Comments
A blog is meant to be a conversation. The engagement and interaction that can take place on a blog is part of it’s attraction. Its purpose is to be a dialogue between you and your customers So unlike a static website, it allows customers and prospects to engage with your business through conversations. This conversation will flow through commenting. And while it’s a great idea to use comment moderation to filter spam, you have to be attentive and quick to approve and interact with comments that are left for the conversation to happen. Be sure to get back to feedback promptly so that your potential customers know you value their comments.
If blogging sounds like a lot of writing work, remember that you can always hire writers, tackle writing by committee with others on your team, or by allowing guest bloggers to provide content.