Many small business owners and entrepreneurs have come to realize the value of a blog as a part of an overall content marketing strategy. A well written, engaging and well-maintained blog can not only help you build your brand but also help establish you - and your company - as experts in your field. It can even give you quite a leg up on the competition in the SERPs.
Whatever subject you begin blogging about, the most important thing is that your potential readers are offered useful or entertaining information that is worth giving up a few minutes of their time for. Time is one of the most precious commodities any of us have in today's busy world, so if your reader wades through a five-paragraph blog post and then feels, by the time they have finished, that it wasted their time then it is very doubtful that they will ever be back again.
Although every blog is different and unique, there are some very common business blogging mistakes that writers make that can ruin a potentially promising blog. Here is a little about the three biggest.
Every time you write a blog post it is one that promotes your product or service, again. Each one reads like a mini brochure and after the first few the reader is offered nothing new or enlightening, just the same old sales pitch over and over again, dressed up with some new wording.
According to Steven Jaffe, a trial attorney in Fort Lauderdale, Florida, "The purpose of a business blog is not to serve as a sales platform. The rest of your website accomplishes that well enough. Instead your posts should interest, inform, engage and offer value in exchange for the reader's time."
Writing for SEO
Ever since the concept of business blogging caught on so has the concept of writing a blog post for SEO - search engine optimization - purposes. And that has, sadly, in many cases become murky. People fail to understand the concept of keywords and instead of using them properly keyword stuff or use an awkward key phrase that looks great to their little SEO plugin but is clunky and obvious to actual human readers.
The key to great SEO; write for humans first, optimize for SEO later. Great content is appreciated and rewarded by search engines far more often than keyword laden junk, especially after the numerous algorithm tweaks the search engines have made over the last few years with the express purpose of weeding out poor quality content. Matej Markovic of Neevee advises his clients, “"Write for human readers. After all, they are the ones who have the credit cards in their wallets."
You Fail to Harness the Power of an Image
A blog post is, in essence, a piece of great content writing. However, one of the things that you really want to get out of every post you write is for lots of people to share it. Adding just a single great image to your blog post will make it significantly more searchable. When someone posts a link to Facebook, or LinkedIn, the image will be posted as well. As images on both these platforms draw, on average, 70-80% more clicks and shares than text only posts the chances that it will continue to be shared increase.
If you image is really great - and it should be - readers may feel the need to share it on their Pinterest account too, a great boost for you as that image contains a link back to your blog post, and so every time the image is re-pinned your site will get a little SEO boost.