Todd Martin

Todd Martin

Sales Strategy

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5 Business Blog Faux Pas

August 23, 2016

You’ve invested time and energy in a blog for your business. But are you making some of the most common mistakes with it?

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I don’t like to use the word “mistake” when it comes to creating an online presence. What doesn’t work for one company may serve another well. There are no real rules for success, no magic formulas.

But I’ll share with you five of many unwritten “rules” (again, I hesitate to make it sounds so cut-and-dried) of good blogging. Only I’ll do it in reverse. Here are some of the things bloggers do that can work against them.

Disclaimer: I don’t use this blog space to advance my own business goals. I write these posts simply to pass along sales, social media, and CRM management advice that I’ve picked up over the years. I’m not providing a good model in terms of visual layout and frequency, but I do give it my all when it comes to my words here.

So here, in no particular order, are some of the things that keep bloggers—even those who work hard on their content and presentation—from getting the results that they could if they made some simple changes.

#1: They hype their companies’ products too much.

Selling is for your website, though you should be selling one thing on your blog: yourself. Blogs are great outlets for establishing yourself as an expert in your field, which reflects well on your brand. They’re not showcases for your products and services, though you should certainly provide links to your main website on every page.

There are times when your company’s offerings may be brought into a discussion. It’s certainly all right to do a brief announcement when your company has a major product release. If a reader asks you directly about something you produce and/or sell, of course you should respond. But always direct the audience to your website for all of the details.

#2: They post text block after text block, with no variety of content types.

Your blog is the one place in your world of online engagement where you have absolute control over what appears there. So use this opportunity to get something on that page 3-4 times a week. You don’t have to create a lengthy discourse every time. In fact, you shouldn’t. Break up those paragraphs of content—a format that is perfectly appropriate for some topics—with other presentation types.

Can you say the same thing in a Q&A or FAQ? Do so sometimes. This short attention span world loves those. Is there a cartoon or photo that says something you want to express, an idea or concept that’s related to your industry? Is there breaking news about your type of products and work? How about audio and video – can you use those well?

#3: They don’t spend enough time polishing titles.

You have about 10 seconds—max—to grab your audience’s attention. You’ve probably heard this before, but I’ll reinforce it: Your title is critical. It doesn’t have to be particularly clever (though that doesn’t hurt), but your potential readers need to know how they’re going to benefit from reading the actual post.

#4: They don’t mind their Search Engine Optimization (SEO).

Getting found is the name of the game. And for that to happen, you do need to do your research and learn about keywords and their placement if you don’t already have a good understanding of SEO. If you have a link to your blog from your website, which you should, some people will find you that way. But you also want to attract people who don’t know enough about you to visit your website.

#5: They give up too easily.

When I first started studying up on content marketing, I remember reading that it could take six months to start seeing results. Six months?!, I remember thinking. I know now that that may be a conservative estimate. Know that it’s likely you’ll be plugging away for a period of months without seeing much return.

But keep at it. Make your content creation fit into your week, knowing that it’s not a moneymaker – yet. Your persistence may well pay off.


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