1. Using the wrong name for your blog
Sometimes, companies try to be clever and create a blog that appeals to them. The problem with this is it’s not appealing to their audience. As a result, they quickly bounce off the page — that’s if they even click on it at all. When designing your blog, be sure to choose a blog name that is interesting, identifies who you are, aligns with your brand, and is easy to remember. Also, strive to provide readers with an inkling of the kinds of topics they can expect to find when they land on your page.
2. Choosing the wrong topics
The fundamental purpose of blogging is to answer your customer’s questions. Unfortunately, many businesses that fail at blogging do so because they neglect to anticipate providing the information they want to know. Ask your sales team what types of questions customers most often have — these are all great potential blog topics. Once you learn what top inquiries your company gets, aim to provide your audience with answers through steady blog posts. Better yet, anticipate what they want to know and then give it to them before they ask. With enough blogging experience, combined with your industry expertise, you’ll learn how to provide the perfect topics people actively want to read about.
3. Not using a variety of content
Crafting words together is a key component of constructing a good blog post, but it’s not the only type of content businesses should be sharing. Breaking up posts with a variety of content types can go a long way toward developing an appealing blog that people want to return to again and again. For instance, imagery is an increasingly important type of content and generates more than 90% more views than blogs that have text-only. To vary your content, use words, but augment them with video, photos, and infographics. This not only breaks up the page but also helps keep content fresh and audiences engaged. Interactive video is steadily becoming a vital part of blogging. But remember to use videos and other imagery strategically and not as a replacement for your content.
4. Writing blog posts without proper formatting
Blogging is much more than typing your thoughts into a webpage, but you already knew that. Here are some strategies to make your content perform well and look great.
Write about one topic per post: Each blog post should cover one specific topic. Ideally, the main idea should be a keyword that you found using the tools listed in the previous section. It’s important to provide the most thorough content possible without unrelated digressions. For example, if you’re writing about how to bake a cake from scratch, create the most detailed article you can about making cakes, but only cakes. Don’t add a section about pies and tarts. Stick to only one topic per post.
Format posts for easy reading: When formatting your post, use headings and subheadings so readers can skim easily. Break up paragraphs so they’re only a few lines long, and include eye-catching media like images, infographics, and videos.
Always proofread your posts: Before posting, remember to edit and revise your posts. Consider running your articles through a proofreader and grammar checker like Grammarly. This tool can also check for plagiarism on the pro plan. That said, proofreading tools can’t replace human editing. It’s always best to give your post a readthrough with your red pen or have someone else take a look at it before publishing.
5. Skipping social media promotion
Publishing a good blog post can be exhausting, but your work isn’t done yet. You also need to promote your content. Truthfully, this is an area that we still struggle with sometimes. After finishing a blog post, I’m ready to take a nap. The last thing I want to do is come up with a catchy social media post to match. But 70% of high-earning bloggers actively promote their new blog posts, and admittedly, I do notice increased traffic when I consistently share articles on the right social media platforms.
For me, Pinterest marketing has been the most successful platform for blog promotion since Pinterest is a visual search engine, but this can vary depending on your niche and audience. When asked where they prefer to share their work, 42.91% of bloggers said Facebook , and 21.07% said Instagram. Networks like LinkedIn, Twitter, Reddit, or TikTok are also popular places to promote your posts.