Corporate blogging has now become almost a necessity in the online world. It’s a great way to build traffic to your website, keep your customers happy and loyal and much more. But what do you do when you’re not getting any positive results from blogging? In this blog post, I’m going to share the most common mistakes of corporate blogging that could be holding you back.
You haven’t created a blogging strategy
One of the most common mistakes with corporate blogging is not creating a strategy. In fact, it’s a common mistake with bloggers of all kinds. People think it’s enough to put up a blog post regularly, promote it as much as possible and then wait for the results to come. But, it doesn’t work that way; and the more blogs pop up, the more likely it is that a blog without a strategy will fail.
Why do you need a blogging strategy? The reason is quite simple, really. When you create a strategy, you plan your blog content so as to help you achieve your goals. This increases the chances of your blog being successful in the long run.
Because of this, the first thing that needs to be done before starting to blog is to set goals. As Joe Pulizzi of The Content Marketing Institute puts it, there are 3 main goals you can set: to create happier customers, to generate more revenue and to save money.
Once you’ve set goals, you can start building up the blogging strategy. Create a blogging schedule and plan your content so that it helps you achieve the goals you’ve set in the beginning.
Blogging for the sake of blogging
Another issue I notice very often with corporate blogs is that their content unplanned and there’s no real strategy behind it. Their actual content of their blog posts is completely filler content.
Blogging for the sake of blogging will not get you anywhere; in fact, you’re more likely to lose your audience rather than gain more readers. If your blog posts are simply not good enough.
I’ve been surprised time and time again by some corporate blogs that, put simply, say absolutely nothing of value. In fact, they look more like a bunch words thrown together to meet a blogging quota, rather than a blog post written with actual human beings in mind.
In order for a blog to have any chance at success, it needs to have content that provides real value to audiences. Without good content, there is very little that can be done to improve a blog’s success.
Using blogging exclusively to promote your business
There’s nothing wrong with using a corporate blog to promote your own businesses and services; in fact, most readers will probably expect you to do so. But, when you overdo it and all, or a majority of your blog posts attempt to promote your business, products, or services in some way, then your blog will become almost unreadable. You won’t be able to attract a steady stream of traffic to your blog and you are more likely to be criticised, than supported by your audience.
Blogging for business, after all, is not about selling directly; it’s about providing value to your audience and about nurturing relationships with potential customers and existing ones. Blogging in itself is the promotion, when you strategize – not mentioning how amazing your products are in every other blog post you publish.
After all, why would anyone want to constantly read about how amazing a business is and what it can do for them? There are so many other great blogs that can provide them with the value they want, that they have no reason to continue reading a promotional blog.
Not measuring your blogging results and adapting your strategy accordingly
It’s not enough to strategize your blogging, but you also need to measure your results. This is how you can understand whether your strategy is working or not and if you’re achieving your set goals.
It also allows you to gain a better understanding of your audience and what they want to read about. With that information, you can then improve your blogging strategy, so that in the future, you can achieve your goals much faster.
After all, blogging is a marketing effort like any other; it needs to be measured so you know whether your resources are well spent, your strategy can be adjusted and improved to suit your audience and your overall content marketing goals.
You’re expecting results now and not a moment later
Blogging can take quite some time to get you the results you’re hoping for. Blogging is a highly effective form of content marketing nowadays. But, it takes time and effort to get to its full potential.
Just like in real life, loyalty and trust are rarely given on sight; you need to work at building a strong following for your blog, by consistently offering value-filled content to your audience, promoting it religiously and constantly adapting your strategy to suit your audiences’ needs, as well as your own goals.
Blogging is very much a long-term strategy; although it won’t get you results in the first few weeks, or maybe even months. Once it does start working, you’ll be able to consistently reap its benefits: better search engine ranking, a consistent traffic-magnet, increased brand awareness and much more.
You’re not thinking of search engine optimisation when writing your blog posts
One of the big benefits of blogging is that it can help you massively improve your search engine ranking. This, in turn, means more organic traffic coming to your website, an increase in brand awareness, more sales and a host of other benefits.
Blogging can be an amazing SEO ‘tool’; in fact, studies have found that websites with blogs have, on average, 434% more indexed pages than websites without one.
Although your audience should always come first when creating content for your blog, you should also make sure to optimise all of your blog posts for search engines.
Perform keyword research to find the best keywords to aim for. Use sub-headings and visual content to break up your articles, optimise your images and videos and so on – doing this will help you achieve even better results from blogging in the long run.
Knowing what to do is not always enough to create a winning blogging strategy; corporate blogging is not only relatively new, but it’s also in constant change. This makes all of the mistakes listed here quite common.
But, so long as you’re strategizing and adapting your content marketing and blogging strategy, thinking of your audience and your goals first and foremost, you can achieve great results.
What are some of the most common mistakes you’ve noticed with corporate blogs?