Business owners who want to take their online presence to the next level usually look to the blogosphere. They understand they need to be online for so many reasons, but they often stumble and make mistakes as they begin – and ultimately end – their short-lived blogging journey.
Here are three mistakes business bloggers make when they first launch a business blog, and tips on how you can avoid these pitfalls:
1. They don’t have a plan.
When launching a blog, it’s one thing to get the website up, but it’s another ball game when deciding on the content that should be posted. When a website designer suggests the company owner installs a blog platform onto their website, it usually doesn’t come with a plan on how to execute that blog. When no content strategy is put into place, the business blogger will often be left with few ideas and little inspiration.
Instead, business bloggers need to come up with an objective for the blog, define its audience, decide on core topics and determine roles and responsibilities.
2. They stop blogging.
How many times have you visited a website and they have “Blog” listed as a link? When you click on the link, the last time they posted was November 2, 2012? Outdated blogs are almost as bad as not having a blog at all.
Brainstorming ideas and keeping a log of those ideas will make the content creation process easier. Then, every quarter, the business blogger should sit down and develop a three-month (loose) plan for its blog content. By putting together an editorial calendar, business bloggers will feel motivated and organized when posting.
One strategy that works for me is to write a handful of blog postings in one sitting. That way, I have a library of blog postings waiting to be posted to my website, which ultimately takes the pressure off me to come up with a blog posting idea and accompanying content each week.
3. They Sound too Salesy
Is salesy a word? Definitely not. But do you know what I mean? You sure do. When the business blogger uses the blog as a means to only advertise products or services, their readership will quickly dwindle or not grow at all.
If you want more than just your mom reading your business blog (Hi, Mom!), then you need to be authentic and find your voice. Be informal, ditch the sales pitch, give readers a behind-the-scenes look at your business, take personal risk and provide solutions to problems your clients may face when using products or services in your industry. Once you gain your readers’ trust through your blog content, the indirect sales numbers will come.
Developing a Content Strategy aligned with using an editorial calendar gives business bloggers the confidence and drive to move forward with their blog. Contact me to learn about my content strategy and writing services.