A key element of content marketing is the creation of great blogs. But there are some mistakes you should be sure to avoid to look for.
Blogging is a key aspect of a digital marketing strategy Attractive, authoritative blogs with good SEO, high-quality images and copy writing that appeals right to the core of a target audience’s needs and desires can go a long way to turning them into customers.
It can do this in several ways:
- First, it brings awareness about you and your service.
- This increases the chance that they will take action to become marketing leaders.
- By catching their interest, they will keep reading your blogs.
- Good blogs that are attracting a lot of attention will build up your reputation, increasing your organic ranking on search engines.
It can complement other measures such as using PPC (to build leads prior to the establishment of your organic SEO authority), social media posts, and email marketing.
So far, that’s good. But there’s a good way to blog and blog a lot of wrong ways. The following are common errors, but they can be avoided.
1. Forgetting about your audience
The perfect blog should be aimed at your consumer profile, an archetype of your ideal customer’s characteristics.
This will include the following aspects:
- Demographics such as age, sex and geography
- Situations such as marital status, job or income
- Most importantly, their needs and wants you to offer solutions for this,
But bloggers can lose sight of it very quickly. That might be by getting carried away and writing something that may sound really interesting or elegant but does not relate to the target audience. Or it could happen because there was no recognition of the appropriate buyer persona, so the blog fails to reach the right target.
All that means it could be wasted a lot of time.
2. Sacrifice quality for quantity
It’s certainly true that in order to be effective you need to blog a lot. But there’s a good way to do it.
The right way is to ensure that you produce high-quality content on a regular basis, gradually building up your reputation on search engines as you go along. However, publishing multiple blogs makes it possible to follow the marketing messages several times for those interested in what you’re writing about messages several times for those interested in what you’re writing about.
The rule of seven–where the average person needs seven times to see a marketing message before committing to a purchase–is particularly relevant here.
Where bloggers can go wrong is to assume that the answer is to create as many posts as they can post in any given week, churning out as many as they can.
In doing so, it can be too tempting to sacrifice quality for quantity, which is futile because if the blog isn’t interesting or appealing, it won’t gain a lot of readership and could reduce the search engine authority. Sometimes “less is more,” as the saying goes.
3. Not having a schedule
Using a plan is the best way to ensure that you produce the right amount of content and publish it at the right time. Whether it’s on a weekly or monthly basis, create a calendar and plan what and when you’re writing.
This has a number of advantages:
- The content is regular: you don’t write lots for one week and nothing for the next.
- You can create a series of posts on a subject over time and retain reader interest.
- You keep a record of what you’re writing to avoid duplicating topics.
By not having a schedule, you may end up writing in a much unplanned, haphazard manner that undermines your overall digital marketing strategy, while your readers have no idea when your next article may appear.
4. Neglect Backlinks
SEO is essential to your blogs, and most people will realize they need strong keywords to help optimize blogs and achieve the highest possible ranking.
Some will also be aware of the value good pictures can bring, while video is also extremely useful, while authority is very important to help raise a ranking
Nevertheless, backlinks are one aspect of SEO that can be easily overlooked.
Effective backlinks are text hyperlinks that add value to the reader by linking them to additional information from external sources.
Ideally, the following should be:
- Reliable and reputable.
- Sites that have a lot of traffic, with hundreds of thousands of hits, if not millions.
- The back linked article title matches or is compatible with the linked text in your post.
- Opening in a new window so readers are not steered away from your blog.
There are a number of major mistakes that can be made using backlinks.
- Using low traffic backlinks, poor quality or lack of reliability
- Broken or toxic links.
- Linking to one of your rivals who will be delighted with the free advertising.
- Reciprocal links–sites used to be able to link back and improve their rankings, but search engine algorithms now penalize this.
- Overdoing it – preferably, half a dozen or less back links will appear in your post, otherwise readers can be diverted from it.
- Do not use back links at all and therefore miss their benefits.
5. Fail to update blogs
By going back to your existing blogs and updating them every so often, you can meet the need to avoid broken back links.
Other things you may need to change include:
- Changing bits of the text to update them, such as a section that refers to an event in the present tense when it was written that has now come and gone
- Including new information that is relevant
- Tweaking content because your buyer’s persona has changed.
People often forget that their content remains forever on the internet. You lose the benefits of it by allowing it to go outdated instead of upgrading it and refreshing it. That’s why it’s important to keep track of and look after your old blogs.