11 Common Mistakes In Blog Marketing (and how to get better results)
According to HubSpot, in 2020, blog marketing is among the top 3 forms of content preferred by digital marketing teams.
Content marketing has been a hot topic for many years, and there is no sign that the trend is slowing down.
If you think about it, we are more likely to watch a video, read a blog post, or listen to a podcast rather than click on an ad (not to say you should not do ads; we recommend that too!).
We are also more likely to Google something, read a blog post, get distracted by other content, end up signing up for a newsletter, and finally, after receiving a few emails, purchasing a product/service.
If you succeed in getting your visitors to consume as many pieces of valuable content as possible, they become more likely to buy from you.
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We know that having a blog is beneficial for your search engine optimization, content marketing and community engagement. But are you optimizing your blog marketing efforts? Avoid these 11 common mistakes in blog marketing to see higher returns in your business! Check our latest blog post on our website! Link in bio.
Any business can benefit from content marketing, especially seeing how easy it is to set up a blog on your website.
However, it is getting increasingly harder to grab the attention of an audience (and retain it) due to the increased amount of content that runs online.
The key moving forward is to create user-friendly, valuable, informational, inspiring and entertaining content. In short, highly engaging content.
If you create concrete strategies and follow proven processes, you have the opportunity to build a profitable audience within the saturated web.
This blog post will discuss the 11 most common blog writing mistakes and how to fix them. It is time to make the most out of your written content.
#1 Not transitioning your visitors to the next step in the funnel
The worst thing you can do is pour all your blood, sweat and tears (and money) into blogging and not establish a strategy to profit from your efforts.
You’ve impressed the visitor, and now you have to go for the sales pitch.
Maybe you haven’t created an in-depth marketing funnel, and perhaps you’re not exactly sure how to maximize profitability from blog marketing, and that’s ok. However, you need to put some serious thought into your strategy, especially if your business puts hours and hours into content creation.
One easy way to kickstart your funnel strategy is to start collecting leads with a pop-up, a banner, or a simple form. There are tons of services out there, such as MailChimp, HelloBar, and Klaviyo, among others.
Once you have a lead’s email, you can continue the relationship from there. If you don’t collect emails, you may never regain their attention and may never see them come back to your website.
If you don’t collect leads, it will be challenging for you to monetize your blog marketing efforts.
#2 Not providing value in exchange for a lead
You know you need to collect emails, but what if it’s not working? What if you're getting tons of traffic, and no one is filling your pop-ups or subscribing to your newsletter? Your readers will likely never come back to your site.
The best way to get someone to subscribe to your email list is to offer them a valuable freebie in exchange for their email address.
Here are some ideas of free resources:
Premium access codes
Anything that you can think of that is highly valuable for your audience and leads to an email capture will be useful.
The common business blog mistake here is that by only having a subscription box (or pop-up) and no incentive, your audience will not give you their email (which will translate into a low conversion rate). You have to offer something irresistible and provide content that will make visitors want to receive more emails from you.
As an example, I will take Digital Marketer’s lead magnet in which they claim generated 35,859 leads in 60 days (shown below).
In giving them your email, they would give you the “Facebook Ad Template Library,” which is an irresistible offer for marketers that use Facebook Ads.
They knew their target audience was interested in improving their ad results and created an excellent lead magnet.
#3 Not writing useful content for your audience
The whole idea of being a publisher is creating content that entertains, informs or inspires your target audience. Publishers create engaging material to get the attention of an audience, and then introduce ads to make money.
Many businesses engaging in blog marketing forget the point above, so to be successful in this area, always remember, you must be a publisher FIRST and advertiser SECOND.
Without an audience's attention, you cannot advertise to them. Or at least, you will not have anyone to sell to or profit from.
Suppose you are writing content that is purely promotional or content that isn’t any more valuable than other articles online. In that case, you are NOT going to get the engagement you need to start capturing leads.
Here’s the key to creating engaging content:
Understand your target audience so deeply that you know their struggles, pain-points, challenges, goals, lifestyle, thinking-process, and more.
You can then create content that is unique to them, answers their questions and solves their problems. If you are doing this, you are creating engaging content.
If your business needs support in their content marketing efforts, learn more about our services below.
#4 Not using headlines that generate clicks
You’ve spent hours and hours putting together the perfect blog post. You’ve made sure it is valuable and that you are offering a good incentive in exchange for their email.
Now, let’s talk about your blog post’s title. It cannot be deprioritized.
The headline of your blog post is the principal element that will help your readers decide if they are going to read your piece of content or not. It is as simple as that.
If you are spending 8 hours on a blog post, your headline should take more than a minute to write.
Do some research on viral posts in your niche and analyze their titles. You can even create a spreadsheet with the top headlines you find online.
The one thing that you have to be careful with is that when you make your title “click-bait,” the content that follows needs to deliver said value.
Let’s look at some examples of headlines for your blog posts (replace what’s in the [brackets]):
[#] Powerful [desired result] tips (that actually work)
A step-by-step guide to [desired result]
The one thing that no [industry] expert is going to tell you
The simplest way to [desired result]
[#] common mistakes in [industry] (and how to fix them)
As you can see, you’ve probably run across titles like this (including this post). You can quickly go to other viral posts and make your template.
#5 Not introducing clear CTAs (Call-To-Actions) on your blog posts
If you are not giving your audience guidance and reminding them to complete a specific action, how will they know what to do?
You may think that by providing valuable content, they might go and check-out your products or services.
As far as your reader is concerned, they are reading your blog post to get a question answered or learn something. They don’t care about your brand unless they’ve come across your content more than once.
You have to let them know there is more to explore and understand regarding your business.
As the term describes it, blog marketing is about putting your brand in people’s minds by exposing them to your written content. Make it simple for them by giving them instructions.
You can use the following CTAs:
Make sure to follow us here! (link social media account)
Share this blog post with others that may find it interesting!
Let us know your opinion on this topic in the comments!
Here is another related article we think you may be interested in (and link to it).
Subscribe to receive more content like this one.
If you liked this post, you might also like this one.
If you want to learn more about our products and services, click here!
Here is how our products/services can help you solve this problem.
As you can see, there are a ton of examples, and you can have many of these throughout your blog post. Just remember not to be over promotional and stay valuable in your blog post.
Lastly, don’t be afraid to help them find more of your great content by linking to some of your other posts. Make sure it’s related content so that it will be worthwhile for the reader.
In short, clear call-to-actions are A MUST in blog marketing.
To show you an example of this tip, here’s Grammarly’s blog post.
As you can see above, there is a button “Get Grammarly for free” in the middle of the article.
We also see buttons to share the post on the left, and on the right, there’s more valuable content for readers to view.
All of these options are great call-to-actions!
#6 Not optimizing for SEO (Search Engine Optimization)
You do not stand a chance in the blogging world if no one can find your content.
And yes, most traffic comes from search engines (social media too, which I am hoping you are taking advantage of as well).
Search Engine Optimization is an industry by itself, and although it will take you some time to learn all the details, you should, at the very least, know the basics.
If you know this is important but have not at the very least optimized your title, headlines, meta description, and content, then you are fully committing this mistake.
Make sure you spend some time learning about this topic to better your blog marketing efforts.
To keep it simple, if your blog post is not discoverable by search engines and adequately indexed, no one is going to find your content.
I increased the traffic to our blog by over 300% by better optimizing our writing. To get you started, here is a post where I explain the most critical elements of SEO.
#7 Not doing keyword research
Avoiding this mistake right here will save you hours and hours of your time!
Here is the thing, if you are new to content marketing, you have no chance of ranking on popular topics because they will be taken over by the big brands who:
Pour more money into content marketing in a week than most businesses can in a year,
Have such an incredible reputation and authority that anything they write ranks at the top,
Blog posts have been over-optimized for quite some time.
How do you overcome these challenges?
Pick topics for your posts that have a decent amount of traffic but not much competition. These may be topics that are way less popular, but ranking at the top might still give you a decent amount of traffic. Plus, it’s better than wasting your time trying to rank for highly competitive keywords.
For keyword research, I recommend tools like SEMRush, Google Keyword Planner or ahrefs. These tools can give you an idea of what keywords or topics are less competitive and how much traffic they get. Keep in mind that most of these tools are not 100% accurate.
Moz has a great guide on how to do keyword research; you can find it here.
If you’d rather we take care of your keyword research and search engine optimization, book a consultation below.
#8 Not promoting your content
I am going to retake a similar example from before.
Let’s say you spent 8 hours writing the perfect blog post. It’s perfect in every way. However, you only spent 30 minutes promoting it on your social media accounts.
In case you haven’t caught what the mistake is here, let me give you another example.
If you are working on a brand new product for one year, do you only promote your product for one month?
Unfortunately, this happens a lot with content marketing. If you’re spending 8 hours writing a piece of content, you should spend at least 8 hours promoting it.
It is not just about posting it once to your social media accounts. You can do so much better!
Here are some ideas on how you can promote your blog post:
Contact other blog writers and ask them to link it in their content (plus this is good for your SEO), share it, and comment on it.
Repost it on your social media multiple times. Don’t overdo it, but nothing wrong with tweeting it once in a while, even years later.
Take advantage of social media groups on Facebook and LinkedIn.
Send an email to your audience sharing with them your newest article.
Email people who have shared similar content and ask them to share it.
Put money into Facebook Ads or Google Ads to promote your article.
Link to your newest blog in some of your other blog posts.
This list can go on and on. The point is that you cannot just post it and hope millions find your content without a bit of promotion.
#9 Not being consistent with your content
This rule applies to all content marketing tactics and strategies.
The fact is, you need to be consistent. Like anything in life, consistency leads to mastery, and on top of that, algorithms love consistency.
Facebook, Instagram, Google, LinkedIn and Youtube love consistency, and they will reward you for it.
When you become consistent, note how much your engagement and reach go up, and when you stop being consistent, watch how it drops.
Algorithms exist to make you want to post more and more, so they love seeing frequent and consistent posts.
Another reason to be consistent is that if you post once a week, that’s 52 pieces a year, which will beat anyone only posting two articles a year.
Consistency is vital.
#10 Not collaborating with others
Collaboration is one of the most used techniques when it comes to mastering YouTube.
Content creators know that there is no easier way to reach a bigger audience than to tap into someone else’s audience.
The best part? The benefit is mutual. Both parties win.
When it comes to blog marketing, it is the same thing. You need to build relationships with people in the industry and other content creators who talk about similar topics.
These newly built relationships can and will translate into collaborations like guest blogging, sharing content on each other's social media or newsletter, linking to one another, and many others.
The virtual world is just like everyday-business. You need to develop relationships, and whoever can build the best relationships will have a massive advantage over everyone else.
#11 Not repurposing your content
The best content marketers know this, but if you’ve already put so much thought and effort into a piece of content, why not transform it and repurpose it into other formats?
Let’s say you have a winning blog post that talks about ten ways to tie a tie. Here are some ideas on how you can repurpose this content (you can recreate the same content, just with a different format):
Create a video and post it on YouTube.
Design an infographic.
Transform your video into a podcast episode.
Transform your blog post into a lead magnet.
Reshare your video on Facebook, Instagram and other video platforms.
Create a newsletter talking about the same topic.
Print a brochure of your infographic and bring it to a conference.
Share your infographic to Pinterest.
Create an ebook if the blog post is long enough.
As you can see, there are so many ways to use already winning, engaging content into different pieces.
Who knows, maybe your YouTube video will go viral - and you spent no time researching your topic because you had already done so for your blog post.
Different channels will attract different types of people, and as we talked about earlier, this is just another way to get your content into as many eyes and ears as possible.
If you avoid all these mistakes above, you are well on your way to greatness!
Blog marketing, and content marketing, for that matter, are not going away any time soon, so if you’re a business trying to create an audience, this is the way to do it.
Following these steps will help you create a more engaged audience and a more loyal clientele and a profitable business.
Check out our content marketing and SEO services, and if you need help, let us know.
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