Blogging is all the rage right now and if your business hasn’t joined in yet, then it’s time to start. A blog is a great way to up your content marketing strategy, get your content to your customers and to gain new leads.

But a lot of beginner bloggers make the same mistakes that mean their posts aren’t working as well they should. Here are some common blunders you should avoid at all costs:


1. Typos and bad writing

One of the worst thing you can do in your blog post is have typos. Nothing says ‘unprofessional’ like misspelled words and bad grammar. Spelling and grammatical errors make your post difficult and unpleasant to read and will instantly turn your potential customers off.

And it’s not just bad spelling or a misplaced apostrophe that can cause this. Writing that is unclear and messy will make a customer click the ‘back’ button faster than you can click your fingers.

But there’s an easy way to avoid this and it’s as simple as editing. Just taking the time to go through your blog post before you publish it, using a spellchecker and making sure it’s easy to read and understand will make all the difference.


2. Not using visuals

Research has shown that people are 80% more likely to read a piece of content if it contains coloured visuals. And people can remember 65% more of the information in your blog post if it has relevant images attached to it. Your reader is going to scan your post before they read it thoroughly and if it doesn’t appeal to them visually they probably won’t bother sticking around.

Using visuals stimulates the reader and makes the whole process much more enjoyable overall. You will hold their attention for longer and will be more likely to make them want to read more from you, and maybe even become a customer if they like what they see.


3. No CTA

Your call-to-action is one of the most important aspects of your blog. If you have no CTA then you are missing out on a vital opportunity to gain information on your readers and potentially turn them into leads.

If a reader likes what they read in your blog then it’s probable that they will want more. Having an option to download an e-book or some other kind of information means you are much more likely to turn the reader into a lead, and push then through the sales funnel on the way to becoming a qualified customer. Without a CTA, you only get a few clicks on your blog and a lost opportunity.


4. Too sales-y

Your blog is not a sales pitch. It’s there to give your reader information, to show you as a thought-leader in your field, not to sell your product. Filling your posts with product information and sales talk will only work to turn your customer away and find some other posts to read.

Something to note as well is to make sure you’re not filling your posts with too much sales jargon. If a reader is new to your blog, if they have just happened across it on social media and so are still in the very top of the sales funnel (if they’re in it at all), then you don’t want to alienate them with too much technical speak related to your company or industry. Keep your posts, especially the ones aimed at top of the funnel prospects, easy to read and understand.


5. Not engaging with your readers

One big mistake that a lot of bloggers make is not interacting with their readers. Responding to comments made and questions asked on your blog posts is a perfect way to build trust between you and your potential customers. It makes the reader feel special, so they will be more likely to visit your blog again and keep you in mind when it comes to actually looking at products.

Blogging is not a one-directional process. You need to engage with your readers and find out what they are thinking about your posts. As well as building relationships with people, it’s likely that you will find ideas for new posts by finding out what kind of questions people are asking.


6. Inconsistency

Not blogging consistently is a big mistake that a lot of bloggers are guilty of, especially when first starting out. If you post four blogs one week then only two the next, three the week after, and one the week after that, all you’re going to do is confuse your readers. It’s also bad for yourself as you’re not getting into the habit of blogging regularly.

The key to making sure that you’re posting regular content is to have a content calendar. This is a place where you can keep track of ideas and posts and plan when you’re going to publish them so that you always know what will be posted and when. There are many options online for content calendar templates, or you could come up with your own on an Excel spreadsheet.

Blogging should be a key part of your digital selling strategy. If it’s done wrong all you have is a lot of words on a page. Done right, however, and you can gain a lot of traffic to your website, a lot of customer information and a lot of potential leads. I know which I would prefer.


Rachel Casey

Posted by Rachel Casey

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