Solution: Create blog posts that meet the goals of your business. Your blog is about solving problems for your audience and ultimately growing your business. So all the ideas in your blog articles should help you achieve these growth goals. They should have natural links to the issues in your industry and answer specific questions and concerns from your prospects.
Need help determining what these goals are and how to solve them? Discuss with your manager the company's objectives, then schedule a meeting with a sales team member to find out about the most frequently asked questions. After both meetings, you need to know what goals you need to reach and have ideas on how to reach them.
Error 2: Your writing is too hard.
Writing a blog article is much different than writing an article. . But when bloggers start, they usually have only experience with it. The problem? The writing style of an article is and not the style of writing that people like to read.
Let's be honest: most people who see your message will not read everything. If you want to keep them interested, you must make them keep reading by writing in an easy-to-read style.
Solution: Write as you speak.
in fact, we encourage it. The more accessible your writing is, the more people will like to read it. People want to have the impression of doing business with real people, not with robots.
So release your handwriting. Throw in the contractions. Get rid of jargon. Play a word game or two. That's how people talk – and that's what real people like to read.
Mistake 3: You think you interests you as a writer.
It sounds hard, but it's the truth: When people start blogging for the first time, they think their audience will inherently be interested in their stories and to their interests … but that is not the case. As a person, it's not a sudden: it's just that when you're new, no one is interested in you and your experiences. People care a lot about what you can teach them.
Solution: Show your personality; do not say it
Although people do not really care that it is that you write you can breathe some of your personality into your writing so that they feel more at home. Comfortable with you. How you do this is entirely up to you. Some people like to make jokes, others like to make references to pop culture, and still others have living descriptions.
Corey Wainwright, content director at HubSpot, is particularly knowledgeable. Here is an example of the introduction to one of his articles:
To instill personality in your writing, try to familiarize yourself with your readers. the subject you are writing about – then write to the first person as if you were spending time with them and discussing it. Make your tone personal, accessible and engaging, as you would in a face-to-face conversation.
Mistake 4: You digress.
Although you are encouraged to let your personality show through in your writings, do not abuse the privilege. It's one thing to be yourself in the subject you cover, but it's another thing to do too much personal experience that hides the point you're trying to make.
Do not digress into these personal anecdotes and analogies a lot – your readers are not sitting in front of you, which means you can not guarantee that you have their full attention. They can (and will) bounce off your article if they lose patience.
Solution: Make your point again and again.
To prevent your writing from losing its audience, rephrase your argument in each section of the article. The best blog posts engage in a global message and then spread it over and over again, from beginning to end.
If you are writing about the amount of water a potted plant requires, for example, spend three paragraphs telling how you got home after spending two weeks on vacation. This story offers real evidence of what you said, but what does represent ? Some plants can not do without water for more than 14 days.
Mistake 5: Your subjects are too broad.
When people start blogging, they usually want to write about very big topics like:
- "How to Make Social Media Marketing"
- "Best Business Practices"
- "How to win from the". Money on the Internet "
Topics like these are far too vast. As there are so many details and nuances in these topics, it is really difficult to answer these questions. In addition, more specific topics tend to attract smaller and more targeted audiences, who tend to be of higher quality and more likely to become prospects and customers.
So, to get the most out of blogging,
Solution: Start with a very specific job title.
It is essential to define really specific blog topics to eliminate your first messages from the park. Let us help you think with our generator of blog ideas. This tool allows you to enter the basic terms that you want to cover and then produces five examples of blog titles that are compatible with business blogs.
Keep in mind that a work title is not definitive. can use to keep your writing on track. Once you have defined this stage of the ideation process, it is much easier to write your blog articles.
Mistake 6: Your writing is a brain dump
Sometimes when I have a good idea, just trying to sit down and let it out of me. But what I get is usually an undercover blog post.
Why? The style of consciousness writing is not really a good style for blog articles. Most users will analyze articles in your blog and will not read them. For that, it must be very well organized.
Workaround: Use a specific publication type, create an outline, and use headers.
The first thing to do is to choose which type of the blog post you are going to write. Is it a post-comment? A post based on a list? An organized collection station? A SlideShare presentation? To get help on this, download our free templates to create five different types of blog posts. Once you have a template, it will be easier for you to write your plan.
Writing an outline makes a big difference. If you put time in advance to organize your thoughts and create a logical flow in your message, the rest becomes easy – you just fill in the blanks.
with a list of the best recipes you want your readers to receive from your message. Then divide these recipes into larger section headers. When you insert a section header in each paragraph, your article becomes easier to read. (And what's more, the header text with keywords is good for SEO.) When you finally get to write, all you have to do is complete these sections.
Error 7: You are not using data. 19659021] Let's say I write an article on why companies should consider using Instagram for marketing. When I present this argument, which is more convincing?
- "It seems that more and more people are using Instagram today."
- "The Instagram user base is growing much faster than the use of social networks in the US, growing by 15.1% this year, compared with just 3.1% for the whole sector of social networks. "
The second, of course. Arguments and claims are much more convincing when they are related to data and research. As marketers, we should not just convince people to be with us on a problem – we must convince them to take action.
Solution: Use data and research to save the claims you make in your publications.
In any good story, you will offer a main argumentation, establish the proof, and then end with a delivery to the public. You can use data in blog posts to present your main argument and explain why it is relevant to your readers, or to prove it throughout the document.
Here are some examples of interesting data:
- HubSpot Research
- Pew Research Center
- HubSpot's Report on
Error 8: Your content borders on plagiarism.
Plagiarism did not work in school and certainly does not work on your company's blog. But for some reason, many novice bloggers think that they can get away with the old copy-and-paste technique.
You can not. Publishers and readers can usually tell when something has been copied elsewhere. Your voice does not sound suddenly like you, or maybe there are some words that are misused.
Moreover, if you are surprised to steal other people's content, your site could be penalized by Google, which could be a blow to the organic growth of your company's blog.
Solution: Cite them from the ideas of others.
Instead, take a few minutes to figure out how to cite the content of other people in your blog posts. It's not super complicated, but it's an essential thing to learn when you start.
Mistake 9: You think you have finished writing once completed.
Most people make the mistake of not editing their writing. It seemed so fluid in their head when they wrote that must be awesome to read … no?
No – we still have to edit it. And maybe a lot.
Solution: Take 30 minutes to edit your message.
Everyone has to change their writing, even the most experienced ones. Most of the time, our first drafts are not very good. So, take the time you need to finalize your message. Correct typos, phrases, and accidental mistakes. Make sure your story flows as well as in your overview.
To help you remember all the little things to check before publishing, check out our checklist to edit and re-read a blog post.
try to make every post perfect.
I hate to tell you, but your blog post will never be perfect. Ever.
There will still be to improve the quality of your messages. More pictures Best phrasing. Wittier jokes. The best writers I know know when to stop being obsessed and just press "publish".
Solution: At some point, publish it.
"- And you're never going to ever achieve" perfect "anyway, so even if you do not want to publish an article full of factual inaccuracies and grammatical errors, it does not even matter. is not the end of the world if you miss a typo, this will probably not affect the number of views and tracks it brings.
Also, if you (or your readers) find the mistake, you just need to update the publication No big So, give yourself a break from time to time – perfect is the enemy of the fact.
Mistake 11: You do not blog not regularly.
You've probably heard that the more you blog, the more traffic you'll get on your website – and the more subscribers and leads you'll generate from your posts. important that the volume be, it is actually more important that you blog steadily at the beginning. If you publish five articles in a week, then only one or two in the next few weeks, it will be difficult to create a consistent habit. And inconsistencies could really upset your subscribers.
Instead, it's companies that are committed to regularly publishing quality content on their blogs, which tend to reap the best benefits in terms of traffic and leads.
To help you establish consistency, you will need a more concrete planning strategy.
Solution: Blog regularly with the help of an editorial calendar.
Use it to make it a habit to schedule your publish topics in advance, publish articles consistently and even schedule publications in advance if you find yourself in a week particularly productive.
Here at HubSpot, we usually use Google's good old calendar as a blog writing calendar. You can learn how to configure step by step here. You can also click here to download our free editorial calendar templates for Excel, Google Sheets, and Google Calendar, along with instructions for setting them up.
Error 12: You focus your analysis on immediate traffic.
Both novice bloggers and advanced bloggers are guilty of this blogging mistake. If you focus your analysis on instant traffic (email subscriber traffic, RSS feeds, and social shares), it will be difficult to prove the lasting value of your blog. After all, the half-life of these sources is very short – usually a day or two.
When marketers who start their professional blog find that their blog does not generate new traffic after a few days, many of them are frustrated. They think that their blog is failing and they end up giving up prematurely.
Solution: Focus on the long-term benefits of organic traffic.
Instead of focusing on the sudden decline in the cumulative potential of organic traffic. Over time, with enough time traffic from the third day after a single blog will overshadow that big peak on days one and two through organic search in the search engine results pages. All you have to do is give him some time.
To help you manage this traffic over the long term, make sure that you regularly write articles of lasting relevance. These publications are called "evergreen" blog posts: they are relevant year after year with little or no maintenance, value and quality.
Over time, be responsible for a large percentage of your blog traffic. It all starts with a slight shift in perspective from daily traffic to aggregated traffic so you can fully reframe your blog and its return on investment.
Mistake 13: You do not make your subscribers fatter.
it is easy to forget that blogs are not just about getting new visitors to your blog. One of the main advantages of blogging is that it helps you regularly develop a mailing list of subscribers with whom you can share your new content. Each time you post a new blog post, your subscribers will give you the initial boost, which in turn will promote the long-term success of these articles.
The Key to Achieving Significant Business Results, and Potentially Customers) It all starts with growing subscribers.
Solution: Add a CTA subscription to your blog and create an electronic newsletter.
First, use your e-mail marketing tool to set up a welcome e-mail for new subscribers. as a regular email that attracts your most recent blog posts. (HubSpot customers: You can use the HubSpot messaging tool to easily configure these e-mail shipments, as well as set up a welcome e-mail for new subscribers.)
Next, add subscription CTAs to your blog on your website) so that people can easily participate. These CTAs should be simple e-mail registration forms, located at the top of your blog, above the fold. Regarding the location of these CTAs, we usually place our CTAs at the bottom of our tickets or we add a slide, which you can learn to use with the help of a free tool called Leadin. .
You can also create a landing page dedicated to subscribers that you can direct to other channels such as social media, other pages of your website, PPC or email. (For a list of simpler ways to attract subscribers, read this article, for more advanced ideas, read this one.)
Do not worry if you read this list and think about yourself Well, it's embarrassing … I've literally made each of these mistakes. Remember: I used the word "common" to describe these errors for a reason. The more you blog, the more you'll benefit – and you'll reap the benefits in terms of traffic and leads.
We hope you will use this list of errors to fuel the fire to intensify your blogging game. After all, the benefits of keeping a business blog up to date is worth it.