Being adaptive is one of the keys to success in the world of online businesses.
Running a blog is no exception, especially now that it has become one of the most effective and reliable marketing tools.
In anything in life, progress comes in two ways: improve something, or eliminate another that could be holding you back. In this article, you will learn how to do both for your blog. And without further ado, here are the top 5 costly blunders that could put your blog website in danger:
Related Article: Do More With Less: Increase Your Blogging Productivity
1. The Absence of a Content Strategy
Your content is the main building blocks for every online marketing campaign. By now, every marketer or blogger knows that quality and frequency are crucial, but those are just part of a sound content strategy.
First of all, the lack of well-defined goals can make it difficult for you to measure your progress. This is a bad practice that permeates in most facets of online marketing, including audience targeting, content promotion, and coming up with blog topics.
A lot of bloggers have a habit of coming up with topics on the fly or without an overarching direction. True, you may still generate decent revenue and garner leads along the way. But if you rely too much in this content practice, your blog will eventually appear like a generic news website with nothing new to offer.
Fix: The first thing you need to look at is your target audience. What specific information are they looking for? What are their problems? Why would they go to your site for help? How would you rate their level of expertise? Answering these questions will help you determine the appropriate tone, preferred content type, and the topics they would be interested in.
In addition to fully understanding your audience, you should always have a key “goal” as to why you write your blogs. For most bloggers, it’s all about educating, which is a good place to start. If you want to further segregate yourself from the rest of the blogging community, try something like specializing on the blunders, comparisons, writing case studies, and so on. Of course, you don’t always have to stick to one.
2. The Lack of a Clear Message
A lot of bloggers often neglect the importance of having a single, clear message with every new blog post. This may be due to several mistakes. One of which is the lack of evident structure in a particular blog post. Will this be a list article? Are you going to make a comparison? Or will you write an old-fashioned long-scrolling wall of text? What exactly is the focus of this article?
Maintaining engagement is never an easy thing to do as a blogger. It is easy to get lost in one train of thought and stray from the original outline. And when this happens, you risk boring or confusing your audience.
Providing a clear message on all your marketing campaign is part of effective communication. The clearer you are with your message, the more chances your audience will convert into clients or customers. Corollary, an unclear or convoluted message will turn off your visitors. Below is an infographic at 24 Hour Translation Service that illustrates this point:
Related Article: Master the Art of Blogging With Science
Here’s the hard truth: very few bloggers ever pull off having a single article that has multiple structures or topics. Most of the time, they also incorporate different content types that has a single, discernible flow. You can observe highly successful bloggers like Neil Patel who writes “epic” content with a ton of information, which probably took countless hours of research and writing.
Fix: A good practice is to be as specific as you can with every blog topic. Try not to use broad topics and be as specific from the title to the conclusion. If there are closely-related topics you may want to discuss, consider writing a different article and adding a contextual link to that post instead.
As a blogger, you should also check if your post reads well and makes sense from start to finish. See if every content element you include, like pictures, videos, or infographics, make sense for the flow of your article.
3. The Lack of Promotion for Newly-Published Posts
Sometimes, bloggers feel like they no longer have the time to promote their own blog posts. Seriously – what’s the point of writing something online if you’re not going to make an effort to get people to read it?
A lot of independent bloggers rely too much on Search Engine Optimization (SEO) for traffic while overlooking the importance of other lead generation channels like social media and email lists. True -- providing constant content for your blog may be good for SEO, but without developing a promotion strategy, you may never reap the full benefits of writing your blog, no matter how well you write.
Fix: With the market’s arsenal of automation software today, there is no reason left to not have a great content promotion strategy. It’s all about time management and research. A good option would be to consider marketing platforms like Hubspot or automation tools like Zapier. Of course, you should also consider launching social media ads, email marketing, or a remarketing campaign to get more traffic to your site.
4. Not Reaching Out to Other Bloggers
Why focus solely on your own blogging reach, when you can leverage the reach of fellow bloggers who have more established leads? A current trend in online marketing is blogger outreach and influencer marketing. In simple terms, these mean leveraging the reputation and marketing reach of a brand or person to promote your own content. It’s also a great opportunity to surround yourself with like-minded professionals and grow your network.
Without incorporating blogger outreach in your promotion strategy, you will miss out on this opportunity to exponentially expand your reach and be left behind in the competition.
Fix: Successful blogger outreach takes more than just emails and guest-posting between other bloggers. Today, there are several new platforms where you can launch your blogger outreach/influencer marketing campaign like Triberr. Take advantage of them to empower your influencer marketing effort.
5. Not Tracking and Measuring your Blog Post Performance
Going back to the beginning of this article – success in anything online marketing requires being adaptive. This requires constant optimization in anything that can be improved. And for this purpose, you will need the help of analytics tools that will point you in the right direction.
Related Article: Why Every Business Should be Blogging
Fix: Remember that every single detail of a blog can make the difference between success and failure. A high bounce rate can be due to a simple layout problem, a bad post structure, and so on. First, you can observe visitor behavior using heatmaps and determine which on-page elements work and which do not. Of course, you shouldn’t forget about Google Analytics to determine the performance of individual pages in your blog.