Don’t Do This with Your Blog Content

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Though it may be a bit circular to say on a blog, I love blogging.

It’s a great way to drive traffic, generate leads, demonstrate expertise and share information that is of interest to your customers. It does take some time and effort to do it right and we’ve posted about this quite a few times.

Today, I want to take the opposite angle. Rather than look at what to do, I want to look at what you should never do with your blog content.

7 Mistakes To Avoid In Your Blog Content

  • Don’t be a blogvertiser. This is a sure way to drive people away. Fundamentally, blog content needs to be informative rather thanpromotional. No one’s going to want to read your blog if it’s a nonstop stream of sales pitches. When you’re thinking up blog content, focus on posts that will be useful to your readers.
  • Don’t become a linkohaulic. Linking to other peoples’ content is very good every now and then, but the primary focus of your blog should be your own original content. Don’t get addicted to sharing other people’s posts. If you can add some context to an existing story or post, that’s OK. But try to be as original as possible.
  • Don’t be a photophobe. Graphics and images should absolutely be a part of your blog. Pictures make blog posts more inviting and also break up your text to keep it from becoming a wall of words. You can skimp on pictures if you’ve got a creative writing or literature blog. But for most businesses, think visually before hitting “publish.”
  • Don’t be stiff. Every successful blog shows some level of character and personality. Don’t write like you’re producing a textbook or a research article, even if it is a business blog (like this one). Never be afraid to insert some of your own personality. Blogs are expected to be a bit informal and should feel like a conversation.
  • Don’t be longwinded. Blog content should be generally short and to the point. Posts are read quickly and should be easily digestible. For a business blog, try to keep posts under 800 words and it’s better to stay in the 400-600 word range. If you’re exploring a topic that needs more space than that, consider breaking it up into a series of posts.
  • Don’t try to hit too many targets. You may have products that appeal to all people aged 10 to 100, but that doesn’t mean you should try to target them all in the same blog. If your audiences are so varied that what appeals to one group will turn off the other, you’ll need to break your content into separate blogs. Try to keep each blog tightly focused.
  • Don’t be inconsistent. A regular posting schedule is one of the marks of a professional blog. Decide early on how often you want to update your blog and stick to it. Don’t change that schedule without good reason, and never let yourself go for long periods without updating.

None of these seven mistakes is particularly hard to avoid. You’ve just got to be aware of them. Write interesting, original blog content that helps your audience, keep it visually appealing and easy to consume, and publish with focus and consistency. Oh, and remember to have some fun.

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