It’s a new year and while some have committed to a few shaky resolutions to enhance their lives (Jazzercise more, spend quality time with family, learn a Star Trek language), the beginning of 2016 offers the opportunity to be a better blogger as well.
Now is the perfect time to assess how last year’s blogging efforts can be improved and take measures to avoid some common pitfalls that make your posts less likely to be read and shared.
Here are 5 blogging mistakes that were common in 2015, and how you can avoid them.
1. Not Augmenting Your Content
You’ve got a great idea and the perfect person on your staff to blog about it. Once you’ve finally got that incredible and timely blog post ready to publish, don’t forget to do a spot check for the little things that will help to boost readership and shareability. For example, you could always highlight a great quote from the post and include a "Tweet This!" button to encourage shares.
2. Forgetting Your Buyer Persona
Marketing your content to the wrong people with the wrong tone is like riding a stationary bike to the store for ice cream: an exercise in futility. While a stellar post will probably still glean some interest, even if it is misdirected, it’s unlikely to reach the people it’s ought to resonate with the most. The start of the year is a good time to review and update your buyer personas (for your company and those of your clients), so you can write more focused, memorable posts.
3. Flogging Stale Material
If a topic didn’t work well for you before, find a better way to use it to create a new discussion. Everyone’s seen the same tired headlines like “Tips for Improving Your Business.” Your job is to provide more interesting, more engaging, and industry-specific tips that will appeal to your readership and that of your clients.
4. Inconsistent Scheduling
Posting too often can be as bad as posting too rarely. On one hand, inundating people with posts can seem desperate or disrespectful, and an annoyed reader is one more likely to block your updates or ignore your content. On the other hand, updating infrequently won’t generate a consistent stream of interest. The best solution is not to post too much or too little, but to post consistently. When you set a schedule—whether once, twice, or several times a day—stick to it.
5. Un-Social Media
Even a great blog doesn’t gain any traction without social sharing. Publishing your blog solely to your website limits the number of people who’ll find and read it. Remember, not everyone has your site bookmarked. The majority of discussions surrounding your content take place on social media.
The conversation has shifted away from the comments section, and you should be sure to shift with it. Include social account links and sharing buttons on all of your posts, and be sure to monitor who’s discussing your content and engage with them directly.
Now that we're a few weeks into 2016, things have calmed down a bit and we're finally taking the time to make our company resolutions for 2016. This year, we’re resolving to create more content that our clients love, and—hopefully—move into a bigger office. We’ve had our eye on an indoor trampoline for a while now and need the space (clearly). Follow us on Facebook and Twitter to learn more about what we’re doing and writing.