Digital marketing is a challenging business to master. It’s easy to make mistakes when it comes to complex strategies like search engine optimization (SEO), content marketing, and paid advertising. However, there is one aspect that is equally important and easily overlooked: blogging.
Blogging seems easy, but it’s not always easy – and far too many companies start it thinking that publishing a few pieces of content will bring in all the traffic and leads.
Writing blogs to increase organic traffic requires planning and dedication. In other words: It doesn’t work without a plan and it won’t bring immediate success. On the other hand, inbound marketing can lead to incredible sales growth for your business. Professional digital marketing agencies have a framework to follow and a commitment to making your business a success.
When creating quality content, keep in mind these common business blogging mistakes that can doom your blog and undermine your success. Here are six mistakes your agency should avoid if you want your business to thrive.
Your website does not have a blog
Remember, you want to market your website not only as a business, but also as a trusted industry leader. By publishing valuable, in-depth, and easily accessible blog content, you become a trusted voice. Additionally, each blog post is another indexed page for your website, and more indexed pages means your website appears higher in Google search results.
It’s not enough to just create a blog; it also needs to be interactive. To get answers, post questions in the comments section. Also include guest posts or interviews with researchers or successful professionals in your field. Use this blog post writing guide to create the most impactful posts every time.
Inconsistent post on your blog
Consistency is the key to blogging success. You’re sending a message to prospects when you only post occasionally or go through a period of high activity followed by months of radio silence. A lack of consistency can be interpreted in three ways:
- They don’t complete projects
- You quickly get bored and move on to the next shiny object
- You’re too busy or overwhelmed to keep up with a blog (which can lead a client to think you’re too busy for them).
The moral of the story is that if you want to run a blog, you should post regularly.
Choosing the wrong topics
All too often, agencies post about topics that are interesting to them but not to their target group. Instead of writing about yourself or your company, share information that answers your audience’s questions. Keyword research is a method for discovering relevant topics.
Encourage your team to share the most frequently asked questions during sales calls or meetings. Type a topic (relevant to your business) into the Google search bar and look for ideas in the “People Also Ask” section. Visit a site like Answer the Public, enter a query, and look at related keywords to get a wealth of information.
The key to choosing appropriate topics is to educate your audience by answering their questions using blogs. Experts in digital marketing agencies offer specialized SEO services to drive more traffic to your website.
Underutilized keyword research
Potential customers need to be able to find you online, so SEO is essential. Determine which keywords are most relevant, have high search volume, and are relatively easy to rank for. Then track where you rank for each keyword, how much traffic you can get from each keyword, and whether visitors to that keyword are converting into leads.
Also read: Steps you can take to improve your SEO ranking
Allowing content to become stale
Digital marketing tools and tactics are evolving rapidly. To be credible, you need to keep your content up to date. Allowing stale, outdated content on your website is a disservice to you and your audience.
Keeping your blog’s content up to date can seem like a daunting task if you’ve already written a lot of posts on it. However, these tips will help you keep the task manageable:
- Set aside time once a year to review content and ensure it is up to date.
- Examine your Google Analytics and prioritize updates to the most popular posts.
- Set a reminder for every new post you publish for one year from the publication date.
Inadequate website design
A digital marketing focused website should include a call to action and a well-optimized landing page. Any special offers or discounts should also be clearly displayed. You must have an informative and inviting website to convert visitors into fruitful leads.
About Reach First
Reach First is an Edmonton-based accredited digital marketing agency. Our team of highly qualified experts is committed to providing our clients with the best digital marketing services. We offer a variety of services including SEO and web development. Find out more about Reach First and our services here.
Do you need professional digital marketing solutions? Contact us today for more information.