As blogging has developed over the years beyond a personal online forum to an effective and measurable business tool, so have the notions about how to get this blogging thing right. It’s often something businesses hear they should be doing, but either don’t understand why to do it or don’t have the right information to execute it.
To bring your blog up to a higher standard, and to begin using it as the powerful marketing instrument it can be, it’s important to understand the process. Along with the misconception that your blog serves as your company newsletter, there are several more important myths to knock out to keep you on the right track.
Myth #1: You can’t disclose your secrets.
By secrets, we mean your paths to success or the ways you are so good at what you do. The concept that sharing your process or tricks will give competitors a leg up or your prospects too much intel is fading, and fast. What isn’t going away is the desire for information. So, why write a blog? It’s not to simply say your business has a blog.
It’s truly a way to connect with your audience, be transparent about your business and provide educational and helpful information that positions you as an expert in your field.
Myth #2. Every post must be completely original.
What’s important to remember here is that blogging shouldn’t start to make your eye twitch. Of course, it’s important to keep your posts fresh, relevant, and if possible, unprecedented. There are no doubt hundreds or thousands of potential blog topics to write about in your industry.
But, the time can come when you feel like you’ve covered virtually every aspect of your business. That’s all right! This is the perfect time to look back at old blog posts, find ways to update the content, and re-publish the post with a whole new spin.
On the topic of overcoming the pressure to be a blog post generating machine, it never hurts to reflect on your blogging frequency. Whether you publish 12 posts or 4 posts a month, what remains constant is the importance of quality. In the end, it won’t matter if you crank out one blog post a day if the quality of your content starts to suffer.
Myth #3. You can just wing it.
Here’s the thing: Maintaining your business blog is not the most difficult thing to do, but it does require a strategy. By just winging it, even the best content you publish could be missing the mark, and wasting your time.
For content to shine and reach the right audience, there needs to be a plan in place behind the scenes. Are you adding in the right keywords? Is your blog title the right length? Did you remember your meta description? What about an original image?
If your head isn’t spinning yet, the list goes on. A marketing platform such as Hubspot is a great tool to automatically check the SEO status of your blog posts to make sure they're golden in the eyes of search engines before publishing.
Myth #4. You’re not a strong writer or you don’t know what to write about.
You might have seen the viral meme with the encouraging quote, “Trust me, you can dance. – Beer” Well, we’re here to tell you, “Trust us, you can write. – Content Marketing Folks”. While you might not think you’re cut out to be a blog content writer, it is possible, and might we suggest… pain-free.
Even if you stick to the basics, writing a business blog post about your industry is doable. What are some common questions your hear from your customers? What is a new trend that affects your business? What are some predictions you have for your industry? These are all easy staring points to get the ball rolling on a blog post.
While your company might choose to work with a content marketing partner for content development, there is always room for your team to contribute to blogging efforts. Who knows, somewhere deep down, you might find you have a knack for the written word.
How to keep your blogging on track:
Now that we’ve crossed off some top blogging myths, here are a few tips to put in action to grow your blogging efforts and better attract your audience through your content.
- Look to your industry (publications, competitors, social media) to learn about trends, issues and other notable information to adopt new themes for your blog posts.
- Seek out expert quotes from influencers in your field to add more credibility and increase interest in your content.
- Spice up blog posts and try something beside the norm by adding in attention-grabbing graphics or videos.
- Conduct thorough keyword research to improve your blogging SEO and be seen by who you are trying to reach.