Company ABZ has decided to expand its digital presence and include a blog on its website. Perhaps they’re even reaching out through social media and have charged you with the content. Ensuring your company’s investment gets the returns they’re looking for is up to you. And it doesn’t matter if you’re a company employee or contractor, creating high-quality, original content is just one of the things you should keep top of mind. Pay special attention to what not to do as well. Here are 12 mistakes writers often make with company blog posts:
Lack of strategy. You’re not just a writer. You are a direct connection between a company and its customers. This is a valuable role for any company so be sure to know exactly what is expected of the blog and its writer.
Your voice is off-key. You may not be performing at The Metropolitan Opera, but be sure your voice is the external voice of the company. Study the company’s editorial guide, read the website and browse any collateral you may have to ensure you blend. Are you using active verbs or passive? Are you accurately describing the product you’re featuring this week? Is your audience Baby Boomers or Millennials? These are just a few items to consider when writing.
Not communicating with the SEO. The whole point of blogging is to increase a company’s search engine optimization. Failure to include SEO input in your blog renders your work worthless. Know the keywords and how often they change, and understand the marketing strategy or the sales cycle for the products or services being featured.
Failure to plan, then plan some more. Know the release dates of products. Strategize through busy seasons. Know the ebbs and flows of the business. Then plan the blog schedule accordingly.
Not updating your blog often enough. Depending on the company strategy, staying top of mind requires you to be in front of your audience. Whether that means fresh content every day or every week depends on your business. This frequency could tie directly into the marketing strategy and sales cycles.
Repeating what’s already been said. Your job as a company blogger isn’t to lather, rinse, and repeat. It’s to provide a unique perspective. Repeating content already on the site won’t help your SEO strategy, but pulling certain keywords will.
Driving customers away. Before linking to an external website, determine if it can be found on your company website. If it can’t, should it be added?
Linking to broken pages. Blogs may live forever, but not all web pages do. Communicate regularly with the company web team and know how, when, and why the remove pages, and link accordingly. Understanding their jobs will help you do yours better.
Not engaging your audience. Blogging opens two-way communication with your customers. End your blogs with an open ended question. Get customer feedback on your company’s products or services. It’s the best free market analysis you could ever ask for.
Failure to follow up on customers’ comments. Including customer feedback in your blogs is key, but communicating with customer sentiment is even more important. Follow-up can help you get to the heart of what may drive a consumer to post their thoughts, whether positive or negative. Manage that sentiment, and manage it timely.
Lack of current events. Writers need to stay on top of current events, whether its news, market crashes, trends, technological developments, or competitors. Tying these news items into your blog will help your customers know your content is fresh and will engage them even more.
Not having any fun. Get creative and visualize how your copy is a key factor in how a customer views the company. You are the one making that contact—have fun with it!
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