There's a lot of great advice on how to do business blogging well, why it should be done, and what great business blogging can accomplish. There's also a lot of advice on the biggest and most common business blogging mistakes. However, there's not a whole lot that puts the two together, that actually shows you how to fix those mistakes and to go from blogging horribly to blogging well. Here are three wrong ways to do business blogging, and how to do it right:
Writing Articles that are Too Short
Search engines LOVE content that is of quality and is of value to the reader. Although it's possible, most of the time it is very difficult to accomplish both in a short post. Yet, many businesses still publish 200, 300-word posts regularly and expect that to be enough to provide value and benefit to the reader. Sometimes, it can, depending on the subject matter. However, most of the time, it doesn't because there isn't enough there to engage the reader and to provide enough information about the subject matter to ensure that the reader will come away with something valuable and beneficial.
The Fix: Shoot for 600-800 words. It allows you to go more in-depth on a topic and to be more comprehensive. This benchmark is also what Google recommends for blog posts, so that's another thing to keep in mind.
Publishing Inconsistently or Infrequently
Granted, our business blogging service case study involves publishing twice a month, but it also took two whole years to get the results that we did. Part of the reason why we got the results that we did was because we stuck to that schedule for two years, offering a sense of security and reliability to our audience, while writing content that is comprehensive and of value to our audience.
In business blogging, you need to publish frequently and to publish consistently. The schedule can't change from three times a week, to three times a month, to once a week, and then once a day. To your audience, that's not reliable. It's also not reliable for you to publish once a month or every other month and to do that consistently. That's not enough to retain an audience, as it's not enough to keep people coming back. You could be writing great posts, but if you're not writing these great posts consistently and frequently, then those great posts aren't going to get you anywhere.
And while we're talking about this, don't EVER post the "Sorry we haven't blogged in a while" post. No one cares, especially if you're only blogging to get something up because you haven't blogged in a while. When you publish an article, make sure that you have something to say.
The Fix: Find a schedule and stick to it. As stated, if twice a month is all you can do, then do that. If you can write more often, then do that consistently, as you'll see results and a return on your effort much, much sooner.
Writing Only About Yourself
Some businesses think that because it's their business blog, that it needs to be all about them, mentioning the company in every blog post and writing specifically about the company and/or its products and services. This is the wrong way of thinking, and this should be done on the rarest of occasions. Your business blog is the one place on your website that's for your potential customers. You need to make it that way, and writing about yourself doesn't accomplish that.
The Fix: A good way to change direction on this is to write down all the questions that customers typically ask, and all the questions that customers have ever asked. Then, write a post answering each question. This is a great way to start building a business blog that offers value and benefit to your audience and your potential customers.