Whether you are managing a blog or have hired a firm for professional blog writing services, you are going to need to make sure that certain guidelines are met. A company blog is going to look a lot different than the blog you set up on WordPress to talk about your favorite movies. Here are 10 mistakes to avoid when maintaining a company blog.
1. An Unprofessional Tone
A professional blog should sound like a professional is writing it. This means there should not be any unsubstantiated opinions or personal shots taken at anyone. Build your own company up instead of trying to tear down a competitor. For example, you should write about how you have a price match guarantee as opposed to saying that other companies artificially lower prices in an effort to undermine the competition.
2. Not Giving Credit Where It Is Due
Always make sure to cite sources and give shout-outs to anyone who has given you information, or if you are taking information from another site. There is nothing worse for a professional image than to appear as if the blog is stealing work from others.
3. Not Posting Regularly
Having a consistent blogging schedule is important. The posts don’t all have to be 500 words or more, but they should be updated at least once a week with some tidbit of information. If there is nothing to read, why would a reader want to stop by?
4. Alienating Readers
This means that you should be interacting with your readers. Respond to comments and take the time to acknowledge that they are there. These other readers could be customers or those who are influential in the industry, so talk to them!
5. Too Much Emphasis Placed On Keywords
Keywords are a staple of SEO, or Search Engine Optimization. Effective use of keywords can make it easier for readers to find your blog, but the text still needs to sound natural. Keyword stuffing is only going to get the blog read by fewer people.
Spinning an article refers to writing one text and then having a software program alter certain words or phrases. The big drawback is that it is obvious that a text has been spun because it makes no sense whatsoever. It will take a phrase like “I had eggs for breakfast, they were good” and turn it into “Good eggs, breakfast had they I” or similar gibberish. Don’t use this on a professional blog.
7. Link Spam
Putting a few links to related posts is fine, but don’t constantly bombard readers with links to your articles, or place a million links at the bottom of the post. Readers won’t like this tactic and it will make the blog look too promotional.
8. Misleading Anchor Text
Anchor text refers to the text that is bolded and usually links to another site. For example, a blogger could write “The Buffalo Bills won yesterday.” If a blog writer linked that text, it would show up bold and you could click on the text to take you to a link. It would be one thing to link to the Buffalo Bills home page, or to a recap of the game yesterday, but it would be lying if it was a link to a money making site, or some other promotional gig.
9. Creating Dull Titles
Just like any other type of writing, you need to blog with a purpose. A headline that cannot do this will not excite and encourage a reader to click on the blog post. For example a title like “XYZ Corp. Discovers The Cure For Aging” would be an enticing headline. The post might be a new cream that merely makes skin look younger, but it isn’t outright lying. Headlines are supposed to be creative and not always literal.
10. Not Using Social Media To Promote The Blog
While you don’t want to get spammy with your promotion, it is OK to send out links to Twitter and use pinging services to tell your readers, and search engines, that you have a new post and that it should be checked out. Failure to promote a blog is not a good way to grow the reader base.
Blogging is a great way to promote a product or service, or sometimes even an individual. If you are ever tasked with overseeing a professional blog, take the above advice to heart and avoid making these key mistakes. Your readers and your boss will appreciate it.
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