Blogging Mistakes You're Making On Your Brand's Blog

Sarah Leung
June 15, 2015

If you have made the decision to start a blog for your brand, congratulations on a smart move. Blogging is a great way for brands to get customers acquainted with products and encourage them to do business with you. However, brands can sometimes make common blogging mistakes that lead to low or nonexistent traffic. Here are five ways your blog can take a wrong turn and what you can do to put it on the right course.

Blogging Mistakes You're Probably Making

1. Your blog does not deliver real, consistent value to readers.

Of all these blogging mistakes, this one is at the top. High-quality information that readers find valuable is the foundation of a successful blog. If you limit yourself to the odd press release or find yourself posting low quality images, don’t be surprised if readers ignore your efforts. Many businesses tend to focus on SEO––stuffing their blog posts with relevant “keywords” but sacrificing the quality of their content in the process. Using appropriate keywords in your posts is an important tactic to increase search visibility, but never rely on that tactic alone. Keyword planning should be a natural part of high-quality content creation that keeps readers coming back for more. Furthermore, once you have identified the types of topics that will deliver the most value to your readers (see next point), prepare an editorial calendar for publishing posts on a regular basis. While you do not necessarily need to publish a new post every day, it’s important to get on a schedule and post consistently.

2. You have not identified topics that are valuable to your readers.

First, decide who your audience is. Are you blogging for your end customers? Or the retail buyers who place wholesale orders? Are you blogging for both? Figuring out whom you’re writing for is a crucial step to starting a successful blog. If you already have a blog in place, see what types of posts inspire comments and questions. If readers raised some interesting points in comments to one of your posts, for example, use them as fodder for the topic of your next post. If you’re just starting your blog, brainstorm ideas. What are your readers really interested in? One topic suggestion to get you started? Product backstories. Retail buyers and end customers alike often want to feel that they are participating in a story when they make a purchase. For wholesale customers, these stories can help their own sales efforts in turn. Keep in mind thatany stories involving your business specifically (e.g. new hires or strategic decisions) need to be relevant for your customers. If they aren’t, don’t post them.

3. You are not presenting your content in a straightforward way.

Blog readers tend to consume information quickly and have short attention spans. Get to the point and make it clear. For starters, make sure you are using clearly worded titles for all of your blog posts. Lists, section headings, and liberal use of paragraph breaks are also greatly appreciated by readers.

4. You are not adding your own “personality” to posts.

Blog readers derive value not only from content you create, but also your point of view. For a real-life example, see BoostedBoards’ blog post on their opinions about skateboard design, as well as how they select electric skateboard parts and test them. (The post is also a good example of a product backstory, incidentally.) From that post alone, readers can get a feel for the amount of technical expertise behind the brand, and their dedication to “getting it right.”

5. You are not promoting your blog posts via social media, email, and other distribution channels.

You should not expect readers to remember to visit your blog to check for new content. You can, however, reasonably expect them to check their email and view social media platforms like LinkedIn or Facebook regularly. Make sure you are letting your readers know each time you publish a new post by announcing it on your social media platforms, and send email notifications to those readers who’ve agreed to receive email updates. Find other ways to distribute and “amplify” your content. Have great images? Pin them on Pinterest with a link to the post. You can also syndicate your blog posts on other sites. Remember, finally, that you will never go wrong by monitoring and responding to comments from your readers.  Ask for feedback early and often.