Alanna Jackson is a founding partner at Jackson Marketing, Inc., a marketing firm located in Dunedin, Florida. In addition to her work at Jackson Marketing, Alanna is a co-host of The B2B Mix Show podcast. You can follow Alanna on Twitter at @alanna_jax and connect with her on LinkedIn.

If you’re looking for a way to connect with your customers, increase site traffic, and promote your business to new prospects, then a business blog is a great route to take.  All you need to do is write a blog on a regular basis.  Write about your business and the benefit it can offbusiness blog, content marketing, bloger to your target audience as well as share other helpful tips and your take on news or advances that affect your industry.  If thinking about setting up a blog scares you because you don’t know HTML, don’t panic!  There are easy-to-use blog platforms, like WordPress, that make a blog really easy to implement.  Before you get started, keep in mind the below common blogging mistakes to avoid.

Weird Design & Layout

You may have the next greatest thing since the cell phone, but if your presentation isn’t up to par, then chances are that no one will read it.  It’s important to have a professional and user-friendly site.  Also, make sure to create a blog atmosphere that is geared to your target audience.  There are multiple templates available to help you create a nice and professional blog layout.  You can also check out other websites in your industry to get some ideas.  Just remember not to make it too “out there” or confusing; otherwise, you may not get the readers you’re hoping for.  If you have the budget, you may want to consider a blog that is designed specifically to your website and brand look and feel.

Making it the Main Attraction

Your business blog should not be the main attraction.  Your business website should play the leading role and your blog should be the supporting actor.  Keep in mind that the purpose of the blog is to draw traffic and set you up to be a subject matter expert in your field.  It can be easy to get carried away and turn your whole site into a blog, but it’s important to let each play their part.

Straying from the Point

Don’t get lost in irrelevant topics.  Keep focused on your goal and your readers.  The voice and message should remain consistent and the content should be a benefit to your audience.

Me, Myself, and I

Make sure not to make your blog all about you.  It’s important to show your personality in your writing, but also make sure to stay on track with the purpose of the blog…your business.  If you’re constantly writing about yourself, then your readers will get tired of your blog.  The same goes for writing only about your business in an overtly “salesy” or promotional way. Your readers come to you for relevant information, tips, advice, industry news, etc…  So, don’t make it all about you – make it about them and the solutions you can bring them.

Not Telling Everybody

If you have a business blog, then you don’t want to keep it to yourself.  It’s important for you to promote it.  Make sure to share your blog on multiple social media platforms and any other form of communication you may have set up like a newsletter.  If you’re not promoting your business blog, then there’s not much of a reason to have one.

Blog Neglect

Your blog is an extension of your business and requires regular attention.  If you’re not able to keep new content updated on your blog, then it may not be for you.  Your readers look to you as an expert in your industry and go to your blog to read about the advice and knowledge you have to offer.  If you are not able to provide regular content, then there’s no reason for your readers to return and your readers may start to not think of you as a subject matter expert.

Not Monitoring Comments

A blog is meant to be a conversation.  Its purpose is to be a dialogue between you and your customers.  You should set up your comments so that they must be approved; otherwise, you will get a lot of spam comments and your readers are not interested in sifting through a lot of nonsense.  So, that means you will need to monitor your comments regularly to find legit comments and allow them to be shown on the blog.  Make sure to respond to comments as well so that your readers know you appreciate them.

Once you’ve got your business blog set up and running, you can outsource the writing if you do not have the time to write regularly and you can also invite others to guest blog.  You can also have others in the company write blogs.  It doesn’t all have to be done by one person.  You don’t want to get burned out and then the blog die out . . . so make it a team effort!

Need help with your content marketing?  Contact Jackson Marketing Services.


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