The Key To Successful Content Marketing & 5 Mistakes You Should Avoid
A professional corporate blog with the right content is important for your business. But here – as in so many other areas of marketing – a few pitfalls are lurking. The key is to identify and eliminate them.
Read more about the most common mistakes on corporate blogs in the article from our digital marketing experts.
You Are Not Focusing On Relevant Keywords
The purpose of your blog is to attract people to your company: you write a post about a topic – and a prospective customer finds your post, and thus your company, in the search results. The theme of the topic is not important – you can write a topic about establishing an online casino or your own law company, the main principle stays the same.
However, the first corporate blog mistake already lurks here: you write about topics and use keywords that you think would be interesting. However, this does not always overlap 1:1 with the topics that are relevant for your target group. To avoid this mistake on your corporate blog, be sure to conduct keyword research in advance. This will help you quickly find out which keywords your potential customers are searching for – and how often.
You then align your blog posts with the relevant keywords, one post per keyword. This is how you will then also be found via Google.
You Forget About Storytelling
Storytelling – you’ve probably heard about it a time or two. Storytelling can be compared to a classic hero story. Your reader is the hero who faces a problem. You are the wise mentor who helps the hero with his know-how to reach the goal of his heroic journey.
Texts For Your Corporate Blog Are Too Short Or Too Long
Speaking of “lengthy,” verbosity is also a common source of error on corporate blogs. Here, you should find the balanced middle between short five-liners and long 5000-word texts. A text that is too long quickly becomes exhausting.
Your texts should settle at around 1000-1500 words. However, if you have so much to say, spread the content over two to three posts. It will also keep the reader interested.
You Don’t Sprinkle Content For Your Corporate Blog
Your post contains appropriate keywords, is published, and supplemented with a lead magnet. Yet it ekes out a sad existence on your blog – because no one knows you have published anything new! Very few people check your blog regularly to see if anything has happened there. Until your post shows up in the search engine rankings, it can take a while.
Therefore, you should give it notoriety in another way. Simply post a short message with a link to the blog post on your social media networks: Twitter, LinkedIn, Instagram, Facebook, etc. Feel free to promote these posts as well to reach even more prospects.
Also, when you publish a new post, tease your newsletter subscribers with an exciting email that directs them directly to the blog post.
A Corporate Blog Doesn’t Show The Philosophy Of Your Business
Do your blog posts reflect your company? Or are they more like fact-based Wikipedia articles? Let’s face it: companies are much more likable when they show that real people are behind them. So, when writing, don’t hide the “personality” of your business behind stiff, factual phrases.
Instead, be relaxed and entertaining, and let a little humour flow in. But be careful. For all your personality, you should still maintain professionalism. After all, you want to position yourself first and foremost as a trustworthy expert.
And that brings us to the end of our article on popular corporate blog mistakes. How many of these have you discovered in your corporate blog or committed yourself?