Is your company blog genuinely interesting? I’ve found that most company blogs aren’t, and this is often one of the biggest reasons companies fail at launching a content marketing initiative and gaining traction with SEO. Even if you have guest contributors and impressive stock images, your blog may be falling flat.
If your blog doesn’t evoke emotion, engagement, and sharing among your readers, all the highest-ranking keywords on the Internet couldn’t give it any spunk. It’s up to you and your company to revamp your blog and turn it into a resource that people not only want to read, but share – which will in turn boost your SEO.
Addressing the Problems
There are several common mistakes that amateur bloggers make, and just because you have a professional-looking blog doesn’t mean that you’re immune to them. One of the most frequent issues that bloggers have is their style of writing.
Often, complexity gets in the way of a compelling piece, according to CopyBlogger. Think of the type of language you use in your blog posts – is it easy to understand? Do readers have a hard time understanding the message you’re trying to convey?
Simplicity is the key to generating a following and capturing the interest of your audience. While you don’t need to dumb down your ideas, you should put effort into how you convey them.
One major issue I discussed in “Why Your Company Blog Shouldn’t Be About Your Company” is the subject matter of posts. In too many cases, I see company blogs that are all about themselves. While it’s a good idea to update readers and customers on company news and events, a blog that serves only that purpose is boring and unlikely to be very useful to new potential customers.
Another common problem is being too heavily focused on SEO. Creating posts for the sole purpose of boosting your search engine rankings will only decrease your conversion rate and repel potential customers. Instead, keep the focus on the message of your post as you write, and make your goal to please human readers; not search engine bots.