Let’s be honest—most business blogs suck. See, companies have been launching blogs for a few years now just because “it’s the thing to do.” Everyone else is doing it, so they do it too. Normally, they launch a blog that only a few people read and that offers no benefit to their company.
What’s so terrible about most business blogs? Business blogs that suck often:
- Bring nothing new to the table—If people can read the content you’re publishing on dozens of other blogs in your niche, why would they bother reading your blog? If you want to build a loyal base of readers, you need to provide people with content they can’t find anywhere else. That doesn’t mean that you can’t focus on topics others are writing about. It just means that you need to find fresh angles and offer unique insights.
- Write for the search engines first—Blogging is still a great tool for increasing your search engine presence, but if that’s the only reason you’re blogging, you’re doing it wrong. Optimizing your blog is smart, but if you’re only focused on writing posts for the search engines, you’re going to end up with a low quality blog that no one is passionate about reading.
- Try to be someone you’re not—There are a lot of great bloggers out there who have truly special voices. Some are funny and witty, others are tough and biting. There’s nothing wrong with taking inspiration from other bloggers, but if you try to mimic their style and be someone you’re not, it’s going to ring false with readers.
- Never take a stand on the issues—Stop playing it safe. This is your blog. People read it because they want to know what you think about certain topics. Don’t try to be on both sides of the fence at once. Tell your readers what you really think. Offer your opinions and back them up with research and facts. Don’t apologize for what you think. Be strong in your convictions, whether people like them or not.
- Let spammers take over the comments—Comment moderation is an important part of blogging. If you don’t clean up your comments, readers will be turned off by all of the spammy comments. Simply put, it makes your blog look unprofessional and unmaintained.
If you want your business blog to be successful, avoid the 5 mistakes above.