Having a blog is one of the most powerful and effective attraction tactics in digital marketing . A well-managed blog brings together the best of all worlds: it has elements of social interaction, offers valuable content to audiences and invites its visitors to consume the website to learn about the business’s product and service offering. Not bad for a platform. A blog facilitates conversation and enriches the relationship between brands and customers. In addition, it legitimizes the company as a true leader in its sector.
But for all that to happen, you first have to get readers. Brands should create blogs that contribute to the Cameroon Phone Number List and the community The first thing a company must do to achieve a successful blog is to shake off corporate language —example: “Dear buyer, we are delighted to have you on our blog and as a first step we want to share with you the mission and vision of our renowned organization…”, pfff , Bye! – and irrelevant themes. A blog is not a channel to share communications or to publish a new store or a new product. Well, yes it is, but that type of content should be a very small portion of the editorial line. Blogs that engage readers are entertaining and packed with valuable information. They are an inexhaustible source of advice, tutorials and content related to the products or services or the interests of the community they lead. Those blogs that we have just described are the ones that provide authority, generate leads and group readers who quickly become a community. The others are a waste of time and resources.
Let’s create a blog that causes you to read it
Doing this is not an easy task. In fact, it is well screwed up and exhausting. To begin with, the responsible team – because this is not a one-man task – must create a plan that shows the type of reader and the expected results. Then, design the interface in which the contents will be loaded. And finally, jump into action with patience and method. We get tired just thinking about it! Yes, it is hard work – we don’t want to fool you on this – but it is very rewarding. A blog brings benefits quickly and that, in addition, are sustainable over time. The 4 areas of work to create an attractive blog Featured blogs are the fruit of a perfect mix and execution on four fronts: strategy, technology, content, and management. Any failure in any of these four areas will reduce the chances of success and drive readers away.
What issues are addressed on each front? There are many, for example: on the strategic front the project is discussed and planned – the audience is typified and the topics that will be discussed in the blog are selected. In technology, all the tasks that seek to provide readers with a stable, attractive, robust and fast platform are executed. This area is responsible for the implementation and construction of a tool that performs well on all devices and facilitates the consumption of publications. The content front is responsible for nurturing the blog with new information for readers. And, finally, the management front focuses on the creation and fulfillment of all processes: updating the tool, publishing the contents, monitoring the interactions and analyzing the results. In short: the success of your blog —or that of your Forex Email List — will depend on a work plan, the creation of a good tool, the generation of attractive content and the linking of people who attend and care for him. The 13 mistakes to avoid if you want people to read your blog
With the above understood, it sounds obvious that any failure in any of the four areas will alienate readers. But what mistakes could be made in each one? Here are the most frequent:
1. Strategic problems
Not having a plan is the first mistake. Strategic failures originate when planning is not done or when it is deficient.
The plan for creating a blog should begin by dictating the editorial path and establishing responsibilities in the team. In addition, it must clearly state the objectives of the project and the profile of the audience that it is expected to attract. If you don’t have that plan, your chances of error increase and the capture of frequent readers or visitors is reduced. The most recurrent mistakes on the strategic front are three: Lack of focus . Many blogs attempt to address multiple topics or audiences, making it difficult to attract and retain readers. He says well: “He who covers a lot, presses little!” Although we do not intend to push you to extreme specialization, we simply suggest that you need to establish a small group of topics and audience profiles to be able to concentrate efforts there — especially in the initial stages. Disconnection between editors and readers . To attract and retain visitors you have to put yourself in their shoes. Publishers who do not understand their audience walk the path of failure. To be successful, bloggers and content creators must be aware that mastering a topic is not enough to attract an audience, they have to get into the topic from the reader’s perspective. Good editors must use their knowledge to connect with the audience, and this is only achieved when they understand the motivations and expectations of the readers. A blog is not a book, a blog is a social channel.
Lack of integration with the digital ecosystem . Blog administrators must join the organization’s digital team to design a process for disseminating published content. The blog must coexist with the website, with social networks, with digital advertising and with the other digital actions of the business. And that integration must occur in both directions —from the ecosystem to the blog and vice versa. The company must make the blog visible on the website, social networks, corporate stationery, business cards; in every advertising piece and in any setting where the business comes into contact with the audience. The success of the blog does not depend exclusively on the work on the content, but also on its distribution.
2. Technological failures
The technological area is the main source of errors in a blog. Fortunately, they are the easiest to solve – in theory. Of course, you will need a development team that is always up to date with the latest trends and that is committed to the project.
To obtain the blog desired by readers, the development group will have to work intensively on four critical points: The loading time of the platform . Blog readers are picky about load times and patience is not their main virtue – you can check your blog’s load time in PageSpeed Insightof Google-. Therefore, it is mandatory that the blogging platform be fast. No excuse is valid in this section. The team must work on reducing loading times if it wants readers to feel comfortable and come back. The important issues to achieve this are: (i) hire an efficient and robust server, (ii) constantly optimize the weight of images and multimedia content attached to published articles, (iii) develop a simple and functional encoding – use a A content manager, like WordPress, is a good idea to get around this—, and (iv) create a rich yet lightweight graphic layout. eye! The idea is not to sacrifice the appearance of the blog or its functionalities to improve loading times, Search engine optimization . Many fail here. A blogger – or a business with a blogger spirit – needs to understand that each post behaves like a new page and, like any page, must be indexed by search engines in order to gain visibility. Each content added must be seen as a new opportunity to attract readers and, in this task, search engines play a preponderant role. So, what the blog developers have to do is prepare it technologically so that this process is simple in everyday life.
The adaptation of the blog to mobile devices . Today, adaptive design – or as it is known in digital jargon: responsive design – is a thing of the past. The mandate now is mobile first – think first about how the blog is displayed on mobile and then adapt it for desktop computers. Any digital initiative, and much more if it focuses on content distribution, must be prepared to receive traffic from any type of device — phones, tablets or computers. Limiting or hindering this access and consumption – due to adaptability issues – is a serious mistake that will undermine the attraction and retention of readers.
The organization of the contents . When you build a blog, you have to create a clear and simple information architecture – you don’t understand what the hell information architecture is? In this article we explain it in detail -. With a simple architecture, certain steps will be taken to increase navigation through content. A good blog should have categories, sections and tags — information taxonomy, in the language of web developers — easy to understand so that the reader can consume what interests him. It will be useless to have a lot of content if access to it is confusing or disorderly. Always keep in mind that the simpler your information architecture, the more content you will consume.
3. The mistakes in the content
The third link in the chain is the editorial line. Content is the essence of a blog, it is what attracts or drives it away, is what makes it visible or keeps it anonymous. The language, the tone, the style, the themes, etc., are part of this front. Content is one of the areas most susceptible to failure, consciously or unconsciously. The three main causes of reader withdrawal caused by content are: A boring style . We already said it: content cannot be corporate. It has to fall in love, entertain and contribute to the reader! We must give ourselves the opportunity to build informal, conversational and witty content or tell stories with a human touch to communication. To achieve this efficiently; the writing, the images, the videos and all the elements that accompany the content have to be coherent with the audience and with the communication intentions. The form cannot be treated as a minor matter. In addition, grammar, spelling and writing have to respect the rules without violating the language of the readers. The editors of a blog must step off the pedestal of knowledge and learn that this is a marketing actionthat involves multiple profiles — graphic designers, video editors, copyeditors, etc.
An overly commercial editorial line . A blog is an excellent tool for capturing prospects at the top of the conversion funnel – to learn more about them, we recommend watching this video – and digital marketing actions should be designed for that purpose . Do not use your blog as a channel for the massification of products or services; Treat it as a space to get closer, through content that add value, to the people who are likely to become your customers. If you focus on what matters to your readers and stray just a little bit from what your business needs to convey, you will be closer to retaining and establishing honest and fruitful relationships with your audience. Focus on quantity and not quality . What makes a blog stand out is not how much is posted, but what gets posted. Managers who commit to content that adds value and set aside this mandatory publication dynamic stand out in the digital world. When a post is done just to stick with the routine, it will push away more than it will attract. Let’s talk less and fill the blog with valuable content, that’s the best strategy available.
4. Errors in management
The last of the error-sensitive areas is management. In it there are many possible mistakes: from the publication of an unfortunate comment to a simple misspelling. Any of these can cause a low reading and, above all, a very poor rate of return. In this section, the errors that pose a greater danger to attracting and retaining readers are three:
Inconsistent posting frequency . One of the first tasks faced by editors and managers of a blog is the establishment of the frequency of publication – how many hours or days will new content be published on the blog? This decision should be made during strategy planning and executed during management. There should be no break between what was planned and what was done. To avoid inconsistency in the frequency of publication, it is essential to design an editorial calendar that regulates the periods of presence and absence of new content. With the editorial calendar, visitors will be prevented from being frustrated by a low publication frequency or from being saturated when it is high. Little attention to interactions . Another reason that drives readers away from the blog is the low attention of administrators to comments. A blog needs those who run it to be open to conversation and willing to answer questions. Being very active with interactions is the only way we know to build a community highly involved with the business. When you act quickly and diligently in the face of interactions, readers feel part of a group with similar interests and are more likely to return. Stop looking at the blog as a one-way content wall and start seeing it for what it is: a social channel to get involved with your community of readers. Get away from the blogosphere . Achieving success alone, without getting involved with the other members of the blogosphere – the term by which all weblogs are grouped – is very difficult. Those companies that join and collaborate with the blogging community will receive greater visibility. To succeed, it pays to get involved and open up to other blogs.