Bloggers can blog forever

Blogging is often condemned as work that does not require special skills. But when they sit down at their desk and write their first contributions, it dawns on them:It's a lot harder than I thought. Like anyone starting a new job, they make a lot of mistakes.

Fortunately, dodging those potholes on the blogging road is pretty easy, provided you know where they are lurking.

For all blogging newbies who want to get a little head start, we count below 17 common mistakes on that make blogging beginners and give you tips on how to avoid them.

Blogging: Tips for Newbies

  1. Your blog posts should serve the company's goals.
  2. Write the way you talk.
  3. Let your personality flow in without writing about yourself.
  4. Create specific working titles.
  5. Structure your post carefully.
  6. Base your arguments on data.
  7. Learn to quote correctly.
  8. Take 30 minutes to edit your text.
  9. Don't try to make the perfect post.
  10. Use an editorial calendar.
  11. Focus on the potential of organic traffic.
  12. Add a CTA and set up email delivery.
  13. Write for your personas.
  14. Get to the point.
  15. Give specific recommendations for action.
  16. Understand your readers' challenges and offer solutions.
  17. Illustrate your ideas with examples.

Avoid these mistakes when writing blog posts

A lot of the traffic is on a blog organic and originates from Google and other search engines. In other words: people search for specific keywords in a search engine and then click on your blog article, provided it deals with the topic they are looking for. The competition for the readers' attention and clicks is great. In order for your blog to attract attention (positively) and become a fixed point of contact for certain topics, it is therefore important to avoid fundamental mistakes.

So, below we explain the most common blogging mistakes and how they can be resolved.

1. Mistake: You write about topics that do not fit your company

When you start blogging, ideas are likely to come to you at the most unlikely moments - in the shower, exercising, talking to your mom on the phone. But even if ideas come to mind at random times, the ideas themselves should never be random. Just because you have an idea that is generally good doesn't mean it's good for your business, too.

Solution: Your blog posts should serve the company's goals.

You blog because you pursue specific goals, for example growing your business, more awareness for your brand or establishing your company as an authority on specific topics. Accordingly, your blog ideas should serve these goals. The ideas should be natural Relation to your industry and address specific questions and concerns from your potential clientele.

Do you need help determining what these goals are and how to address them? Talk to your manager about the company's goals and then make an appointment with a sales representative. Ask what concerns reach sales most often. After these two appointments, you should be clear about the goals you are achieving and what needs you need to address - and maybe you already have a few ideas on how to do this.

Mistake 2: Your style is too formal

A blog post is not a homework at university. In the beginning, bloggers often only have experience with such scientific work. The problem with that? The writing style of a term paper is definitiveNot the style most people like to read.

Let's face it: most of the people who see your post don't read the entire article. If you want to keep your readers engaged, you have to have them a fluid, easy-to-read style get them to finish reading the post.

Solution: Write the way you talk.

It is perfectly okay to write a little more loosely. We would really recommend it to you. Everyour writing style is more approachablethe more people will like your blog posts. After all, people want to do business with other people and not with robots.

So, loosen up. Come up with a new word. Leave the shop talking. Play with words. That's how real people talk - and that's what real people like to read.

And how can you loosen up? One possibility would be to use a program with a dictation function. You can then polish up the text in the correction phase. This may sound like bridging the horse from behind, but it can indeed help you step back from your usual business tone.

Of course, it is important to note which tone is the standard in your industry. Jokes, puns and the like are not necessarily appropriate in every context.

Mistake 3: You think people care who you as an author

That sounds bitter at first, but it's the truth: Most newbies to blogging think that their target audience is basically your Stories andyour Finds interests exciting - but that's not the case. This is not meant personally either, but the fact is: when you are new, nobody is interested in you and your experiences. It is more important to the people what you can learn from you.

Solution: Let your personality flow in without writing about yourself.

Even if your readership doesn't really care that you If you have written the article, you can incorporate your personality into your writing style so that the readers develop a bond with you. How you do it is entirely up to you. Some people like to joke, others quote films or series, and some have a knack for storytelling.

To let your personality flow into your writing style, try looking for ways you can create a connection between your reading audience and your topic. If appropriate, you can write first-person as if you were sitting and chatting with your readers in a coffee shop. Your tone should personal, approachable and engaging just as you would sound in a private conversation.

4. Mistake: Your topics are too broad

Newbies to blogging often want to start writing on particularly large subject areas, for example:

  • "How does social media marketing work?"

  • "Best Practices in Business"

  • "How to make money on the Internet"

These subject areas are far too broad. There are so many details and niches here that it is really difficult to give a satisfactory answer to all of your questions. Additionally, more specific topics tend to attract a smaller, more targeted audience. These visits are generally of higher quality and are more likely to convert into leads or customers.

So if you want to reap the benefits of blogging in the short and long term, you should get really specific.

Solution: Create very specific working titles.

Having a really specific topic is incredibly important in making your posts successful. This post will teach you more about how to choose topics that are suitable for business blogs.

The working title is not the final title - just a concrete starting point that you will use to align your text. Once you have this landmark in place, blogging will be a lot easier for you.

Fifth mistake: You are just pouring out all your thoughts

When you have a real flash of inspiration, it can be tempting to just sit down and write your thoughts off your mind. But it usually doesn't turn out to be high-quality blog posts.

And why not? If you just let your thoughts guide you as you write, the style won't really become blog-worthy. Most people just scan your blog posts. So that they still get something from it, your contribution has to be well organized.

Solution: Pick a specific type of blog post, create an outline, and use it Intermediateheadings.

The first thing you should do is get a Kind of blog post select: is it a post with instructions? A post with a list? A post with a collection of selected content? A SlideShare presentation? Once you have made this decision, you will find it easier to create the outline.

You will notice that one structure brings great benefits. If you invest time in structuring your thoughts in a logical way before your post is published, the rest will be a lot easier for you.

To develop such a structure, you should first develop a List of key findings that you want to convey to your readership. After that, you should break these findings down into larger sections with their own sub-headings.

Adding a section heading after a few paragraphs improves the flow of the text, making it more comfortable to read. (Also, headings with keywords are good for your SEO.) Once you've set up the structure, all you have to do is fill in the gaps.

6. Mistake: Your posts are not based on data

For example, let's say you're blogging about the benefits of marketing on Instagram for businesses. If you want to include an argument, which one do you think is more convincing?

  1. "Apparently fewer people in Switzerland use Facebook these days than they did a few years ago."

  2. “A total of 3.59 million users from Switzerland were active on Facebook in December 2020. This means that the share of active Facebook users in relation to the total population in Switzerland this year was 40 percent. In 2016, this value was 46 percent. "

It is very likely that you chose the second argument. Arguments and claims have more power when you based on data and research. As a marketer, we not only have to get people on our side, we also have to get them to act. Data-based content attracts more attention than vague arguments and is more effective.

Solution: Use data and research to support your claims.

Every good story needs a main argument, the appropriate evidence, and then the knowledge for the readers. You can use data in your blog posts to introduce your main argument and show your readership why it is relevant. Or, you can use the data to back up the main argument after the fact.

There are some good places to find compelling data, including thisPew Research CenterMarketingSherpa, theContent Marketing Institute, our collection of marketing statistics and the HubSpotState of Marketing-Report.

7. Mistake: Your content consists of Plagiarism 

Plagiarism has no place at university and even less on your company blog. Oddly enough, many newbies to blogging think they can get success with copywriting.

You can't do that. Members of the editorial team and readers usually notice when something has been copied. Suddenly your tone no longer sounds like you or there are words in your text that are not right. The whole thing just doesn't seem coherent.

In addition, if you get caught stealing someone else's content, Google can call you a bad ranking punishes. That could be devastating to the organic growth of your blog.

Solution: Learn to quote correctly.

Take a few minutes to understand how best to quote the works of others in your blog posts. It's really not difficult, but it is imperative to learn this right from the start.

Mistake 8: You think you're done when the text is typed  

Most beginners make the mistake of not editing their texts again. When you wrote your text, it sounded nice and fluid, it must be pleasant to read - doesn't it?

The answer is very clear: no. You can't avoid going through your text again - and maybe even again and again.

Solution: Take 30 minutes to edit your text.

Everyone has to correct and edit their texts again - even the best authors. Because mostly the rough version of our texts is not really good. So, take the time to review your contribution. Correct misspellings, break up nested sentences, and check punctuation. Make sure your story is as fluid as you planned it in your outline.

Mistake 9: You don't publish a post until it's perfect

Bad news for perfectionists:Your blog post will never to be perfect.Never.

There's always something you can do to improve your posts: more pictures, better wording, funnier punchlines. The best scribes know exactly when to stop obsessively revising and just hit the publish button.

Solution: At some point there comes a time when you just have to let go.

At some point you will get to the point where further perfecting will no longer help you. You simply cannot achieve real perfection. Of course, that doesn't mean you should post a poorly crafted post full of grammatical errors. But nobody's going to lynch you when the mistake creeps in. The number of readers and leads will only very rarely get stuck on small mistakes.

If you (or your readership) find a mistake, yes, you can also very easy to update. It's not that wild. So don't make life so difficult for yourself - perfectionism paralyzes progress.

Mistake 10: You don't blog regularly

Studies have shown that you generate more traffic on your website, the more often you blog. The same goes for the number of subscribers and leads you gain from your posts. Of course, mass is not always great. But it is important that you blog regularly when you are just starting out. If you publish five posts in one week, but only one or two in the following weeks, it will be difficult to establish regularity. Irregular publication times not only confuse your reading audience, they also like it Google algorithm Not.

Companies that are serious about posting high quality content on their blogs on a regular basis have the best chance of getting the highest website traffic and leads. And that pays off in the long run.

To achieve this regularity, you need a concrete planning strategy.

Solution: Use an editorial calendar.

You can use the calendar to get used to planning the topics of your blog posts in good time, to publish them regularly, and even to produce posts in advance if you are particularly productive in a week.

Mistake 11: You focus your analytics on immediate traffic

Both newbies and veterans alike are too happy to make this mistake. If you only focus on immediate traffic (i.e. from email subscribers, RSS feeds, and social media shares) in your reports, it will be difficult for you to assess the long-term value of your blog. The half-life for these sources is very short, it is usually only a day or two.

When marketing teams who have just started blogging for business see that their blog posts stop generating new traffic after a few days, they are often frustrated. They think their blog is not doing well and then stop blogging too soon.

Solution: Also focus on the cumulative potential of organic traffic.

Instead of getting caught up in the sudden drop in short-term traffic, it's better to take a closer look at the cumulative potential of organic traffic. If you give it enough time, you'll see that by the third day after a single blog post is posted, the peak traffic of the first two days will be overshadowed. That's because your post will be found through search engine results. So it's organic traffic. You need to just have a little patience.

To make sure you get that long-term traffic, blog posts regularly that stay relevant. These contributions are "Evergreen"Blog posts called: They are relevant year in and year out and require little maintenance. They are valuable and of high quality.

As time goes on, you will create more and more evergreen content and build search authority. Ultimately, these posts will make up a large part of your blog traffic. So you just have to change your perspective a little and watch the cumulative traffic instead of the daily traffic. This gives you a different perspective on your blog and its ROI.

Error 12: The number of your subscribers is not growing

When you start blogging, keep in mind that it's not just about attracting new visitors to your blog. One of the greatest benefits of blogging is that it will help you grow your email subscriber list with your new content - that is generate new leads. Every time you publish a new post, you'll see a new surge in traffic driven by subscribers. In the long term, the success of your contribution will be increased.

In order to realize clearly visible business results (traffic, leads and ultimately customers), it is important to increase your number of subscribers.

Solution: Add a CTA to your blog and set up email delivery.

The first thing you should have in your email marketing tool is a Welcome email to create new subscribers. To do this, you should also set up a regular e-mail referring to your latest blog posts.

Next, you should then add calls-to-action (CTAs) for the newsletter subscription to your blog (and also to various other elements, e.g. the footer of your website). This makes it easy for your readership and visitors to subscribe to your e-mails. These CTAs should take the form of a simple form with just one field for the email address. Place them in the visible area at the top of your blog. As far as the placement of the CTAs is concerned, the CTA field for blogs is below the posts. Alternatively, you could also use a slide-in.

You can also create a special landing page for your subscribers that you can refer to from other channels, such as social networks, sub-pages on your website, and PPC or email campaigns.

Mistake 13: You forget to write for your personas

A blog article is not just about your own experiences on a particular topic. In order for your posts to gain reach, it is important to focus primarily on that Address the needs of your target audiencethat are reflected in the company's own buyer personas.

Personas are user models that depict all relevant characteristics of a target group in a fictional person. This makes it easier for you to put yourself in the perspective of your readers. Personas have a name, a background, a personal life, individual behaviors, preferences, and expectations.

Solution: Understand the challenges facing your personas.

Defining personas will help you figure out what your readership expects from your blog. The introduction of personas also results in other advantages, such as:

  • improved planning of your posts,

  • a stronger bond to your readers as well

  • a clearer positioning in your industry.

In order to adapt your content to your personas as best as possible, you can ask yourself the following questions:

  • What does the typical everyday life of my readers look like?

  • What level of knowledge can I assume?

  • How old is my audience and on which social platforms are they active?

Another tool to define your personas more precisely and thus improve the performance of your posts is Google Analytics. With the help of the collected data, you will gain insights into the demographic data of your readers and you can see exactly which articles have been well received by your target group. The more detailed you work out your personas, the faster you can see what content your readers will be really interested in.

Mistake 14: You stray too much from the subject

While you are encouraged to incorporate your personality into your writing style, you should not over-exhaust this possibility. It's one thing to write about a topic from your own perspective, but portraying too many personal experiences will prevent your readers from realizing what added value the article offers them.

So don't get lost in too many anecdotes of your own. Your readers are not sitting in front of you and giving you a limited amount of attention. If you don't get to the point, they lose interest and look to other websites for a solution to their problem.

So that you do not lose your readership, it is essential that you repeat the central message of your text step by step in each section of your article. The best blog posts stringently convey their main message from start to finish.

Solution: get to the point.

For example, if you write about how much water a potted plant needs, readers don't care how they got back to your withered plant after a two week vacation. Your story shows that you have personally dealt with the subject, but what do you mean by that? Certain plants can hold out for up to 14 days without water. For example, this would be valuable information that you could point out at the beginning of your text.

15. Mistake: You don't give specific instructions

Before you start creating a blog article, you should research how other blogs are reporting on your topic. If you notice that almost all of the Google results are on the first page the topic only vague and superficial deal, you can use this to your advantage. Because readers would like to receive specific instructions on how to get their challenge under control. With that in mind, your blog will stand out from the crowd.

Solution: Add specific instructions to your measures that your readers can implement.

One of the most important principles when creating content is that it should be useful and that your audience can derive tangible added value from it. This can take the form of a “how-to” article in which you recommend a specific strategy for implementing an action. Or you suggest a tool that makes a certain process much easier.

16. Mistake: You are not writing solution-oriented enough

You already know how important it is to understand your personas at their core and to address them in your texts. But also make it clear to yourself that there is a reason your readers are having problems with a particular topic that prompts them to seek solutions.

Try to understand What challenges and consequences your target group is facing. Ask yourself:

  • What is at stake for my personas?

  • What are the benefits of taking appropriate action?

  • What possible consequences is my target group afraid of?

You can include all of these things in your blog articles and make them clear to your readers in a way that you want to understand and help them.

Solution: Understand the challenges your readers are facing and offer solutions.

In practice it looks something like this: For example, you are writing an article on the subject of "First vs. Third-Party APIs". The topic is very theory-related and leaves little room for creativity. Nevertheless, the decision for the right programming interface is very important for a company. You advise your readers on whether they should spend a lot of money on an in-house API or whether they can save money and time by commissioning a third-party provider with the development.

The choice of interface is a decision that can have noticeable consequences for your readers and has a significant impact on numerous areas such as computer security, efficiency and budget constraints - and this is exactly what needs to be made clear in your article.

17. Mistake: You do not give enough examples to illustrate

As a blogger, you are one of the experts in your industry. For this reason, it can quickly happen that you use technical terms that you have been dealing with for a long time, but which are incomprehensible to your readers.

Therefore, whenever you create new content, you should always ask yourself:

  • Become my readers understand without further explanationwhat do I mean by this technical term?

  • Is the acronym used also familiar to people who are not very familiar with the subject?

  • Can the example used easily visualize or do my readers need additional illustrative materials for a better understanding?

Solution: Illustrate your ideas with examples, visual aids, and additional content.

When reviewing your posts before posting, you should always take the perspective of someone who has just started reading up on the topic. This way you can quickly see which topics and processes need a more detailed explanation. If you have already written blog articles on the complex terms or processes, this is also a good opportunity to link them in the text.

Cover picture: Fabio Principe / iStock / Getty Images Plus

Originally published March 12, 2021, updated March 12, 2021

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