Here’s the biggest myth about writing a business blog: all you need is a good writer. Even if you have a way with words, and can make grammatically correct and logically organized articles, business blogs have one purpose: to nurture leads and drive conversions. You need professional content writers who have a background in digital marketing and sales.
Let’s compare the common mistakes of writers and what professional content writers would do differently.
Blogging mistake # 1: Not writing for search engines
Readers need to find your blog. Professional content writers understand search engine optimization and will know how to use keywords effectively. It’s the only way to grow your audience.
Blogging mistake # 2: Not targeting a specific audience
Good writers can elaborate on a topic. Professional content writers target your topic to a specific audience. They can pick words and phrases that resonate with your customer personas, and even create several story angles to guide them through the purchase journey. Remember, content marketing is always driven by a sales strategy. Who are you talking to, when will they need this information, how will it drive purchase? You don’t just need writing talent, you need content strategy.
Blogging mistake # 3: Rehashing information
What makes your blog different from all the millions of blogs that are already on the Internet? If you’re just repeating topics, or worse, copying off a brochure, then there is no reason for people to visit your blog regularly. Professional content writers are able to engage your readers by creating fresh content and even fresh ways of presenting it. They can make infographics, create video scripts, and vary the types of blog posts.
Blogging mistake # 4: Failing to market the content
Blogs are not enough. You need to push your content on social, and know the best days and times to be active on Instagram, Facebook, LinkedIn and Pinterest. You may even need to create linkbuilding campaigns and do guest posts – digital marketing tactics that regular writers may not be familiar with.
Blogging mistake # 5: Failing to use data
Professional content writers are able to look at data from Google Analytics and other data services to understand what kind of keywords and platforms get the most response. This is the only way to refine your content strategy based on actual feedback from your audience. Good writers know how to use words; professional content writers know how to use data.