As experts in trade PR here at Vantage Public Relations, we routinely advise our clients on the many ways in which their organisation's blogs can be made more impactful with their desired audience. However, no less valid is the other perspective, of the mistakes that businesses can make with their blogging while not realising the resultant detrimental effect on how their firm is seen. |
Here are five of the errors that businesses routinely commit while blogging.
1. Tired, clichéd expressions
While, depending on the nature of your business, you may be specifically targeting readers who would appreciate a more informal tone of voice, such an approach can all too easily lead the writer to slip into clichéd, repetitive and/or conversational expressions - from "at the end of the day" to "The writing on the wall" - that compromises their attempts to be professional and authoritative.
2. Overly salesy content
The virtue of blogging is its ability to position your business as an authority in its field and build up its brand - rather than as a sales tool. Unfortunately, many amateur bloggers can ultimately confuse these two (very different) approaches by writing blogs that are merely thinly-veiled adverts. They may discuss a problem at length and directly propose their product as the solution, instead of simply generating high quality, valuable content that their audience would actually want to read.
3. Writing about your favourite topics - rather than those of your readers
If you are an amateur blogger, it can be difficult to continue generating new and interesting blog subjects once you have exhausted those of most obvious relevance to your brand and products. However, that is simply all the better a reason to reconsider exactly what your target audience would want to read, rather than indulge in your personal 'hobby horse' subjects.
4. Poor grammar, spelling and punctuation
It never fails to surprise us how common certain extremely simple spelling, punctual or grammatical mistakes really are - from the classic confusion between 'they're', 'their' and 'there' to plain old apostrophe misuse. You may not a professional writer, but that is precisely why you may enlist seasoned Trade PR writers who can create engaging, correct prose that does not compromise your brand.
5. Bad header images
Why fastidiously research and craft the perfect blog post, only to illustrate it with a well-used stock image that everyone has seen before on many other websites? It"??s worth taking the time to pick the best image that encapsulates the theme of your blog, of course avoiding the most popular or most used images in the stock image gallery. The right imagery is as important to your trade PR efforts as the right written content, and again, our PR Audit experts here at Vantage PR can advise on all manner of related elements to ensure that your business blogs make just the impression that they should.
With the tailored assistance of our PR professionals, you can look forward to a blogging campaign that delivers all of the right results for your business.
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