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Posted by: Solange Messier

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Does your business have a blog? If you answered yes, that’s great news! It’s an important step in adapting to the way customers buy today.

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Today, 78 percent of chief marketing officers think custom content is the future of marketing, while 81 percent of online customers trust the information and advice they gather from blogs.

In comparison to traditional marketing, like television commercials or magazine ads, blog content allows businesses to create a deeper, lasting relationship with their customers. It proves they have an agenda that includes helping their customers and providing them with quality information—not just trying to push a sale.

However, when blogging isn’t done correctly, it can have unfortunate effects on your customer relationships and sales. Keep reading to find out if you’re making any classic blogging mistakes that can ultimately destroy your customer relationships.

You’re Posting Too Much or Not Enough

If you’re posting content to your blog every single day, chances are the quality of content is poor and the number of readers you have is even lower. If you’re posting content too infrequently, the content might be great, but your readers likely lost interest and have moved onto another blog. Knowing how often to post is a delicate balance, but cracking the code is vital to the success of your blog and for maintaining customer relations.

Ask yourself a few key questions:
- What audience am I attempting to reach and what is the nature of the information I’m offering them?
- How often would someone be searching for this content?
- What kind of blogging schedule can I commit to?
- How much content can I create before things lose quality or become repetitive?

Once you know the answer to these questions, you can begin creating a blogging schedule. For example, if you’re writing a celebrity gossip blog, you’re likely going to have to post content multiple times a day in order to keep up with up-to-the-minutegossip. However, most business blogs don’t need such an intense frequency. It’s more important to have a consistent schedule you can maintain than try to post more content than you can handle. So, whether it’s once a week or twice a month, make sure you’re consistent.

Your Content Isn’t Great

You could do absolutely everything else right with your blog, but if you make this mistake, your blog could be ruined. When it comes to blogs, content is everything! Content is the entire reason someone visited the page in the first place. If what viewers read isn’t great, they’re going to be irritated with your brand and not likely to visit again. Not only did you lose a potential lead but you lost credibility as well—it’s a huge blogging mistake.

People will read your content if it’s great: if it solves a problem, answers a question, teaches them something, offers advice, or provides a solution. If your content isn’t doing any of these things, your blog isn’t working.

Sometimes you’ll have to go back to the drawing board.

Do you understand your audience and what type of content they’re after? Is your title both engaging and reflective of the topic? Do you have any supporting visuals or helpful links? Is the content easy to follow and does it flow? Is it organized and easy to read?

If you have to second-guess any of these questions, it’s time to sit down and try again. Remember, great content doesn’t push sales or bore the reader—it engages them, it teaches them, and, most importantly, it helps them.

You’re Forgetting to Read the Comments

One of the greatest aspects of blogging is the interactivity that’s able to occur between customers and your brand. After you post a blog, people will read it—it will trigger questions, thoughts, comments, and ideas.

It’s your job to read these comments and not only answer them but tailor more content to what your readers want to see. One of the biggest mistakes you could make is forgetting to read the comments. 

Let customer comments act as a guide: They’re providing you with a written piece of evidence that they are engaged and want more. If you don’t provide them with what they want, they’re going to feel ignored and disappointed. More importantly, they’re going to go somewhere else for future content. 

So, when it comes to comments, don’t make mistakes. Take the time to answer your readers’ questions, respond to their thoughts, and take note of their ideas or suggestions. If someone makes a comment on a suggestion for a future blog, take him or her seriously and make the content! Readers are telling you what they want, so give it to them.

Your Keywords Are Distracting

Keywords are important—they help make sure people are able to find your content and they help you get your pages to the top of search engine result pages. Keywords are not the enemy, but they can very easily become one: especially if they’re distracting. 

Having too many keywords in one blog is considered “keyword stuffing” and it’s not a good idea. Not only could this black-hat tactic get your blog demoted in Google’s rankings, but it could also result in having the entire page removed. On top of that, your customers are going to notice the stuffing and you’ll be left with readers who can’t digest the content, not to mention trust it. 

As silly as it sounds, imagine keywords like sprinkles on a cupcake: They need to be visually appealing and tasty but not overpowering because you want to be able to enjoy the rest of the cupcake. If your keywords are overtly obvious, readers are going to notice and won’t appreciate it. Keep things classy with keywords. Have them in your content to serve their purpose, but don’t let them ruin your content and your customer relationships.

You’re Not Working with an Inbound Marketing Agency

Reading all of these blogging mistakes likely has your palms sweating—there’s a lot to keep up with and the adverse effects are intimidating. Between having effective keywords and the right titles and posting on a consistent schedule, it can feel like there’s a lot of room for you to make mistakes. If you’re feeling overwhelmed, the best thing you can do is reach out for help. And that’s where an inbound marketing agency comes in.

Inbound marketing agencies are experts at blogging and all things customer relations. They know what type of content you should be posting, how often it should be posted, and how many keywords is too much. Not only will you be able to rest easy knowing none of these rookie mistakes will be made, but you’ll begin to see the increase in sales and leads that comes with effective blogging. It’s a great move for your business, your blog, and the satisfaction of your customers.

How to Create Killer Marketing Content