Content is king. That’s the law of the jungle right now and it looks like it’s set to stay that way as platforms like Google prioritize higher-quality content than anything else. It’s not enough to build your own blog, however, you need to make sure that you’re using it to the best effect. To that end, here are a few mistakes that you should avoid and learn from.
Your posts feel super inconsistent
This is one of the dangers of outsourcing too much without input on the details of the content you’re writing. If it feels like the tone is shifting between every article, then your audience is going to start feeling like most of your content isn’t relevant to them, which is how they go to other sources, instead. Creating a blog style guide can help you make sure you keep things consistent.
No value to your posts
Before you start writing any post for your blog, you need to ask who, exactly, it is for and what it does for them. There are different kinds of value your posts can bring. They can answer a question directly, they can be educational, informative, newsworthy, they can even have value if they’re entertaining (this one is hard for marketing, though.) Make sure you confirm what kind of value your post has before you spend time working on it.
Not learning from successes and failures
Simply put, if you’re not learning from your existing content, it’s never going to get better. First, you need to find out what content is working from a purely objective standpoint with services like a content audit. However, you need to track metrics and see if you can identify trends in both what gets ignored as well as what gets much more widely shared and read. Don’t just learn from your own successes, either, keep an eye on what other brands are doing, too.
You’re not regular enough
A good single post can do wonders in attracting a crowd. Keeping that crowd, however, means you need to be providing valuable content on a more regular basis. Creating a content writing pipeline can help you make sure you always have a few posts on the go at the same time so that you’re able to publish more regularly. Of course, you can outsource the writing itself so that you’re able to keep up with your schedule, too.
Creating brand new content consistently
If you’re only focusing on creating brand new content, you’re giving yourself more work than you should. Try to identify or create your evergreen content. This is content that will always be relevant and valuable. You might need to update it and to adapt it to different platforms, but if you find some really popular evergreen content, it can be a very reliable tool, indeed.
You can’t guarantee your content will be a hit even with the tips above. You need to repeatedly review and learn from how you’re doing things to keep up with the curve.