8 Mistakes that Clients Make When Creating Blogs

Behind every great marketing campaign lies brilliant content and copywriting. But no matter how well your blogs are written or how hard your copywriter works, all will be fruitless if your blogs are not relevant to your target audience.

Here are 8 common mistakes that I’ve seen many businesses make when kick-starting their blog campaign. Try to avoid these at all costs!

1. Not Knowing What Your Audience Wants   

Your audience is like a school of fish, waiting to be lured into the fishing net. How do you entice them in? By writing relevant blogs. If you miss the mark and produce content that they don’t care about, they won’t even bother reading it, no matter how awesome it is.

What do your customers want to know about? What do they want to learn or gain from your brand? These are questions you should be asking when formulating your blog topics.

2. Doing What Competitors Do   

Monkey say monkey do, right? It’s a good idea to keep tabs on what your competitors are writing about and to try and produce blog content that challenges their approach. But basing your blogging strategy on what your competitors are doing is a sure way to inhibit your true direction and creative flair. Instead, think about your own blogging goals and missions.

There’s much to be learned from a successful competitor, but just because they’re doing something doesn’t mean you have to do it too.

3. Blogging for Blogging’s Sake  

It’s one thing to be responsive and adaptive to what’s happening in the industry. It’s another thing to have absolutely no plan at all. This leads to boring blogs that are, in essence, being created for no real reason.

Before you create your blogs, create a purpose for your campaign. Whether it’s to increase your brand awareness, improve your SEO or simply engage your customers, have some sort of goal before you start blogging for blogging’s sake.

4. Writing at the Wrong Level

Copywriting is very much an art form. One of the biggest mistakes I’ve seen is when businesses/individuals write their blogs as if they were going to be read by another professional, rather than by their customers. Their articles are abound with terminology and processes and theories that might be interesting to them, but aren’t really of interest to their clients.

Again, it all comes down to thinking about your audience and writing about topics and issues that are relevant to them and that are easy for them to understand at their level.

5. Ignoring Keywords

Okay, so not everything is about SEO. That’s cool. But if you are trying to compete online and gain new customers via your site, building your search ranking is pretty crucial. The way to do this is to make sure your blogs include the right keywords and phrases.

This means that a good portion of your blog topics must also be keyword based; if you can get the keyword into your blog title, even better. If you’re all about growing online, but you’re ignoring the need for keywords, you might need to rethink your content strategy.

6. Making Everything About Keywords

Now we’re on the flipside of the coin! Keywords are important, but it doesn’t mean that all of your blogs should be keyword-filled.

Google has stressed the significance of shaking up your keyword usage when it comes to content and blogging (and anchor text links). The solution is to create some of your blogs around keywords and some around general topics and ideas (that are still relevant to your business).

7. Not Measuring Return On Investment

As I said above, your blogs need to have a purpose. Once you have this purpose in mind, you need to figure out how to measure it. How will you know if your blogging return on investment is achieving anything?

Find a way to measure your success, whether it’s through traffic, conversions, sales, shares, comments, rankings or anything else. This will allow you to manage your campaign, (re)focus your strategies and learn what type of content is or isn’t working for your brand.

8. Failing to Hire a Copywriter!  

Haha! Am I completely biased about this? Probably!

But let’s face facts: poor content is going to get you nowhere. If you’re a fantastic, experienced, kick-arse writer who’s great with words, then that’s ace.

But if your writing is weak, unfocused, full of errors or simply unable to speak effectively to your target audience, a good copywriter can help. They can also free up your time, so that you can focus on driving your business in other ways.


A great blogging campaign must be driven and dedicated. Avoid beginner mistakes and…

  • Know what your audience wants and write blogs that respond to their needs; make sure your blogs are easy to read and understand for your target reader
  • Develop a purpose and goal for your blogging campaign – Decide where you want to go and what type of content is going to take you there, and find a way to measure the effectiveness of what you are doing
  • Find support if you are unsure about your content or if you feel it could be better – Do you need keywords? Do you need a copywriter? Hiring the right resources can often mean much more success, particularly if you’re not experienced with content development and copywriting


Return to: www.nataliesutherlandwriter.com 


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