Making mistakes is part of being human, and even the most experienced marketers make blogging mistakes from time to time. However, failing to recognize and address those mistakes can really hurt your blog’s performance and prevent you from reaching your goals.
The purpose of this comprehensive guide is to help digital marketers identify the most common blogging mistakes, understand why they matter, and learn how to avoid making them. With some strategic changes, you can overcome these pitfalls and create an engaging, high-traffic blog that converts readers into loyal customers.
Let’s dive in and explore some of the top blogging mistakes marketers make, as well as actionable tips for how you can avoid them. With focus and diligence, your marketing blog can become a true asset that boosts your brand and fuels your success.
Common Blogging Mistakes Marketers Make
|How to Avoid
|Not having a strategy
|Create an editorial calendar and content strategy
|Stay true to your brand voice and audience interests
|Too much self-promotion
|Offer 80% valuable content, 20% promotion
|Optimize posts for keywords and search intent
|Craft compelling, benefit-driven headlines
|Skimping on images
|Include high-quality images to increase engagement
|Not promoting content
|Share posts on social media, email lists, etc
|Commit to a regular content schedule
|Forgetting calls to action
|Include clear CTAs to drive conversions
|Not tracking analytics
|Use Google Analytics to analyze traffic and engagement
Mistake #1: Not Having a Content Strategy
Having a thoughtful content strategy is essential for blogging success. Without one, it’s far too easy to produce content haphazardly without aligning to business goals.
A content strategy helps define essential elements like:
- Target audience and buyer personas
- Content topics and themes
- Keyword targets
- Publishing cadence
- Content formats and styles
- Promotion channels
- Success metrics
With a documented content strategy, you can create cohesive, purposeful content that attracts your ideal customers. Articles will be focused on topics and keywords your audience cares about. You’ll develop content formats that resonate with readers. And you’ll have a publishing schedule that establishes consistency.
Without a defined strategy, blog posts will seem disjointed. Targeting keywords no one searches for will lead to low organic traffic. Only creating certain content formats will bore your audience. And an irregular publishing schedule will frustrate readers seeking new material.
Spend time upfront outlining a thoughtful content strategy based on market research, trend analysis, SEO data, and an intimate understanding of your buyers. Revisit it quarterly and refine as needed. This will help inform the creation of blog content that aligns with your goals.
How to Create a Content Strategy
Some tips for creating a robust content strategy include:
- Set specific goals – What is the purpose of your content? Generate leads? Increase brand awareness?
- Define target audience – Create detailed buyer personas.
- Audit existing content – Identify content gaps and optimization opportunities.
- Conduct keyword research – Use tools like Ahrefs to identify relevant target keywords.
- Plan content themes – Organize content around specific topics meaningful to your audience.
- Map out content formats – Determine the right mix of blogs, videos, ebooks, etc.
- Build an editorial calendar – Plan content subjects and publishing dates.
- Outline promotion tactics – Determine how to share and syndicate content.
- Define metrics – Set goals for traffic, leads, conversions, etc.
Investing time in content strategy creation will pay dividends in the form of well-aligned, high-performing content. Avoid lost time and effort by mapping out a plan before creating content.
Mistake #2: Not Publishing Frequently or Consistently Enough
Publishing blog content on a frequent and consistent basis is vital for attracting new visitors and building loyalty with existing readers. But it’s a common mistake for marketing blogs to have infrequent, sporadic publishing schedules.
Publishing new articles consistently accomplishes several key things:
- Improves SEO rankings – Search engines favor frequently updated sites with fresh content.
- Increases site traffic – New content brings new visitors and gets existing readers returning.
- Builds authority and trust – A consistent content output signals expertise and reliability.
- Strengthens brand awareness – More touchpoints through content aid brand recognition.
- Boosts lead generation – More content means more opportunities to convert visitors.
- Improves loyalty – Readers come to rely on predictable new content.
Without regular new content, your blog will struggle to gain visibility and authority. Readers have no reason to return when updates are infrequent. And lead generation efforts flounder without a consistent stream of new blog posts.
To reap the benefits of frequent content publishing, strive to maintain a regular posting schedule, such as two blog articles per week. This provides readers with dependably fresh content.
For some brands, daily content publishing is optimal, while for others, a couple of posts per month is sufficient. Find the cadence that aligns with your resources and audience needs. The key is sticking to a schedule that’s both frequent and consistent.
Tips for Developing a Publishing Schedule
Strategies for building a consistent publishing schedule include:
- Use an editorial calendar – Map out subjects and publishing dates in advance.
- Build a content bank – Have a backlog of evergreen posts ready to publish.
- Schedule social media – Queue social posts to coincide with blog articles.
- Use ISOT – Optimize content for maximum lifespan through ISOT principles.
- Automate where possible – Use post scheduling tools to assist consistency.
Readers will come to rely on your content publishing schedule. Avoid losing their trust and loyalty by sticking to your cadence consistently.
Mistake #3: Not Writing for Your Audience
One of the most common yet damaging blogging mistakes is creating content that doesn’t resonate with your target audience. This occurs when brands produce posts based on assumptions rather than data-driven insights about their readers.
Content tailored specifically to your audience’s interests, challenges, and preferences is far more likely to achieve key outcomes:
- Driving engagement – Readers pay more attention to relevant content.
- Building trust – Content that shows you understand them establishes credibility.
- Enhancing value – Directly addressing pain points shows you offer solutions.
- Generating conversions – Content aligned to their buyer’s journey moves them towards conversions.
Without audience-aligned content, you’ll see higher bounce rates, lower time on page, and reduced social shares. Readers will disengage from content that isn’t relevant or valuable from their perspective.
To consistently create high-performing content, you must have an intimate understanding of your ideal buyer personas and what motivates them.
Research Your Audience to Optimize Content
Some techniques for better understanding and writing for your audience include:
- Develop detailed buyer personas – Include demographics, behaviors, challenges, and goals.
- Conduct market research – Use surveys, interviews, and focus groups to learn about their needs.
- Analyze existing content performance – See which posts resonate best with them.
- Leverage social listening – Use tools like BuzzSumo to analyze their interests and concerns.
- Consult subject matter experts – People familiar with buyers can provide insights.
Invest time upfront learning all you can about current and future customers. Then leverage those insights to craft content precisely tailored to their preferences. This laser focus on audience alignment will set your content – and your blog – up for success.
Mistake #3a: Not Using the Right Tone and Style
A blog post may address topics relevant to your audience but still miss the mark if the tone and style don’t resonate. Adopting the most appropriate tone and style for your readers ensures content feels natural and engaging.
Elements like humor, formality, word choice, and sentence structure all contribute to tone and style. Consider how these and other elements influence audience perception:
- An overly formal tone may alienate certain demographics.
- Using industry jargon may confuse those unfamiliar with niche terminology.
- A humorous tone may not align well with a conservative industry.
- Short, punchy sentences could turn off audiences preferring an intellectual style.
Misaligned tone and style are a subtle but significant mistake that affects content performance. When the tone doesn’t match audience expectations, they’ll likely disengage, no matter how useful the subject matter.
Aim to consistently maintain the same tone and style readers have come to expect from your brand across all content formats. Refer to existing high-performing posts that resonate as examples to guide your writing style.
Tips for Optimizing Tone and Style
Some ways to refine blog post tone and style for your audience include:
- Analyze high-performing content and identify what tone resonated.
- Review audience feedback and comments for indications of preferred tone.
- Ask a focus group for perspective on appropriate tone.
- Align tone with overarching brand voice and guidelines.
- Adapt tone based on variables like subject matter and goals.
Take time to continuously optimize tone and style as audience preferences evolve over time. What engages them today may need refinement tomorrow. Adaptability will ensure consistent alignment.
Mistake #3b: Not Using Data and Examples to Support Claims
Providing evidence through data, statistics, examples, and case studies is crucial for crafting compelling blog posts. But neglected supporting elements weaken the persuasive impact of content.
Backing up claims through concrete data points and real-world examples establishes authority and enhances engagement in several key ways:
- Adds credibility – Data from reputable sources reinforces your expertise.
- Improves clarity – Specific examples clarify abstract concepts and ideas.
- Boosts memorability – Facts and stories make content more memorable.
- Enhances value – Readers appreciate actionable insights grounded in reality.
Blog posts full of unsubstantiated claims without evidentiary support may damage brand image as readers question the accuracy and validity of content.
Aim to include relevant data points and illustrative examples for every key assertion made within each post. Identify the types of supporting evidence most meaningful for your target audience and focus on incorporating those specific elements.
Finding Relevant Data and Examples
Some strategies for locating powerful supporting evidence for blog content include:
- Conduct original market research surveys to generate data.
- Compile relevant statistics from industry reports and trusted media sites.
- Seek out revealing case studies and success stories from clients.
- Interview experts who can provide real-world perspective.
- Analyze customer testimonials for powerful quotes.
The effort to include strong supporting elements bolsters the informative quality and persuasive power of marketing content. Readers seek – and respond to – practical posts offering more than opinions. Ground claims in hard facts and data for maximum impact.
Mistake #4: Not Formatting Content for Maximum Scannability
In the digital age, readers increasingly scan content rather than reading word-for-word. Optimizing blog posts for skimmability facilitates quicker consumption of information. But neglecting scannability principles in formatting hinders engagement.
Elements that enhance easy skimming of blog content include:
- Short paragraphs – Two to three sentences max.
- Subheadings – Break up blocks of text.
- Numbered lists – Simplify complex information.
- Bold key terms – Draw attention to important words.
- Highlighted summaries – Enable quick grasping of key points.
- Visual media – Images, charts, videos, etc.
Without these formatting tactics, dense walls of text overwhelm readers, and they’ll quickly navigate elsewhere.
Ensure all blog posts follow fundamental scannability best practices. Never publish a post without paragraphs, formatting variety, compelling images, and concise blocks of text. Review each draft asking, “Can someone understand the core message by only skimming?” If not, add scannability enhancers.
Tips for Improving Content Scannability
Some formatting tips to improve blog post scannability include:
- Use the inverted pyramid structure – most important info first.
- Breakposts into short paragraphs with line spacing between.
- Use numbering and bullet points for lists.
- Place relevant images, charts, or video every 1-2 paragraphs.
- Use bolded subheadings and highlighted boxes to emphasis key points.
- Link key phrases to other pages to facilitate quick access to next steps.
- Close with a 1-2 sentence summary of the core message.
Optimizing scannability takes a bit more effort but pays dividends in keeping readers engaged. Don’t sabotage your great content by formatting it as dense, text-heavy walls unfriendly to scanning.
Mistake #4a: Not Using Subheadings and Bullet Points
Adding subheadings and bullet points seems like a minor formatting choice but doing so dramatically improves blog content scannability. Both help break up thick blocks of text, making posts easier to scan.
Subheadings provide clear structure that walks readers through content:
- Adding subheads establishes content hierarchy.
- They spotlight sections for easy skimming.
- Subheadings facilitate navigation within posts.
- Readers will jump to subheads relevant to their interests.
Bullet points also optimize content for scanning:
- They simplify complex concepts and data.
- Visually chunk related information.
- Enable readers to process quickly at a glance.
- Improved memorability from the succinct format.
Avoid walls of unbroken text by formatting posts with generous use of both subheadings and bullet points. The combination improves navigation, hierarchy, and skimming. Readers are far more likely to stick around when posts are scannable.
Effective Use of Subheadings and Bullets
Some tips for using subheadings and bullet points for maximum scannability include:
- Add a subhead every 2-3 paragraphs.
- Place bullets in a separate paragraph from preceding text.
- Limit bullets to one line sentences or short sentence fragments.
- Use parallel structure and consistent grammar for bullets in a given set.
- Summarize key takeaways from sections using bullets.
The strategic use of subheadings and bullets transforms dense posts into pieces optimized for consumption by today’s readers. Make scannability and skimmability priorities by incorporating both elements widely.
Mistake #4b: Not Using Images and Other Visual Elements
Text-heavy blog posts send a reader’s eyes seeking more visually appealing content. Images, charts, diagrams, and other visual elements boost engagement by breaking up blocks of text.
Visual elements enhance marketing posts in several key ways:
- Attract attention – Images serve as visual entry points into posts.
- Enhance explanations – Charts and graphs illustrate complex information simply.
- Convey emotion – Carefully chosen photos impact readers’ mood and feeling.
- Aid memory – Compelling visuals stick in the mind better than text alone.
- Demonstrate results – Use images to showcase product benefits and value.
Posts lacking any visual elements miss opportunities to attract, explain, inspire, and persuade. Moreover, they fail to meet the expectations of modern readers accustomed to digesting information quickly through visual presentation.
Make a habit of asking with each draft: “Where could a visual aid or enhance this post?” Then, incorporate:
- Relevant stock photos
- Custom graphics and illustrations
- Charts or graphs of key data
- Product images
Well-chosen visuals are not just aesthetic but fundamental to conveying and supporting your message at a glance. Don’t rely solely on text – take full advantage of visual elements to maximize communication.
Optimizing Visuals for Maximum Effectiveness
Some tips for using visuals effectively within blog posts:
- Place images every 1-2 paragraphs to facilitate quick skimming.
- Use simple charts and graphs to clarify statistics cited in text.
- Spotlight unique views of products with interesting photography.
- Grab attention with bold or even shocking images at the top.
- Make visuals actionable by including clickable links as appropriate.
- Use custom illustrations and graphics tailored to the brand and content.
- Ensure all visual elements directly align to the surrounding text.
- Optimize images for fast loading with compression.
With strategic incorporation of compelling visual content, your blog posts will become magnets drawing readers in rather than dense walls of text pushing them away.
Mistake #5: Not Linking to Other Resources
Links are not just beneficial for SEO purposes but also provide value to readers. Yet many fail to take full advantage of opportunities to link out to external resources as well as internal content.
Links enrich blog posts in a number of meaningful ways:
- Increase discoverability – Links aid SERP rankings and visibility in search engines.
- Demonstrate authority – Links to reputable sources boost perceived expertise.
- Add value – Links provide access to additional information.
- Facilitate usability – Links enable easy navigation between related content.
- Establish thought leadership – Links showcase knowledge of industry experts and developments.
Despite these advantages, some avoid links fearing that sending readers elsewhere will lead to abandonment. However, carefully chosen links tailored to the surrounding context provide a service readers appreciate rather than detract from your content.
Make linking out an integral practice when producing content. Identify opportunities to link to outside thought leadership and trends as well as internal content where relevant contextually. Both types of links serve readers and support SEO.
Strategic Approaches to Effective Linking
Some best practices around incorporating quality links within blog posts:
- Use keywords targeted for SEO as anchor text for links where possible.
- Link out to data sources, studies, and expert commentary used as references.
- Choose authoritative, well-recognized resources to link to.
- Use links to related internal content to facilitate browsing between posts.
- Link images and graphics to their original source or relevant context.
- Include a “Further Reading” or “Sources” section with external links at the end of posts.
Links demonstrate awareness of the broader digital landscape rather than existing in isolation. Take advantage of opportunities to incorporate links readers will appreciate.
Mistake #5a: Not Linking to Internal Content
Many bloggers fail to take full advantage of opportunities to link internally between their own posts. Doing so provides navigation-focused readers with pathways connecting content.
Benefits of linking internally include:
- Improves discoverability – Helps search engines index and connect related content.
- Enhances navigation – Allows readers to easily follow tangents they’re interested in.
- Supports SEO goals – Internal links pass “link juice” and social signals between pages.
- Increases conversions – Links to product or pricing pages facilitate buyer journey.
- Boosts time on site – Readers consume more content when easily navigating between posts.
Despite these perks, many avoid internal links fearing it constitutes over-optimization. However, when used judiciously, internal linking provides a reader service unaware of existing related content on your site.
Look for opportunities to link to other on-topic posts that share common themes, keywords, or subject matter. This connects your content ecosystem into a web encouraging deeper exploration.
Best Practices for Internal Linking
Some guidelines to integrate internal links effectively:
- Choose keyword phrases relevant to the surrounding context as anchor text.
- Link to older evergreen posts readers may have missed.
- Use links at natural transition points leading to the next logical topic.
- Place internal links in the body text rather than cramming into author bios and headers.
- Include links within roundups and lists of your most popular content.
- Link images and graphics to dedicated posts focused on them.
Internal linking takes some additional effort but pays dividends in the form of improved navigation and increased consumption of related content.
Mistake #5b: Not Linking to External Resources
Failing to link out to external resources is another common blogger mistake stemming from misguided fears about sending readers away. But relevant external links augment content rather than detract from it.
Benefits of thoughtfully linking out to other sites include:
- Demonstrates awareness of industry experts and developments – Position yourself as an authority versed in the field by linking to those setting trends. Mentions confer status.
- Adds context and credibility – Support content and claims by linking to referenced data sources and studies.
- Offers alternative views – Show objectivity by referencing others with contrasting perspectives.
- Provides additional value – Enable easy access to more information via curated links.
- Can strengthen relationships – Linking to other influencers and sites fosters community.
With these advantages, there are ample incentives to avoid the temptation to horde readers through omission of external links. Provide value through curation.
Choosing Quality External Links
To maximize benefits, ensure external links are:
- Contextually relevant and useful – Related specifically to surrounding topic and discussion.
- Current and authoritative – Reliable sources actively publishing on the subject.
- Enriching but non-essential – Supplements your content rather than providing key info readers need.
- Curated sparingly – Include only best, most authoritative resources.
- Followed up with analysis or commentary – Don’t just link and move on – offer perspective.
- No-followed when appropriate – Use nofollow on purely informational or commercial links.
Quality over quantity applies to external links. A few well-chosen authoritative resources are far better than a laundry list of mediocre sources. Relevance trumps all else.
FAQ About Blogging Mistakes Marketers Make:
Here are the top 5 FAQs with 30 word answers for each:
Why is having a content strategy important?
A content strategy aligns blogging with business goals, defines audience and topics, sets guidelines, and measures performance.
How often should you publish blog content?
Aim for a consistent cadence, like weekly or biweekly, that provides fresh content for readers.
Why write content specifically for your target audience?
Tailored content that resonates with and provides value to readers performs best.
How do you improve content formatting and scannability?
Use short paragraphs, ample subheads, bullets, and relevant visuals to facilitate easy skimming.
Why use links in blog content?
Links provide value through improved discoverability, authority, navigation, and access to additional information.
This extensive guide covered some of the most common blogging mistakes made by digital marketers as well as tips for avoiding them:
- Develop a documented content strategy.
- Maintain a frequent, consistent publishing schedule.
- Research your audience and create targeted content.
- Maintain a consistent tone and style aligned to reader preferences.
- Support claims with credible data and real-world examples.
- Optimize formatting for skimmability and scannability.
- Use ample subheadings, bullet points, and visuals.
- Strategically incorporate internal and external links.
While blogging can feel daunting, staying vigilant in avoiding these key mistakes will ensure your marketing blog attracts, engages, persuades, and retains readers.
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I’m Alexios Papaioannou, an experienced affiliate marketer and content creator. With a decade of expertise, I excel in crafting engaging blog posts to boost your brand. My love for running fuels my creativity. Let’s create exceptional content together!