Business blogging is undisputed as a terrific way to build your corporate brand, your employer brand and personal brand on-line, increase your website traffic and get found in the search engines when people are searching for the products and services that you offer.
However what are some of key mistakes you need to avoid if you want to build a credible business blog? I’m not talking about the mistakes usually referred to such as not posting regularly to your business blog or not engaging in the blogosphere by commenting and linking to other peoples business blogs.
Here are the three mistakes I see business bloggers make:
1. Not branding your business blog – by branding I recommend you look at the following three areas (a) Ensuring that the name of your business blog connects to your business and the services you offer (b) Making sure that the design of your business blog follows through from your corporate identity. There are many low cost and no cost blogging tools available which one of the reasons why business blogging has become so popular. That is fantastic – but please do not scrimp on investing in the design of your business blog to reflect your corporate identity and also making it easy to navigate for the readers of your business blog. (c) Creating content that meets the needs of your target market and niche – consider your blog as a way to represent your unique expertise in your field.
2. Not connecting your business blog to your corporate website – if you have a corporate website make sure that you have a link from your website to your business blog. I do recommend that this link is not just a hyperlink to your blog which is authored on a separate platform. To ensure that you benefit from traffic to your business blog, I recommend that you use a blogging platform such as WordPress.org where you can host your business blog alongside your website.
3. Not adding an about page – you might not realize it but your about page on your business blog or website is the second most likely page that people will click through to. It is important to have details about you and the team authoring your business blog as people want to check out who you are – they are genuinely interested in the authors of your business blog and they are also interested in assessing your professional credibility in the areas you are writing about.
Why not assess your business blog against these common business blogging mistakes and then establish a plan to enhance your business blog so that truly does build your brand?