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professional services marketing

5 blogging pitfalls and how to fix them

Posted by Laura Sheahan on Sat, Mar 05, 2016

5 blogging pitfalls and how to fix themCreating remarkable content is one of the core components of inbound marketing, and one of the best ways to generate a steady flow of fresh content is by publishing a professional services blog.

Research indicates companies that blog generate 55 percent more website visitors, 97 percent more inbound links, and have 434 percent more indexed pages than companies that don’t blog. Still, while many firms are starting to recognise the powerful impact a blog can have on business success, that doesn’t mean they’re all doing it right.

Here are five blogging pitfalls and how to fix them:

1. Not integrating your blog with your website
Publishing your blog on another domain, separate from your company’s website can be damaging for several reasons.

Easy fix: The ideal home for your blog is on a sub-domain of your main website. Effective blogging will drive more visitors to your business website as it will improve search engine optimisation (SEO) on your website. By integrating your blog with your website you are better able to provide a more consistent user experience and stronger brand perception.

2. Publishing infrequently/inconsistently
Through blogging, businesses are able to attract the right types of clients and share information with current clients. Research shows that businesses that blog 16 to 20 times per month double their traffic versus those that blog fewer than four times per month.

Easy fix: Consider sitting down to create an editorial calendar to keep you on track for regular publishing.

3. Not promoting your blog
Are you taking advantage of the power of social media to increase your readership and influence?

Easy fix: Spend more time building your reach on social media and promoting your content there. This means more exposure, more clicks, and more website visitors. Tweet links and post content to Twitter, Facebook, LinkedIn, and other social media sites your audience populates.

4. Not sourcing content
A one-track blog that offers only one person’s perspective may result in an uninteresting, unsuccessful blog. Consider other content sources to keep your blog frequently flowing with great content.

Easy fix: Aggregate resources from other websites around a hot topic (content curation), encourage your employees to contribute to your blog, and welcome guest bloggers to your site.

By creating and curating solutions-focused content, you’ll provide value and build brand trust with your prospective clients.

5. Ignoring the numbers
If you’re blogging away, but you haven’t stopped to analyse your blog’s success you won’t know whether your efforts are paying off. By failing to analyse your blog’s effectiveness, you’re ignoring information and data that can take your blog to the next level and increase its effectiveness.

Easy fix: Analytics can be helpful in determining which topics, titles, and types of articles are working – or not working – for your blog’s audience.

Are you thinking about abandoning your blog because you aren’t seeing any significant results? Don’t give up! You’ll be missing out on a valuable opportunity for lead generation and new customers. Building a successful blog takes time, effort and commitment but it’s worth it.

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This blog was written by Laura Sheahan

In her role as Strategic Communications Director at imageseven, Laura manages and develops the company’s European business, drives imageseven’s corporate marcoms, and continues to work with many of her clients in Australia from the Emerald Isle. Outside the office, Laura can be found with friends, on a green perfecting her golf swing or tennis serve, trying out Cork’s trending eateries, or checking out the high street.


Topics: Inbound marketing, Website, imageseven, SEO, Branding, Communication, Professional services marketing, PSM, Blogging