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Blog Post: the 6 most common mistakes when publishing

Renan Andrade
Renan Andrade

Jan 19, 2022

blog post

Creating a blog post doesn’t give us goosebumps, but it doesn’t mean it can be done careless. This kind of publishing has an essential role in Digital Marketing and must be taken in account when producing a post. Do you know what is it?Most people think that writing an article is something simple and easy, but it’s important to watch out! And this thought can mislead. When talking about Content Marketing we can be sure about this one thing: no one wants to make mistakes and start over the whole job.

If you are concerned about the online positioning of your EI and want to make a good work over the internet this article is for you!

Let 's go!

What is a blog post and what is its role?

Blog post is one of the parts that integrates what we call Content Marketing - a crucial strategy to the online positioning of any brand.

It’s through it that an Education Institution (EI) has more visibility in search engines, as Google - the greatest one nowadays.

These contents have a more strategic role than just to inform. On them, you can index keywords and, depending on the quality of your article - techniques and concepts - it can be well ranked! 

It is through keywords that people come to your website when searching in a navigator. But, even to do so, it’s necessary to pick them wisely.

Google offers several free metrics on its tool Keyword Planner, such as:

  • Search amount;
  • Related words;
  • Problem on expression ranking - this is an important data, because it indicates that other websites also have chosen words that are well ranked.
  • Even keyword search tendency through months, with the Google Trends tool.

Plus, the organic keywords are considered better than the paid ones, once they earn more visibility on search engines and, as a consequence, they lead more traffic to your blog and website, without investing in ads.

Creating a good post for your blog needs paying attention to the good practices, such as elaborating a regular planning to produce the contents. After all, you can’t reach your goal without planning actions to be done when they have to be done: timing is everything!

Besides that, it’s necessary to keep in mind that your goal must be ranking your article and to do so there are several mistakes to avoid.

Blog post and the 6 mistakes you won’t make anymore!

We made a list with the most common mistakes on content producing.

Pay attention and keep reading!

1. Blog post with a generic theme

An article with a generic theme may reach a lot of people but there is a chance of not catching the attention of anyone!

This kind of tactic can result in a great evasion rate of your blog posts, which means that all of the invested resource in the content production was in vain.

You know that what makes a content to be attractive is the subject it talks about and also being related to the audience’s interests, right?

Well, it’s necessary to answer real questions of real people, after all, why would someone invest time in reading an article that doesn’t add value? It makes no sense.

Pois bem, é preciso responder a perguntas reais de pessoas reais, afinal, por que alguém investiria tempo na leitura de um artigo que não lhe acrescenta? Isso não faz sentido.

Read too:

I want to speak to an expert!

2. Not considering the personas

“I know exactly what my audience thinks, I don’t need to ask them”. Sorry to say, but you are very wrong.

And here it’s important to highlight one more thing: Inbound Marketing is not made by “guessing”. The good news is that there is a way to fix things up: creating personas to establish the content direction.

No risks! Knowing the features of the buyer persona who will receive the post, you can define the theme and proper language to your post.

3. Not consider the purchase funnel

In a similar way to the preview topic, ignoring the purchase funnel is also a very common mistake. The funnel stage not only supports the structure of a blog, but also defines what’s going to be the blog post approach.

Check out a short explanation of the strategy for each funnel stage:

Top: educational posts to attract the user (on the top, people still don’t know your brand)

Middle: more elaborated content to convert (in the middle, people know you, but are not considering if they should buy from you or not yet).

Bottom: subjects related to your brand (in the bottom, there are those people who want to enroll in your EI, but still need that little help to make their final decision).

4. Exaggeration or lack of keywords

Exaggerated repetition of search expression in an article has worked for a period of time, when the Google algorithm was not very smart. But it’s not like that anymore.

Nowadays, there is no more space for tricks, actually your article can be punished if it practices keyword stuffing. In the same way, it’s not an option to ignore the existence of keywords.

The ideal is that the expression shows up once each 100 words in the post. Use it on the heading and in one of the subheadings, as in the first and last paragraphs.

5. CTA missing

Every article is created to fulfill a role according to a stage funnel. Thus all of them must be followed by a Call to Action (CTA).

Remember that the reader - a visitor or a lead - will hardly make a decision if they are not invited to. So, in this situation lies the importance of a CTA.

The call to action can be an invitation to read another blog post or a proposal of purchasing a product or service. Usually, it comes at the end of a post, but depending on the purchase cycle, it can be shown over the article too.

6. Lack of optimization

We can’t talk about blog text without mentioning SEO. You can follow the good practices of content production, avoiding the mistakes we talked about before, but it won’t guarantee that your article will be on the first search of Google. And do you know why? Because it’s missing SEO (Search Engine Optimization) techniques.

The optimization for search engines concerns about the following steps:

  • Search and insert the keywords properly;
  • Link intern and extern posts to your blog;
  • Ease up the reading through readability, that’s to say: shorter sentences and paragraphs;
  • Insert a strong and attractive heading with the main keyword.

See, creating a web text it’s not only good writing!

Practicing has as its background the Content Marketing strategies that, if it’s well applied, work as a foundation for you EI to reach better digital results.

Have you ever imagined your blog post on the top of search? Just follow our tips. Indeed, what do you think about learning more about inbound marketing and how to prospect?

What is Inbound Marketing  and how to prospect?

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