Social media has become a necessary part of almost all online marketing strategies – but that doesn’t mean that more traditional methods should be ignored. Websites with an active blog have around 434% more indexed pages – which is crucial for SEO, and 94% of people share blog posts that they feel will be helpful to others. In other words, blogging still has a big part to play when it comes to defining your presence online.
If you’re a social media marketing agency, the chances are that you know exactly how to make a positive impact from your social platforms. You probably excel at getting instant attention on Facebook, Twitter, and Instagram, but you might not have the same success when it comes to drawing people to your blog. Maybe you don’t hire writers that know how to portray your personality, or you try to follow the same practices you’re used to on social media.
Either way, a sub-standard blogging strategy could be restricting the overall potential of your marketing efforts. After all, when combined, content marketing and social media techniques can do wonderful things for your brand presence.
To help you learn from the past and enhance your chances for success in the future, we’re going to take a look at the 7 most common mistakes social media marketing agencies make when writing their blog.
1. They Don’t Know Who They’re Writing For
Whether you choose to hire blog writers to get the job done on your behalf, or you simply devote some of your own time as a social media expert to churning out a few hundred words every week, it’s important to know exactly who you’re marketing to, if you want to make a good impression. Trying to deliver a “universal” voice might sound like a good idea on the surface, but the truth is that it can kill your unique writing voice.
While you can easily write social media posts that are vaguely tailored towards a certain niche, in order to avoid boring and generic blog posts you need to really understand what your customer wants to hear about. Fortunately, there’s a solution! Social media marketers can ask their followers on social media what they might like to read about on a blog. Hold opinion polls, do your research, get inspiration from other people in your industry – just be informed.
2. They Hire Blog Writers to Focus Purely on SEO
One of the primary reasons why people hire writers rather than attempting to do the job themselves, is that they know these professionals have a deeper understanding of crucial online factors like SEO. Unfortunately, hiring a writer to focus completely on SEO could be a huge mistake. Not only will it bore the pants off your readers, but it will also mean that your text reads poorly, too.
Customers will be able to see through your attempts to “trick the bots”, and they’ll probably consider your business to be pretty unprofessional too. Check out this example from Neil Patel, for instance:
Then take a look at this blog on page load time from social media marketing company “Shootorder”
While solutions like that used to work for boosting your online rankings, today, they’re just going to get you into trouble – not only with your customers, but with Google too. Sure, pay attention to keywords and phrases, but don’t let a craving for SEO turn you into a bad blogger. Write for the audience first, and optimize for engines later.
3. Their Content is Basically Plagiarism
On social media, you can “re-tweet” something that an influential person has said, and there’s no big deal. You can even basically copy and paste the opinions of other people on your feed, and the chances are that no-one’s going to catch you out for plagiarism. Unfortunately, as social media marketing agencies seem to forget that the same tricks won’t work in a blog.
Blogs are places to make your own personal brand voice heard. Editors and readers can often tell when something has been copied from somewhere else – particularly if your voice no longer sounds like you. Plus, when you copy and paste content, you also run the risk that your site could get penalized by Google – a huge blow to your company’s organic growth.
As a quick aside. If you need some blog content for your agency, check out our guide to Social Media blog content by clicking on the image below…
4. They Hire Writers to Publish Daily
In social media, if you want to stay ahead of the curve then you really need to publish something new on at least a daily basis. However, things don’t necessarily move as quickly in the blogging world. While there’s nothing wrong with social media marketing companies that hire writers to keep their content fresh and updated, there can be something of a problem when you start clogging up people’s email inboxes with constant announcements about your latest posts.
There’s no hard and fast rule about how many blogs you should publish, but it’s a good idea to make sure whatever you post has measurable valuable. Don’t waste your readers’ time with an endless stream of boring posts. One inspirational post a month is worth a million crappy plagiarism-filled posts.
5. They Don’t Use Enough Images
Considering the popularity of platforms like Instagram, you’d think that social media marketers would know better than anyone just how important visual media is in their posts. In fact, statistics suggest that around 74% of social media marketers use visual assets in their campaigns.
Yet, when you visit a social media marketer’s blog, they seem to be constantly devoid of imagery. As important as it is to hire writers who know how to portray the right voice in your blog posts, it’s also worth noting that the average visitor will only read around 20% of the text you post. With that in mind, you better make sure that there’s something else on your website to maintain their attention.
Look at this blogpost by social media company “Wearetraffik”
It might be very interesting and well-written, but it’s hard to read because there’s nothing breaking up those walls of text, except for the spaces between paragraphs. Alternatively, when you read a post from a website like hongkiat, you get constant imagery to help re-engage the reader and move them naturally through the post.
Images, from pictures, to screenshots, and infographics, help to break up text and make it more digestible. No blogger should post an article without considering its visual appeal.
6. They Focus Too Much on Word Count
When social media marketing professionals hire blog writers, one of the first things they’ll do is ask for a specific word count in their posts. While there’s nothing wrong with having a guideline of how much you want to write about a particular topic, there can sometimes be an issue when the word count gets in the way of providing valuable, relevant content.
You might only have so many characters that you can put in a Twitter post, but blogs are far more flexible. The task of a writer shouldn’t be to produce ten thousand words on a topic when there’s only five hundred words of valuable information. At the same time, it’s important not to let small wordcounts restrict creative freedom.
A wordcount can offer a guideline, but don’t let it reduce the value of your writing.
7. They’re not Relevant with Their Writing
Finally, it can be difficult for social media marketing agencies to know what they should be writing about when they first get started with a new blog. On social media, it’s easy to just post quick comments about trending topics, but with blogs, you need long-form, thought-out pieces about specific things.
Often, choosing to hire a writer can be a good way to overcome this problem, as writers seem to have endless sources of inspiration when it comes to finding useful and relevant ways to share information on almost any blog. However, don’t be afraid to look around and see what other agencies in your niche are writing about. This isn’t an excuse to plagiarize, but one of their blogs could give you the starting idea for a new and fresh topic that you can publish that’s still relevant to your niche.
If you need help with your agency’s blog – check out our service options here: Blog Writing Services.