Done correctly, blogging is an effective content marketing tool to increase web traffic and build a business brand. New bloggers need to know blogging isn’t a miracle tool; writing consistent, quality content is hard work. Before launching a real estate blog, brush up on these top new blog mistakes.
#1. Blog Topics Don’t Benefit the Business
Creative ideas are great! But the point of blogging is to showcase your real estate business expertise. A blog on the family’s most recent beach vacation isn’t going to cut it. Every blog should have a clear connection to the company at large. If the goal is to boost tenant retention, blog about the area’s best attributes. Stuck on what to say? Gather ideas from others about trends, customer concerns, and new developments.
#2. Wrong Tone for the Audience
Writing a blog is not crafting a research paper. It’s okay to be write use an informal tone. Blogs should have an easy, relaxed pace that makes the text quick to read. Think about the blog’s key audience and aim to write as they talk. A real estate agent marketing to young families would have more casual tone than a commercial agency focusing on business-to-business marketing.
#3. Topics are Too Broad
Starting bloggers often think too big. “Denver Real Estate” is a huge topic to cover in blog form. Dive down into the nitty-gritty of the topics. Write about “Denver Trends in Outdoor Living Spaces” instead. A more specific topic attracts a more targeted audience actually interested in what the blog has to say. Focused posts are usually of a higher quality, which helps with lead conversion.
#4. Disorganized Writing
Brain dumping is a great brainstorming strategy, but a terrible idea for quality blogs. Today’s readers don’t have time for a rambling mess of ideas. Break out that outline and sort ideas first. Readers prefer short sections that are easy to scan for important information. Use subheaders to make key takeaways stand out. Added bonus: search engines love in-text headers! Break up by text using other features like bullet points and numbered lists.
#5. Use Hard Data, not General Statements
Many people like reading blogs, but it’s more powerful to say 60% of users feel more positive about a company after reading its content. Using factual, citable data strengthens a blog’s credibility and positions its company as a market leader. General statements are wishy-washy and take up valuable word space.
#6. Plagiarism Doesn’t Cut It
Early bloggers sometimes give into the temptation to cut and paste. Don’t. Readers can tell when a blog doesn’t sound original. The voice changes, the formatting seems off, there are words used incorrectly. Search engines can tell, too, and penalize the company for plagiarizing someone else’s content. Be inspired, but refuse to steal others’ words.
#7. Forget--or Refuse--to Edit
A blog is an extension of a business’ professional identity. Put your best foot forward and spellchick. See what we did there? Accept that no draft is perfect right away. Take the time and re-read the blog post or find a fresh set of eyes to review before hitting “publish.” Spelling and grammar should never be sacrificed for speed.
#8. Inconsistent Schedule
Six blogs one week, two the next, nothing the third--a haphazard blogging schedule is a turnoff to potential readers. The message is you’re not serious about your content. The same is true with a blog that hasn’t been updated in a long time. Readers see a dead blog and exit away. Maintain a content calendar publishing schedule and stick do it. Fresh, quality content draws readers and is a plus with search engines.
#9. Think Long-term Not Short-term
Beginning bloggers hit “publish” and eagerly start checking traffic statistics. Sure, there could be an initial bump from the subscribers checking in and the social announcement, but in a few days that traffic boost fades. The real benefit from blogging comes down the road. It takes time for search engines to index the blog to drive organic traffic back to the post. Avoid the temptation to give in because traffic is slow. Given enough time, the analytics boost will eclipse the initial release spike.
#10. Call to Action
Let’s face it. You are blogging to grow business. That means your blog must generate something: a lead, a subscriber, a social share. Forgetting to add a call to action is a huge mistake bloggers make. For instance, having a list of subscribers that receive your latest blog post provides a huge initial boost. But you have to ask people to subscribe! Maybe it’s not subscriptions, but an ebook you want downloaded, or a call to action to share with Twitter followers. Ask and you shall receive.
After brushing up on blogging mistakes, review what every real estate blog should do. Read together, new bloggers will be poised to drive traffic, generate leads and create a successful platform.