Tag Archives: Blogging

5 deadly sins of brand blogging

how-to-start-blogging-for-your-business-For brands and businesses of all shapes and sizes, blogging has basically become a necessity at this point.

From improving SEO to attracting leads, there are many benefits of having a blog. When done right, blogging can be very effective (key phrase: “done right”). This means that as a blogger you must stay away from the five deadly sins that may be causing you trouble.

Not understanding your audience

The key to being successful in marketing is understanding your audience and how you should be communicating to them. Depending on the industry you are in, your customers will have different attitudes. Your voice and tone will be much different if, let’s say, you’re a financial service company writing about personal finance compared to a real estate business giving DIY home improvement tips. If you have a solid understanding of who you’re talking to, it’ll be much easier to figure out what you’re writing about and how you’re writing it. Research your target audience enough so that you are able to create content that is relatable and valuable to them.

Not having an editorial calendar

If you have a blog but don’t have an editorial calendar, stop what you’re doing right now and create one! An editorial calendar is crucial for organizing your ideas and being consistent with publishing. Fortunately, this is a mistake that is easy to solve. You can make one using Microsoft Excel or Google Sheets and share it with your content writers or the marketing group for feedback. An editorial calendar allows you to plan out the topics you want to cover over time and also holds you accountable for taking action. It’ll also make things easier for you because you won’t have to spend time cramming for ideas and staring at a blank screen. Your ideas will already be laid out for you!

Producing boring content

People like to be entertained, or at least interested in what they’re reading. Now that your editorial calendar is created, don’t treat creating content as a chore. If you are writing blogs simply for the sake of producing content by a deadline, your audience will be able to tell. Write about things that will engage, inform or solve a problem. Start by creating blog titles that will spark interest immediately. Say it in a way that will grab their attention and make them feel empowered to listen to you. If your content is boring, people will skip over it and stop visiting your blog.

Not promoting your content

Now that you have written your content, don’t let it stay stagnant. Part of earning brand recognition is promoting yourself well. The easiest way to promote your content is by sharing it on social media. Encourage your audience to join the conversation to get more people talking. You can also reach out to social media influencers and ask them to share or promote your content. This is a great way to catch the eyes of people who otherwise may have never seen your blog. Promotion is a key step that cannot be forgotten when blogging.

Being impatient

Lastly, it is important for you to realize that success takes time. The traffic to your site will not instantly triple overnight and you won’t jump from the third to first page of search results on Google. Be patient when blogging because your skills will only increase over time. As cliche as it sounds, practice does make perfect. Don’t get frustrated or discouraged if your blog isn’t doing as well as you would like. Keep on writing, because eventually your hard work will pay off.

About Lauren Usrey: Lauren is a student at the University of Texas at Austin and a marketing communications intern at Manzer Communications. She supports clients with social media, blogging and tech PR activities. Manzer Communications has offices in Austin, Denver and Houston and provides digital marketing and PR services for tech companies seeking rapid, sustained growth. Some of the services provided include content marketing, social media strategy and ad buys, email marketing, and media relations.

Five reasons you need an editorial calendar for your brand blogging


Most corporate marketers understand that blogging is a leading content marketing activity for B2B brands. It’s perhaps the best tool for establishing thought leadership, driving website traffic, improving organic search engine rankings, and generating leads.

The key to effective corporate blogging is consistency and frequency. According to Hubspot, B2B companies that publish 16 monthly posts get 3.5x the website traffic as compared to companies that publish only occasionally.

This volume of content creation requires preparation and hard work. How do you make sure your blog is continually fed quality content? With an editorial calendar!

In simple terms, an editorial calendar is nothing more than a written schedule of the specific content you intend to write and publish for the upcoming month, quarter or year created in advance. The process of building an editorial calendar is called “ideation,” a fancy word for brainstorming.

Here are five reasons you need an editorial calendar for your corporate blog:

Roadmap for content production

It’s important for the blog manager to layout a roadmap for all writers. This roadmap – which includes a list of the specific post titles you intend to write — generally covers time periods ranging from monthly to quarterly or even yearly, depending on how much time you can devote in advance to ideation.

The vast majority of the content outlined in your editorial calendar should be entertaining or informational in nature. Ten to 15 percent of your blog posts, however, should be promotional with strong calls-to-action for other content (white papers, eBooks, webinars) that can take the prospect deeper down the sales funnel. The goal, however, is to not alienate your readers with too much blatant promotion.

Maintain corporate tone

Every organization has a somewhat unique voice – your corporate tone. An editorial calendar is the right tool for helping establish the corporate tone of your blog. In setting the tone, you should follow your company’s overall brand guidelines and identify the primary buyer personas to whom you want to appeal. Once that’s accomplished, the editorial calendar helps ensure you are writing about topics of interest to your buyer personas with a corporate tone that is consistent with the overall brand. In other words, if you work in an enterprise software company that serves the financial industry and appeals to VPs of technology, then the corporate tone you ultimately adopt should be professional and focused on the big-picture so the executives can see the value of your solution to their company as a whole, not for the network administrator’s daily work flow.

Delegation of tasks

An editorial calendar is as helpful to a small company with one blogger as it is for marketing managers with large teams and multiple contributors. One of the biggest challenges in working with a large team of writers, however, is in setting and enforcing multiple deadlines across a large team that could be staffed with both internal and external contributors. An editorial calendar allows you to specify the content to be created, manage writers and ensure deadlines are met.

Content diversification

Variety is the spice of life – and your corporate blog. As such, your editorial calendar should reflect content divided in various categories driven by what is of value to your primary buyer personas. Group your content ideas assigned to these categories and buyer personas, and if possible, keep a tally of how much content you are producing for each of them and what traffic each post generates.

To get and keep more readers, you need a few different types of content – news, opinion, surveys, promotions, infographics, etc. This ensures the content on your blog doesn’t become predictable and boring. A well-planned editorial calendar helps make sure you’re producing a steady-stream of diverse content, reaching as many people as possible in the process.

Transparency and accountability

Like most corporate activities, transparency is important to a successful blog. Every contributor should be able to see clearly what content is planned for the upcoming weeks and months and who is responsible for each piece of content. A well-maintained editorial calendar facilitates this level of transparency and helps your team stay focused on your blogging goals.

It’s important to remember that an editorial calendar is a fluid, living document. It is meant to be regularly updated to incorporate new content ideas as business circumstances change. But with a pre-planned calendar of content, you’ll work smarter, not harder, at building the long-term success of your corporate blog.

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