6 Blogging Blunders

Ready to start blogging? Adding a blog to your site can be an effective way to keep your website content fresh, whether you're trying to impress search engines, prospects, or both.

Don't make these 6 common blunders that can turn off your readers before you even get rolling.

1. No linking.
   Blogs aren't a one way street. Readers expect you to give them a quick overview of a topic, and then point them to related websites for further reading. That means giving them lots of links.
   
   At a minimum, you should link to any place that inspires you to write, whether it's a newspaper article or just something you stumbled across on the web. What else can you link to? Websites with lots of authoritative content are good choices. Linking to related pages on your website is a good idea, too.
   
   For a peek at some real linking prowess, visit Grokdotcom.
   
   
2. Unfriendly formatting.
   Long, unbroken paragraphs are tedious to read online. That's old news to anyone who's been putting their content on the web. But it's even more true with blogs. Readers are used to getting "bite-sized" pieces of content. And most blogs list several posts on a single web page - a format that practically demands people reach for their scrollbar.
   
   "Chunk" out your text into easily scannable paragraphs. Keep paragraphs to 3 to 4 lines, maximum. This makes your content more appealing to short online attention spans. The exception is when you are quoting a lengthier passage from another article or press release.
   
   Bold and bullet list relevant info to help people see your point, faster. Adding relevant images also helps your posts become more visually engaging.
   
   For some super reader-friendly formatting, go to the Small Business Commando News.
   
   
3. Not offering anything of value.
   Nobody will read your blog if you only post fluffy, superficial content. If people don't feel you're worth the time they spend after a couple of visits, they'll never come back. Impress them the first time around by consistently posting valuable content.
   
   What do blog readers like? Posts that introduce something new, offer a new perspective, or provide a moment of humor.
   
   For a good value-added blog, check out John Jantsch's Duct Tape Marketing blog.
   
   
4. Not getting personal.
   Personal dialog is the hallmark of the blog world. The most cherished blogs invite readers in by writing in the first person, addressing readers directly, and sharing the writer's unique perspective on the subject.
   
   Get personal by using your real name when posting - not "The XYZ Agency." Include a photo so readers can see the person behind the post. And when you're writing posts, don't worry about how your prose will stack up against the journalists at The Times. Instead, just be yourself.
   
   For a personal approach in action, visit Seth's Blog.
   
   
5. Not updating enough.
   Do you need to post every day? Not necessarily. Finding the time to write good content daily can be a challenge without a dedicated blogger on your staff.
   
   But to keep things fresh, you should plan on posting at least once a week, if not more. Remember, not every post needs to be "breaking news." A personal anecdote can be just as helpful - and just as engaging - as a piece of cutting-edge commentary.
   
   Vertical Response does an admirable job of posting every couple of days to keep their readers engaged.
   
   
6. Disabling comments.
   This is a big one. Blogging is a dialog. That means your audience can respond to what you wrote. Invite commentary by allowing your audience to post their own comments, or pose questions.
   
   Some bloggers turn off the commenting function because they're worried about negative opinions being aired on their blog. A better approach is to moderate comments. Any reader is free to submit a comment, but it won't be seen by the rest of the world until you approve it.
   
   What to do if a reader criticizes what you wrote, or expresses an opinion you don't agree with? If their comment is angry, insulting, or downright offensive, feel free to delete it. But if their comment is well-reasoned and respectful, it's better to approve it. Then respond in a comment of your own - making sure to be well-reasoned and respectful yourself.
   
   See a lively blog conversation by dropping in on Guy Kawasaki's blog.

Want to learn more? Check out John Cass' brand new book, Strategies and Tools for Corporate Blogging.

Keep these blogging best practices in mind before you publish your next post. Interested in starting your own blog? Read my advice here.

- Jeremiah Desmarais, Vice President of Marketing, Norvax. Questions or comments? Email him at jdesmarais@norvax.com