Have you come across a business blog that is so bad, you just wonder what in the world were the editors thinking? Turns out it is very easy to create a lousy business blog and there are things that you can do to ensure your blog never gets read or instantly turns that prospective Talent away.
So if you cannot wait to kiss goodbye to all your candidates and your hard earned SEO rankings, here are some hot tips to help you get started:
Rave about your company’s products and services ALL THE TIME
That is what your company’s corporate website is meant for and it is NOT something you should be overly promoting on your business blog. Focus on producing content that explains to your readers, a.k.a. prospects, what it is like to be working in your organisation. Share your business successes and how they can become part of it. Tell them what they can expect on their first day of work.
Remember it is not all about you – it is about them as well.
Write in bad formatting
There is nothing more annoying than reading an article that is badly formatted on a tiny smartphone screen (or desktop screen). The average Internet user takes two to five seconds to decide whether it’s worth hanging around a web page and most people do not have the patience to scan through large chunks of copy. Even if your article is talking about an interesting subject, the readers might be put off and bail.
So make sure you break up your text with formatting devices such as headers, sub-headers and bullet points. You should also include pictures too to increase the visual to make your content more pleasing to the eye and easier to consume.
Conforming to the same style
As the saying goes, variety is the spice of life. Having multiple contributors to your employer blog can increase the diversity of the content and keep your blog fresh. Encourage your contributors to write in their personal style too as it can help you mix up the flavours on the blog. This can allow you to reach out to a wider audience and ensure that your existing visitors stay interested.
Write a boring title
Instead of capturing potential readers’ attention, enticing them to click through and read more, and providing a concise summary of what the article is about, a lot of times the title is treated as an unwanted afterthought that an author has to include before the article goes live.
If you think like that – STOP. Here is a little hint: the title of an article is usually the motivating force behind a reader clicking into it and if your title is bland and boring, the chances of them seeing your content is greatly reduced, no matter how fantastic your article is. So put in a bit more effort and make it as catchy as you can (but without resorting to clickbait of course). You can also use this online tool to help you test your titles for effectiveness.
[bctt tweet=”How to turn Talent away from your business blog? Rave abt your products & services would be 1 way.” username=”ATCevent”]
Write like you are doing a corporate financial report
Good story telling is an essential part of an effective blog article. I’m not saying your articles need to be written to the standard of your J K Rowlings or Stephen Kings – they don’t. But you have to at least ensure that the content is relatable and easily understood.
Here’s an example.
Including a ton of spelling and grammar mistakes
Need we say more?
There you go, now you know what you can do to kill interest from your prospective Talent and if you choose to neglect the alternative advice, you could be in for the worst blog ever created awards (if there’s such a prize). Otherwise, hit the reset button and get working on that great blog article that will actually attract candidates to your business.
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