Blogging is an important aspect of most digital media marketing strategies. But it’s one thing to put a blog out there, and another to get people to start reading it. Obviously, high-quality content is important, but there are other things you can do to ensure your company blog is doing its job to help your business grow.
You know you need to blog to help build your business platform, keep your website content fresh, and (hopefully!) gain more clients. So you finally took the plunge, and you are posting to your company blog regularly. It’s been several months now, though, and you realize you only have a handful of followers—most of whom share your last name. Obviously the point of a blog is to reach people and yours isn’t doing that. Why not? And what can you do about it?
You haven’t specifically identified your audience.
Back when I was a publishing consultant, I used to say to my book clients that they could have the most compelling book in the world, but if no one knows about it, no one will read it. The same is true for your blog. You might as well be addressing an empty stadium. Start rubbing shoulders with other bloggers. Create relationships with them. Write relevant comments on their blogs posts. Interact with them. Bloggers are mostly generous folks; if you start posting comments on their blogs and tweeting links to their posts, it’s likely they will begin to reciprocate. It is virtually impossible to have blogging success without reaching out to others.
Your content is lousy.
If what you are writing isn’t all that interesting, people won’t bother to return to your blog if they get there in the first place. It needs to be directed toward your audience (see above) and it has to be good, valuable content. And don’t forget the value of making sure your writing is free of grammatical errors and typos. Ensure statistics are accurate. Lots of mistakes look amateurish and can undermine your credibility.
Your company blog is a well-kept secret.
Are you just waiting for people to stumble across your blog? Make it easy for them to find it by tweeting when you release a new post. Make sure your site is syndicated and set up an email subscription. Post links—relevant only!—when you are responding to another blogger’s post. Include links in your post, either to another blog post on your site or to a relevant article.
Your blog looks unprofessional.
You don’t need to spend a ton of money—or any money—on your blog but you can still make it appealing. Avoid small type, lousy contrast, bad design, and the like. Include an image with each post too; you’ll not only add visual appeal but by using the “alt” attribute and naming your image to match your blog post’s topic, you’ll improve search engine optimization.
You post to your blog only sporadically.
This is one of the most important aspects of blogging success—and one of the hardest. You’ve got to blog regularly—a few times a week…not once a month. Make a schedule and stick with it. Once you start getting traffic to your site, readers will expect regular updates. Don’t disappoint them.
Blogging success doesn’t happen overnight, but with consistent, intelligent posting, you should begin to see improvement in traffic to your website—and an increase in your business’ success. As always, contact us if you need help getting the results you deserve.