Owning or writing for a blog is a rewarding experience, for me it has provided windows of opportunity, increased conversions for the people I work for and with, as well as skills I now consider essential for any webmaster, blogger or business owner.
I was hoping to touch on a document I discovered this week published by eMarketer it is a survey which correctly places blogging as the most effective ‘social media activity’ for both B2B and B2C websites, a statement which is music to my ears and a good reason you should build your blog.
Blogging is still an important activity, which much to my frustration is overlooked by many businesses for one reason or another. To name a few common reasons blogging gets ignored: there is no time, the benefits are not clear or the results are not instant. Blogging does take time, a critical mass is needed, everything requires hard work or cash and benefits should be measured and assessed regularly.
I’ve put these tips together to help you, your brand and your business get out there get blogging and be better at it.
Firstly: Consider Your Goals
Attracting a new audience: Your business always needs to be growing. You need to grow your existing opportunities and create new ones to deliver your message to new readers. Your blog can be a focus of these efforts.
Maintaining your current audience: A good strategy is to build up a two-way network of communication through Twitter, Facebook, LinkedIn and additional social media outlets such as YouTube or Pinterest. Once you get an engaged audience, you can send them to your blog for updates, more in-depth content and perhaps sneak in the occasional product?
Introducing new products or services: Social media can give hints of what you are selling, but a blog can be more of a total immersion experience of links, videos and other rich content to get your audience excited.
Build on social media contacts: Consider the blog as your broadcast channel where the bulk of your most important content resides. With this formula, you can use your Twitter, Facebook and even Pinterest posts like commercials to promote your work, sending people directly to your site. If someone follows you on Twitter, utilise this to your advantage, make them come to your blog.
Build Blog Work into a Routine
Set up a calendar for entries: A steady stream of information from your business can demonstrate that you are engaged and actively promoting your work with confidence. Also, the more your site becomes a regular standard reference for your work, the better your rankings may become on search engines and the more long tail keywords, increasing the number of visitors coming to your blog.
Maintain consistent schedule of entries: Set a time where blog items are released during the day based on online metrics of when readers check in to read your items. You can use Facebook’s simple measuring tools on its site with your promotional links to get a sense of the numbers and best times to post on the blog.
Don’t forget to interact with readers: Feedback is critical to tap into your audience’s preferences and to find out what type of blog entries may resonate with readers. You can build future blog topics from these conversations or request feedback to see what readers would like to read more about from your business.
Always be Planning
Follow up with topics of reader interest: Once you gain more insight on reader views, your blogs can be tailored to respond to these topics, locking in your current readers and perhaps gaining a wider audience. If one reader wants more information on a topic, chances are other readers want the same information.
Consider guest blogs from readers to show customer appreciation: If you have some readers who appear more engaged than others, you might reach out to them for a guest post. This is something we do for our clients, like Aon. Guest posting could be enlightening for your readers and show that you value your audience.