Whether you use blogs for personal or business reasons, you invest a substantial amount of time and energy into making it a good read for your visitors. So how do you maximise the return on your investment and ensure that your content is reaching your target audience? Here are a few tactics that work for me:
You can have the best blog on the internet, but no one would read it unless your readers know about it. And they won’t know about it unless it’s visible, shared and talked about. Use the power of social media to create a buzz and let your readers to spread the message. The reach is epic – both in volume of readership and geography. Use different types of content and social media platforms for expanded reach. Content shared on social media works on a snow ball effect principle – once one person interacts it will trigger a whole chain of interactions.
Always use visuals for your social media updates – text heavy updates are more likely to be ignored. People also tend to form an opinion on what they see before reading on so it’s essential to keep your reader`s attention. To maximise the benefits of social networks, make your blog easy to share via social media buttons.
SEO friendly content
With search engines constantly looking for ways to improve content visibility, you need to keep an eye out for new trends and tactics. Increasingly, with search engines adapting their communication styles closer to the way we search for content, key words are being replaced with sentences and questions. Use long tail key words such as “how to write a blog” rather than just “blog”. The volume of these is lower, but as they are more specific, the likelihood is that they will be more relevant to those who will find your blog.
Look at your Google Analytics stats to see what’s working and what needs changing – looking at highest and lowest bounce rates is a great place to start. Data is objective and will help you to make improvements based on reality. If you are unsure about the right keywords, try Google Keyword Planner for some tips. Be sure to use relevant text in your URLs, meta tags and picture ALT tags – these all make your content more searchable.
Give your readers the option to subscribe to your blog. Advertise blog subscriptions as well as send out specific emails that are linked to a segmented audience. Of course this is subject to having a big enough database of subscribers and content. If relevant, these recipients are likely to share what they read with their peers whose interests are close to their own. Make it easy to share and direct your readers where you want them to be.
Get others involved
There is nothing more powerful in the world of marketing than word of mouth. People talk and the more people the quicker and wider the message is spread. Get your friends and peers involved in writing blogs. Or write them together. The authors will naturally take ownership and talk about their contribution to their networks. This will then trigger more and more interest – and then it’s all back to the snowball principle.