Blogs are one of the most effective way to build trust with your potential clients by sharing your knowledge and experience. Quality content is essential, but writing is only one part of your success. You can have the best blog on the internet, but no one will read it if they can’t find it. So in addition to creating a great looking blog with interesting content you need to be promoting it with the right readers, so they can find your site and keep coming back.
Blogging has always been an essential part of our business’ marketing strategy. In fact our blog started before our business did. It helped us establish our brand, test ideas and to learn from our readers about key issues that they were interested in solving. Some of our blogs gone viral, some got picked up by the press and some were hardly seen. As our number of readers, new and returning, continuously grows, we are still learning what works and what makes our readers find, share and return to our blog:
1. A niche topic
Don’t be afraid to focus on a niche topic – just because it hasn’t been covered before doesn’t mean there is no audience for it. Quite the opposite. Being an expert in one specific area will give your more credibility than knowing everything. Your target audience might be smaller, but it will certainly be more relevant. Make your copy SEO friendly by using keywords relevant to your niche and use language that will resonate with your target readers.
2. Timeless articles
Focusing on evergreen topics makes your blog relevant for longer, meaning long term website traffic and more readers who will benefit from reading your blog. Tips, how-to-guides or guidelines are likely to repeatedly attract readers and will also serve as great content for your social media and email campaigns because they can be used more than once.
3. Answers to questions
The internet is built to provide answers to questions. People constantly search for answers and tips on topics they don’t know enough about. Relate to your potential readers and the way they do their online research and give them useful, practical tips they can learn from and enjoy reading. Position yourself as an expert by using blog titles that make your audience quickly understand that they have found their answer.
4. Clean structure
We naturally scan articles before we start reading. Any content without a structure might look unattractive at first glance if it’s one chunky block of text and could discourage your visitors from reading on. Having a clean structure with paragraphs, subheadings, bullet points or numbers not only makes a blog easy on the eye, but it’s also SEO friendly.
Visuals are an effective SEO tool that will make your blogs look better. Provide descriptions using relevant keywords and avoid using pictures that are too large as they will negatively impact you site’s loading time. With free stock photos available to use, it costs nothing to add a few visuals as a featured image as well as pictures included in your posts.
6. Social sharing
Anyone sharing your post on social media helps you reach new people. Even better, as the share comes from someone they know and trust, it’s more likely to trigger their interest. Allow your followers to easily share your post by adding social media icons to your blog and monitor the mentions. Also allow visitors to easily find your social media accounts by having the icons visible on your homepage so they can follow your company for regular updates.
7. Blog alerts & e-newsletters
Allowing your visitors to subscribe to an e-newsletter or alerts when a new blog goes live gives you extra exposure. Not only are you building a list of loyal readers, but emails can also be easily forwarded. An email also provides a quick reference point and makes it easy for the recipient to revisit your blog.