If you’ve got a website then there is a good chance that it has a blog as well. That’s great if it’s providing valuable information to your audience but if not then it’s just taking up space. Most modern businesses will have a blog on their website but a large percentage will not have a clear reason why or a definitive strategy in place to allow them to make the best use of it.
So what do you need to do to make your blog stand out from all the others in your niche and send it straight to the top of the class?
Become an Authority
The purpose of your blog should be to provide advice and information that your target audience/customers will find both educational and interesting. In this way you will be aiming to become a trusted source of information within your industry aka an influencer. Your blog posts should not only be insightful and interesting, they should also shed new light on existing topics and give the reader something new to think about otherwise you will just be churning out the same information as countless other blogs in your niche.
One sure-fire way to attract visitors to your blog is to provide answers to questions that are often asked by your target market. Research tools such as Google’s Keyword Planner are a great way to find out which questions people are asking and with how much regularity. If the same questions are regularly being asked then that is a strong indicator that there aren’t sufficient answers available for them. If you can provide the definitive answer to your target market’s questions then they will be more inclined to return to your website in the future and trust that you are an authority within your niche.
Reach Out to Other Influencers
Creating content for your blog can also allow you to reach out to other influencers within your industry and build relationships with them. If you spot a article on a subject that you feel would be a good reference within one of your posts then you can link to it and back up the points you are making. This acts as a huge pat on the back to the author of that article and makes it a lot more likely that they will share your blog post with their own followers and even link to your website in their future posts. This way you are providing more credibility to your posts, exposing them to a larger audience and building relationships with other industry influencers at the same time.
Promotion is Everything
Writing a great blog post is only half the battle, it will all be in vain unless you can get it seen by as many relevant sets of eyes as possible. Social media promotion is the go-to for most bloggers but there’s more to it than simply posting a link to your post on Facebook, Twitter and LinkedIn pages. This will help drive traffic to the post providing you have a strong following on these networks but it’s important to prepare beforehand so that you post attracts as many clicks as possible when it appears on social media.
Try to add an attractive image to go along with your post to catch the eye of potential readers and think about keywords, they play a vital role in your click through rate. If you are providing answers to popular questions then be sure to include the keywords being used to ask them in the title of your post. Using popular keywords in hashtags can also play an important role in getting your post in front of the right audience. Use your network of industry contacts to promote your posts on your behalf and don’t forget to let anyone you may have linked to know that you have done so to give them a chance to share it with their community.
Be Ready to Engage
Be ready for a discussion to ensue once you have shared your blog post with the world. It’s important to remember that you are not simply creating a post to be shared and then forgotten about, a good post should start a discussion within your community and you need to be ready to provide follow up answers and engage in these discussions. Once you have attracted visitors to the blog then you can engage with them even further by including a “Lead Magnet” which is something that encourages the visitor to engage with (usually a whitepaper or ebook with further information) to gather their email address and become part of your email list for future content promotion.