A majority of company blogs are composed of ego-centric articles centered on the company’s products and philosophies. While this strategy is not altogether business-crushing, it fails to build a community of readers that grow over time.
The purpose of business blogging is to attract a network of people who are interested in your content enough to share and interact with it regularly.
Some companies build their blogging goals around what they want to achieve instead of the needs and goals of their audience. This level of thinking creates business blogs that look nice and shiny, but fail to connect with the people they service.
If you want to build a blog that grows over time instead of constructing “space filler” for uninteresting articles, consider these tips:
Know Your Purpose – If you know why you are blogging, the strategies are easier to grasp and community flows naturally. Most marketers start blogging because they feel they will be left out after realizing blogging has become such an integral part of internet marketing and social media campaigns. This line of thinking will get you started and may even help you in the rankings, but it will not build a community of readers.
Focus on your potential readers and what they would want in a blog. Let this be your driving force.
What would your blog readers want to read?
First, identify your audience and their pain points. Create a niche out of your audience’s problems and make plans to dominate it. Unite this with the media in which you excel whether videos, articles, presentations, polls, interviews, or podcasts. In the beginning, try a few different media types to see what your readers prefer. When something works, duplicate it.
Post Content – Avoid boring, repetitive content. Even if the material is unenthusiastic, find a way to make it interesting with stories and creative parallels. On the web, similar topics are published over and over, so any way you can make your content fresh to readers will score points with them.
Participation – Once you gain some traction, invite your readers to comment and participate. Reward readers for commenting and sharing posts. Hold contests and polls and offer readers a chance to gain help and answers to their questions. When you recognize people for their actions, you will create the space for more people to join your community.
Keywords – Insert your keywords naturally throughout your posts and in titles and tags. This will help the search engines identify your purpose so when people search with related keywords, they are more likely to find you.
Guest Post – Guest posting is a great way to gain some popularity. Many blogs allow guest posting with links attached if the content will aid their readers. Read the submission guidelines carefully or contact the blog owner directly.
Never forget WHY you are blogging. Staying centered on the main purpose, which is to met your readers’ needs, will keep you focused on the right strategies that will build a strong community of loyal readers.