The other day an industry friend of mine asked an interesting question on LinkedIn: What are the essential Do’s and Don’ts to ensure having a successful business blog?
That got me thinking about the best way to supercharge your business blog so that you’ll see as much success as possible. I quickly came up with seven things that you can do fairly easily that can really make a difference in the effectiveness of your business blogging.
Here’s what I came up with.
1. Post Consistently
Pick a posting frequency, ideally at least a couple times a week, and then be consistent about it. Doing so will build the habit of posting regularly. That’s important because posting to your blog is something that sees the most benefit to your business as you compound consistent effort over time.
Too many people set their blog posting ambitions too high and then when they miss one or two posts (because life does have a tendency to get in the way) it is just that much harder to get back into the swing of things. Those folks have a start/stop approach and often go for weeks or months at a time without posting. And then they wonder why they aren’t seeing the results they hoped for.
It’s much better to set a more modest schedule and meet it. You can always increase your efforts once you get into the swing of things.
2. Create Scannable Content
People have different reading patterns on the web than they do on the printed page. They tend to scan down web pages rather than read every word.
Give them what they want! Break up your content with shorter paragraphs, headings and bullets. Add images. Incorporate video. Making your content more scannable and you will get more traffic.
3. Organize Around Keywords
Choose a handful of the most important keywords for your website and organize your content around them. WordPress makes it easy to use those as your blog categories. And organizing your blog this way give you several advantages:
Strengthens Search Engine Optimization
Helps visitors find what interests them most
Keeps you focused and on topic
Jogs your brain when you are have trouble thinking what to write
Good tight categories will make your blogging easier and more effective at the same time.
4. Blog On Your Main Business Website
Just having a blog to support your business is a huge part of any social media strategy. And the best option for attracting new customers to your business is to have your blog right on your main business website. I recommend my clients put it in a sub directory.
For example: companyname.com/blog/
That way all of the traffic attracting benefits are focused right on your main business website rather than diluted elsewhere. It will help your site rank better in the search engines, make you easier to find so you attract a bigger swarm of traffic to your site. And it is easier to convert those website visitors to customers since they are already on your main business website!
5. Write Compelling Post Titles
The title of your posts should draw people in. The whole point of the title is to get people to read the first sentence of your post. Your title is what will show up in the search engines. More compelling titles get more click throughs and more traffic.
Put a little effort into your titles. For example, which of these titles is more powerful to you:
The Do’s and Don’ts of Business Blogging
7 Easy Tips to Supercharge Your Business Blog
You can have the same exact content in two posts with those two titles and the second one will get more traffic.
6. Be Engaging
Write like you are a person talking with other people. It is OK to share some of your life and what goes on day-to-day in your business with your audience. Corporate speak and formal press releases have a purpose. But in your blog they are boring.
Using a conversational tone
Covering a variety of topics within your niche
Weave in humor
Interact with your audience. Be active in the comment section of your site.
The idea is to pull the curtain back just a little so that folks see that there are real people behind your business.
7. Market Your Blog
This is critically important. Build time into your schedule to market your blog. You’ve got to put some effort into steering people to your blog posts so that they actually find the great content you are creating. Here are some ways to market your blog.
Leave value adding comments on other blogs in your niche
Tweet about your posts on Twitter
Share your blog posts on Facebook
Add your blog’s feed to your LinkedIn profile
Link to your blog in your email signature
List your blog on your business cards
Really the list of ways to get the word out about your blog is endless. Just understand that some effort marketing your blog is important so that more people will learn about it. In fact it’s a good idea to spend as much time marketing your blog as you do creating content, especially when your just getting started.
If you do all that your business blog will get way more traffic than those who aren’t as focused as you are. And that’s good for your business!