7 Ways to Drive Traffic to Your Company Blog
One of the biggest challenges a company has is posting content that works in harmony with its online media programs. Gaining momentum with readers who are interested in reading each blog post and being truly informed and engaged—not to mention gathering new prospective customers—is not an easy task.
There are multiple problems that can lead to lackluster results, but usually there are two culprits: weak content and a lack of consistent publishing. If you are in charge of a blog then you know once you start—be it daily, weekly, twice-monthly or monthly—it’s not easy to consistently publish on time, every time. If you have this responsibility, I feel your pain.
Here are seven ways to ensure that your blog has a fighting chance of being read and appreciated by those you are targeting:
1.) Define the specific goals you want to achieve with your blog posts.
What is your primary goal? Is it to create a strong thought leadership positioning, define your company as the content expert in your industry, or provide a wide range of industry references and topics to attract new prospective customers? These are three specific goals. They work best when one of them is selected and all of your content is driven specifically by that one goal, whatever it may be.
2.) Define your team.
Predetermine who is going to write the blogs, who is going to edit them, and who is going to ensure that each blog remains true to your specific blog goal. Not having this sorted out before you start will add layers of pain and frustration.
3.) Define your audience.
Who are you really talking to? Set up a conversation with your audience and tell your story by providing the information you know they need to ensure your blog is relevant to their specific needs. I often suggest writing a blog as if you are talking a person who is in the room with you.
4.) Define your niche.
The more specific the niche you write for, the more intensive your blog posts can become. That will position your company in that one deep content area and create a resource for your readers to consistently rely upon.
5.) Define the voice you are going to write in.
This is particularly important, if you have multiple writers who share writing responsibilities. Writing in the same voice with the same tone will build a cohesive voice that your readers will get to know and appreciate. You need to decide If you are going to use humor, scientific facts, etc. Whichever tone you choose, you need to be interesting to read, not boring!
6.) Define your blog’s relevance by sharing your personal experience.
If your blog talks from a ‘corporate speak’ voice about your organization, then readers will perceive a sense of hiding and potentially conclude it’s not relevant. However, if you talk from your specific experience, a higher level of authenticity will come through. You can never underestimate the importance of sharing personal stories.
7.) Define you editorial calendar.
Create an assortment of topics you would like to write about and put the tasks to pursue. This will keep your blog’s content on track and ensure each of your posts hits the specific strategic topics you want to cover.
These seven ways will bring true definition and added value to each of your blog posts and blogging program. They will also keep you on track as you pursue writing interesting blogs; the main goal is to keep your target audience looking forward to reading your blogs.
Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.