November 25, 2011 Success Factor for Corporate Blogs
Blogs, born from online diarists and citizen journalists, have gained a lot of traction as a business tool for the delivery of serial content, both on website and through an RSS feed. They can be used to connect with audiences and to inform them of the business’ current activities and future developments.
One of the most appealing things about blogs is they tend to be less formal than most other forms of content. Blogs are not press releases issued by a business; they’re written by a person with a face and personality. They’re fantastic way to “humanize” a business since they take on the voice of the author, not the business.
There are a lot of things you can do to improve and maximize your blog readership :
1. Post on a regular basic
There are no defined rules when it comes to posting frequency. But because of the real-time nature of web content over print, readers expect new posts on a regular basis. This means, at the very least, once or twice a week – not once a month. The most important factor is that you blog on a consistent schedule. It takes time for a business blog to build momentum, pull in readers and create a loyal following. Be patient and try not to get discouraged if the progress seems sluggish. Slow, steady and consistent wins the race when it comes to blogging.
2. Cater to your audience
Match the tone and content of the blog to your core audience. If your primary readership is comprised of hip graphic designers, don’t write like the CEO of an insurance company. Just be yourself, readers follow blogs because they enjoy not only the topic, but the personality of the blogger. If you fake it, readers will know. Unless your blog is meant to be formal, write like you are speaking with a close friend. If you want your readers to continue reading, put your subscription options in an easy-to-find place. You can also attract more subscribers by offering multiple options. Make a point to invite your readers to weigh in and share their opinions in your comments on every post. And when they do have something to say, acknowledge their comments, even when their point of view differs from your own.
3. Stay on Topic
Every blog should have a central focus. The more useful the information you post, the more readers you will attract and the more likely they will become regular readers. Sometimes, all it takes is a little controversy to get your blog on the map. Don’t be afraid to take a stand on a hot topic in your industry, and then encourage discussion in your comments.
4. Willing to go off-topic
It is good to have a clear focus when it comes to your blogging topics, but too much of anything can be a turn-off. Be willing to introduce new topics or a new way to look at a common topic to add interest and increase engagement.
5. Keep it Short
A blog isn’t a book. Some readers might not have time or the patience to read lengthy entries, so unless it’s time sensitive, split it up into multiple posts. Try adding images to see if it changes your pageviews. You can even consider throwing in an occasional video post to add a new level of interest.
6. Promote and Share
Don’t expect your readers to catch every single post you write unless you’re reminding them that your blog exists. Share links to your blog in social media, on your website, in your newsletters and even in your email signature and encourage people to click through.
7. Share a little bit of You
Your business blog may be about business, but that doesn’t mean there isn’t a place to mention your personal life and experiences. Many times an anecdotal post can attract a new type of a reader, and give your consistent readers a peek at a new side of you.
Tags: blogging, business blog
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