How’s your blog doing?
Are you posting at least once a month? (Once a week is better and four times a week (!) is best for SEO purposes.) Are you providing your prospects with quality posts, filled with the answers to their questions and concerns? You are, but you’re concerned you’re not getting as many new blog followers as you think you should? Well then let’s talk about how to attract new blog followers.
Figure out for whom you’re really writing.
Of course, we know that you know that you’re writing for prospects (aren’t you)? As in, you’ve researched who your perfect prospects are, you created personas for each of them and you’ve ascertained what questions and concerns they really have regarding the problem they’re facing and/or the goals they want to achieve. And don’t forget to research the keywords your personas use and sprinkle those phrases within your posts so that prospects will find your post when they use those keywords in a search engine.
If not, if you’re just writing any old thing willy-nilly whenever inspiration strikes (posting to a regular schedule is key), try the suggestion described above and see what happens. If you’re truly answering prospects’ questions/concerns you should see a good uptick in followers.
Change your posts up by publishing different media.
Most blog posts are just like this one: short articles that engage and inform. But consider publishing podcasts, infographics, videos, a SlideShare or two, even an inspirational quote. Content creation doesn’t always have to be a 500- to 600-word blog post.
Write for your personas’ personalities.
Yes, chances are you’re writing for B2B prospects, but even B2B digital marketing is marketing to people: the decision makers who will choose from which vendor (if any) they will purchase a service or product. And, people do like to read posts from authors who “get” them. Do your personas like to read articles written in a professional tone, or do they prefer a more casual approach to writing?
We, for example, have decided that the readers of our own blog have a good sense of humor and appreciate a bit of irreverence in a blog post. Hence why several of our posts are, shall we say, a bit wacky?
Don’t be afraid to add funny memes and/or professional stock photos to your posts (you should have at least one photo or illustration in each post, by the way).
Keep paragraphs short-ish (no more than three of four sentences). Use bullet points for lists and sprinkle boldfaced subheads in each post. Posts should be no fewer than 350 words. While average length should be between 500-750 words. Although, if you’re writing on a detailed subject about which you’re certain your personas have a deep interest in, posts between 1,000-2,000 words also work well. As long as you stay away from fluff and provide meaty and valuable information.
Broadcast your posts on your social media channels.
Make sure you publish links to your blog posts on your social media channels. While it’s becoming ever more difficult for a business’ social media posts to show up on followers’ feeds without advertising (particularly on Facebook, on which you pretty much have to pay for advertising in order to get your post seen), it’s still worthwhile to post on your channels for the chance that more people will see your content, click on the link and read your blog post.
Content Creation Can Be Fun – But Writing Blog Posts DOES Take Time
If you’re a one- or two-person marketing department your time may be better spent creating your company’s digital marketing strategy instead of writing blog posts. If that’s the case, let Ingenex Digital Marketing write your posts for you.