I’ve already mentioned in Part 1, Part 2, and Part 3 the importance of your company blog, and by now I hope I’ve convinced you of this. If not, here’s another statistic: Nearly 40% of marketers see blogs as the most valuable content for their company.
Let’s keep going.
16. Be Bold
Sometimes it takes a long post to make a point. Bold the main points, key phrases, and embedded links to make the post easy for readers to scan through or for new readers to quickly determine if what you have to say is of value. If they just see a mass of words, chances are they will move on. One other thing, use black for bolded text even if your blog’s copy uses another standard color.
17. Have an Editorial Guide
Many of you may have several people writing posts for your blog. An editorial guide that addresses grammar, punctuation, formatting and many of the items in this series will get everyone on the same page. And if you’re the designated blog editor, this will make your life easier too. (If you’d like an editorial guide template leave us a comment, and we will send you one.)
18. Be Consistent
Don’t be sporadic in your posting. If readers can expect a new sales tip every Monday morning, then they will show up every Monday morning looking for it. Having an internal editorial calendar is the best way to manage this. Share it will all contributors and put in your editorial guidelines standards for when posts are due (I suggest a week prior to the planned publish date). Keep a few extra posts in reserve to fill last-minute gaps. By the way, Google likes fresh and frequent content; a good goal is at least 3 posts per week.
19. Make it “Sticky”
One thing you want to do is keep people on your blog or website for as long as possible. Making a post “sticky” can do this. Use embedded links that will draw readers to other pages or information. The link could be an author, a particular tagged keyword, a category, a specific product/service or a reference to another post.
20. Don't be Rude
I cannot emphasis how important this is. Do NOT ignore or forget about comments, especially a really good one. If you were talking to a client and they commented on something you mentioned, you wouldn’t blow them off, right? No, because it’s rude. Same applies here. If you can, reply using a personal profile with your name and face—the company logo makes you a faceless entity. If your comment setup doesn’t allow for this, then at least end your comment with your name. (Idea: If you write a paragraph or two when responding to a commenter, then your response might be good fodder for a separate blog post.)
Tried any of these tricks yet? Did it help? Maybe not—it’s early yet, and if you have no audience at the moment, it will take some time to build it up. In fact, the strategy of, “If you blog it, they will come,” isn’t a smart one. Go find your audience rather than waiting for them to come to you. Comments? Questions? Let us know. Tomorrow is the final segment in the series.
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