Successful bloggers know that the world is fast-paced and often changing. In order to stay up-to-date, it is vitally important to be sure you are making your blog as effective and functional as possible. There’s more to an effective blog than simply researching keywords and posting every so often. Whether you are just getting started on your blog or you have been at it for a while now, there’s always more to learn and improvements that can be made.
Even if your topic is highly technical, the tone of your blog should probably be a notch down from that. Blogging requires an informal writing style that reads more like a person would speak instead of the style of writing that goes in an academic journal. This doesn’t mean that you should not use technical information, but try to write with a tone or voice that is casual and comfortable for the reader.
Narrow Down Your Topics
If the topics of your blog are too wide, you’ll miss drawing in readership altogether. Readers are looking for something they can learn, not simply generalities. Offer detailed topics that provide a takeaway so that you reader leaves your blog with the feeling that something has been learned or gained.
Start an editorial calendar that will guide you so that you get your blogs published on a regular basis. HubSpot research has shown that companies who publish 16 or more blogs per month draw significantly more traffic (3.5 times more) to their websites than those who post 4 or fewer times on their blogs. Don’t simply fill your blog with fluff pieces, but do your best to generate valuable content that reaches your target audience and builds readership that regularly converts visitors into clients.
Create yourself and your brand as an authority by using data to back up the information that you offer. Blogs can be (and often are!) simply made up. Earn respect from your reader by offering facts that speak to problems or solutions to problems. Don’t go too far by cramming your blog with data, but use it where appropriate to back up your point. (See the example in the previous tip.)
When you know what response you want from your client, you’ll want to make it as easy as possible for them to do it. Calls-to-Action (CTAs) provide the opportunity for your visitors to become customers. But remember not to over-do it because too many CTAs can be annoying and drive visitors away.
If your organization has been active in the blogging world for some time, then it’s likely that you have some old blog posts that could use some updating. Posts that are 2-3 years old or more will often have been long forgotten and can be “spun” into another fresh article that is relevant and meaningful.
Invest in “Evergreen” Blog Posts
Some of the posts that you use to draw in your readers will be trendy. But your blog also needs to offer long-lasting posts that won’t go out of date quickly. Think of trendy posts as an appetizer but remember that your readers also want something “meaty” that they can chew on and that will last much longer.
Give Your Blog a Makeover
If it’s been a couple of years since you’ve changed your profile photo or even the color palette on your templates, then get some updating done on this. Freshen up fonts, logos, and layouts to keep up with your company’s branding style.
By: Roman Kniahynyckyj
Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.