A blog brings a lot of benefits to a business. A popular and engaging blog causes that particular business to be seen as a thought leader in their industry. Both potential customers and industry colleagues will grow to trust you and turn to you whenever they want to learn new important information or buy what you are selling. Most business blogs have the same goal: to be popular in their industry. But not all of them are prepared for it. Here are a few ways that you can improve your blog and grow your presence so you won’t meet the same fate:
Dedicate Your Blog to Your Industry
A lot of businesses make the mistake of creating content on their blog based on their products and services instead of providing valuable insights from their industry. If a reader wanted to know more about what you are selling they would just go read your sales pages or browse your online catalog.
If you want to grow your audience and be seen as a thought leader, you must provide content that entertains, educates, or informs your readers. Most people seeking to read blogs are looking to read posts that will tell them something new or help them solve a problem. The more they like your blog the more likely they are going to reference it as a trusted resource.
Get an Influencer to Mention It
A lot of industry blogs struggle to gain traction, especially if they are in a saturated market or niche. They need some gas on their fire to get more readers and subscribers. Influencers can be that gas.
Having an influencer mention your blog or allow you to write content on their blog exposes you to a larger audience. But pick your Influencers wisely. Just because they are popular doesn’t mean that they are the right fit for your business or blog. You need to do research on whether their values, content, and audience aligns with yours. You don’t want your blog dedicated to helping parents teach their kids to read be featured on an inappropriate gossip site.
Allow Guest Bloggers and Contributors
You don’t have to do all the content creation yourself. You can build relationships with other creators and bloggers in your industry by allowing them to write for your blog. This strengthens relationships and it’s a win-win situation. You get new content and the other blogger gets exposure. But remember to create a set of guidelines for both of you to follow so inappropriate content will not be featured on your blog and no one gets their reputation damaged.
Market it to Several Channels
I would love to say if you create amazing content then you will quickly gain a strong readership and will soon be able to grow your email list. But the mantra of “if you build it, they will come” does not work here. So many businesses create great content but still struggle to build an audience.
Not only do you need a content creation strategy, you also need a distribution/promotion strategy. You need to figure out that after you publish your posts, where you are planning to share or promote it. It’s not enough to just post it on social media. Mention it in your business’s newsletter, on industry forums, and send it to a colleague in the same industry. Attach a lead magnet or special offer to make your posts more interesting.