If you run a company blog, you’ll have two main purposes – to generate company and brand awareness among old and new customers and to get readers to fill out forms and to buy things.
It’s vital that you publish new posts regularly – at least twice a week – but too many people focus solely on good quality content rather than prompting people into doing the things the blog was set up to get them to do.
Of course, high quality content is essential, but great wordage and a bit of persuasion aren’t mutually exclusive. As well as including information, a few jokes, advice and reader input, a successful blog should also contain some or all of the following components to really make it work.
Post titles that are SEO-optimised
When you’re composing titles, and subheadings, think about why the reader has landed on your blog. They’re looking for something or trying to solve a problem. If your blog is all about your chicken supply business, then a good title will be “Getting Rid of Red Mite”, rather than “Dealing with Common Poultry Parasites”. Titles like these will bring people to you long after the post is published.
Use internal links
An internal link is a hyperlink that directs to another link on your website. They help readers to find other useful information and if Google sees that people are using these links then it’ll rank your page higher.
Think short-term as well as long-term
You should aim to grab short-term traffic as well as longer term. Think about when particular subjects will be popular. Pumpkin carving tips will get more views in September and October. Pumpkin growing tips will get views through from March to October. People will come back to the growing tips a few times, increasing engagement with your blog and helping your rank. That’s long-term traffic; mix it up with short-term and you’ll be well on your way to readership growth.
Reference other blogs and let the owners know about it
Bringing in the viewpoints and expertise of well-known figures in your field is a great way to get more traffic. Invite them to do a guest blog, or link to their website – this makes you look well-connected and knowledgeable, therefore more trustworthy. This tactic will increase readership.
Combine all these factors with a few well-placed calls-to-action and you’ll soon see a jump in your conversions.
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