There are about a billion posts out there giving blogging tips, so why bother reading this one?
The zombie hand of course. Beyond that, we’ve written nearly 700 posts in 3 years and have seen our blog not only bring us major new business, but been nominated for a West Coast Social Media Award and been runner-up in the US-based Fuel Lines Blog of the Year poll.
That’s our credentials anyway. Now onto your blog and how to boost readership. Here are 4 keys to building on your own successes.
1. Focus on your audience. Once you’ve defined to whom you are writing and have that fixed as a mental image in your mind, it’s simply of matter of speaking to them through your content and language. For example, when writing a post for potential new businesses, never make the assumption that they have the same level of experience in the bowels of your industry. Don’t just write about what’s important to you; write about what matters to them. “You” is still the most powerful word in sales.
2. Write about the stuff you’re crazy about. If you’re into wombats or zombies, find a relevant way to introduce this area of interest into your content. You personalize your posts when you do this, bringing your personality to the writing, which distinguishes your blog.
More importantly, you engage yourself, which becomes more important the more of the damn things you write! I might suggest to someone at Copeland that they write about the value of brainstorming, but I shouldn’t expect too many woohoos in response. But if I suggest they write about the value of brainstorming to survive a zombie apocalypse, different story.
3. Communicate the complex simply. Everything seems complicated at the moment. Technology that seems straightforward to you may baffle your readers. You need to distill the complexity, not just in terms of the language you use, but in the visual look of your post. If you can achieve that, you will have communicated that you are straightforward and easy to deal with as well.
This is where editing is key. Write your post. Let it sit for a few hours. Then revisit it with the intention of shortening it by 25%. Reduce the length of the longer paragraphs and eliminate the waffle. You get to the nub much faster this way, which respects your readers’ appetite for simplicity and recognizes that there are many other things they could be doing at that moment.
4. Make the posts looks tasty. Readers often decide in a glance whether they want to get stuck into your post or not. So make it visually appetizing. I advocate the use of exceptional photos or illustrations to give it some pop. A visual also can set a tone or create a personality for the post out of the gate.
Short paragraphs give people a chance to visually breathe during the read, especially important when they are skimming over a longer post. It’s as if they are crossing a pond on stones, and each stone (or paragraph break) is a place to regroup. You don’t want to have the stones too far apart.
There are certainly many more tips than these, but I’m out of fingers.