If you read our recent post about blogging for business and started blogging in earnest, you might be wondering how you can take your blog to the next level. Here are three key ways you can improve your business blog…
1. Get to know your audience
Being clear who you are writing for can really improve the results you are getting from your blog. Taking the time to create audience personas will help you create content that your readers are interested in. The more targeted your content is, the more likely your audience will share your content on social media, or link to it from their own website.
Create a fictional persona for each audience that you would like to read your blog – think about their interests and what other publications they might read; read the social media they’re generating. Note down their key frustrations and use this as fodder for blog posts.
Every time you are stuck for ideas, refer back to your personas and think about the type of content they would be most interested in reading. Another technique is to think about what questions they might search for, then create blog posts answering them.
2. Plan and review
If you are currently writing your business blog on an ad-hoc basis, planning and reviewing your posts will help elevate your blog’s hits.
Create an editorial calendar
Instead of writing blogs as and when, plan out your blog posts in a calendar. This will help you ensure the topics of your posts are balanced between topics and different audiences. Plus, you can start to introduce themes to structure your blogging efforts.
Periodically, review the success of your blog posts. Record how many views each post has had, plus how successful each one was on social media. Note which formats and topics were most popular and utilise this information when completing your next plan.
3. Mix it up but be consistent
Keep interest high by varying the format of your blog posts. Instead of sticking with the same style of written post each time you blog, try different formats to add variety. Some ideas to try include:
- Image galleries
- Round ups
- How-to articles
- Opinion pieces
- Long-form thought leadership articles
Although you should vary the format of your blog, one area you should be consistent with is how often you post. Decide how often you will blog, whether this is once a day or once a week, and stick to it. This will set expectations among your readers – they’re more likely to come back to your site if they know to expect a new post on the blog every Wednesday, for example.
Need help taking your business blog to the next level?
Why not come along to one of our Content is King workshops? You’ll learn how engage an audience and discover why some messages cut through and help achieve your business aims while others are ignored, as well as the pitfalls to avoid.