So, you’ve started your first company blog. You’ve been posting regularly, coming up with useful posts in your field, and even optimizing your posts for SEO–maybe with Hubspot’s Blogging Software. Good for you! You’ve caught onto the future of internet marketing, and have a valuable selling tool at your disposal; according to Impact Branding and Design, companies that blog get 55% more website visitors, and 57% of companies with a blog have acquired a customer from their blog.
But, as anyone that writes a company blog knows, at times your blog stats will wane–certain stories won’t be as popular as predicted, certain months will bring less visitors, and even certain days of the week will bring fewer clicks. Light fluctuation is normal, but when a trend develops over several months, it may be time for a blog overhaul. Just like your personal health, your blog health can steadily be improved by implementing little changes everyday.
Consider this Day 1 of your new blog’s diet!
Here are some ways to improve your blog content today, quickly and easily:
- Language: Make sure your blog posts are written in approachable, but professional, language. Don’t use big words you rarely hear in everyday conversation, instead taking a tone that readers can relate to and read quickly. At the same time, there is such a thing as too informal–using curse words, heavy slang, or lots of over-used cliches will reflect poorly on your company.
- Picture: Don’t underestimate the importance of in-post photos: 40% of people will respond better to visual information than plain text! Pictures used in your posts need to fit into one of two categories–Pin-able or Useful. Is your in-post picture so interesting, unique, or funny that someone would “pin” it on Pinterest? If not, you may be boring your readers. If your post is too technical for such a photo, then it needs to be Useful–Is it so useful that a similar blogger would want to steal it? If not, maybe creating your own image or using handy screen-shots would help your post.
- Break it Up: Break big chunks of text into smaller, easy to digest pieces. Use bullet points, different formatting options (bolding, Headings:, etc), and keep sentences short and to-the-point.
- Consistency: Consistent bloggging is absolutely critical. Consistent bloggingdemonstrates commitment; by committing to your blog, you gain readers’ trust and encourage repeat visits. Make a blog schedule, dependent on your company, and put reminders in your iCal or Gcal. Set a specific day and approximate time, and stick to it!
- Title: If your title doesn’t include keywords relating to your post, it may be getting lost in internet traffic. But a string of useful keywords won’t attract readers, so make your title as catchy, mysterious, and funny as possible.