Thinking About Blogging?
Consider these content strategies before starting
One of the best ways to increase traffic to your website is to continually add fresh content. Many organizations make the mistake of spending a great deal of money, time and effort designing and planning a new website only to leave it alone after it launches.
That's why starting a blog is such a good idea. Keep visitors coming back to your website by posting a relevant, consistent blog. Here are a few tips to help you get started:
Do your research
Are there any blogs that you already follow? If not, start searching for ones with topics similar to your field. How is the blog presented? Was the content valuable? What sharing tools were made available? Take note of aspects you like and don'Ât like to give you a frame of reference when planning your blog. A great example of a company that blogs about blogging is Hubspot. They also offer tips, tools and ideas plus free resources like e-books (requires contact information) to help organizations get started.
Find your voice
The audience you are trying to attract will determine the tone of your blog. Would your blog be more appealing if you are technical, formal, familiar or funny? Statistics prove that controversial blog posts tend to garner more traffic, but is that the image your organization wants to present? Determine the writing style (voice) that best suits your organization and audience and stick to it.
The key to a successful blog is posting relevant, informative content on a regular basis. Ask any successful blogger and he will tell you that the more frequently you post the higher the return visits. Some bloggers post as many as 2-5 times a day. If that is not realistic for your organization then you wiÂll want to find a happy medium. To get started, try posting at least once or twice a week. Any less than that would take longer to gain traction. A successful blog launch should begin with a bang rather than a sizzle. Resources and priorities will determine your best schedule, but once you decide, be consistent.
Chances are there are experts within your organization that would be willing to share their knowledge. By offering different perspectives, your blog can appeal to a wider audience. Plus you can spread the workload around by recruiting other contributors. Create a list of staff, volunteers and partners who would make good contributors then contact them to set assignments and deadlines.
Make an editorial calendar
Take a tip from magazine publishers and plan ahead by brainstorming article ideas and scheduling publish dates. This will help you to establish deadlines for your contributors and keep you on track. Worried that you won'Ât have enough quality content to cover your frequency schedule? Repurpose existing content. Ideally blog post should be between 350-500 words. Break up a heavy article into several blog posts. Take one aspect of one post then delve deeper into detail in another. Once you start writing, you'll be surprised at the fresh ideas that morph from one post to the next.
Editor's Note: This is the third of a four part series on how to increase web traffic.
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