Everybody knows that one of the most important online marketing approaches is to have a blog, and to regularly update that blog.
Everyone knows this, and millions of businesses are blogging every day. But is it all just a bit pointless? Spending time every day, or every few days, coming up with new content, writing it out, formatting it and publishing it could well be a complete waste of time.
Because ultimately there has to be a point to your blog. Or at least, there has to be a defined purpose to your blogging. Because if you don’t know what it is you’re trying to achieve through your blog then it’s a fairly safe bet that you won’t achieve it. If you are not really sure what the target looks like, let alone where it is, then it’s unlikely you’re going to score a bull’s-eye.
Whatever your business aim is with your blog it is likely that you will want people to read what you have written, respond to what you have written, link to and share what you have written, and come back again in future to read your subsequent posts.
But what are you doing to achieve your aim?
Too many blog posts become little more than lectures, or monologues. If you want to engage your readers then it’s important to make sure that you involve them.
Rather than talking completely in the third person, talk directly to the reader. Ask your reader questions, perhaps asking for their own ideas, experiences or reactions. Sometimes playing the devil’s advocate and being a little unexpected can evoke a response from people.
But in those situations where businesses find that they are gaining responses in the form of comments, in many cases those comments remain either pending approval for days or weeks, or simply lack any response.
If your readers take the time to read your blog, and then submit their own comments or responses, at least a brief acknowledgement if not a full reply is usually appropriate. In this way you can often develop a relationship which may well become highly worthwhile for both parties.
When writing blog posts keep your paragraphs short and sweet, including;
- Subtitles and subheadings
- Bulleted or numbered lists
- Images and video
Just be sure that make sure the one thing that is missing from your blog posts are errors!
Spellcheck, proofread, edit. Do not under any circumstances rely upon your word processor to do this job for you.
What do you consider to be the point of your blog, if you maintain one? Is it simply a way of providing content for Google? What approaches to you take to try to actively engage your readers? Can you tell whether you have a loyal following who regularly share your posts and revisit your blog? Have you got a defined and clear purpose to your blog? Share your thoughts, ideas and experiences with us and other readers using the comments box below.