12 tips for creating a must-read business blog

Business owners, bloggers and online marketers discuss what small businesses can do to drive traffic to their blogs, increase their page views and keep readers coming back for more.

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Also, “try to publish different article styles to see which ones resonate the best with your target audience,” says Zaki Usman, CEO, Pagezii, a digital marketing app. “Try the regular article format that is meaty and a solid read. Then experiment with an FAQ-style post or an instructional or how-to post. Another favorite of mine is to post a listicle, a shorter article that is in the form of a list.”

“Infographic posts [also] work very well,” he says. “If you opt for this, [just] make sure you use the ALT IMG attribute to tag your infographic. This way the image gets indexed properly by search engines and you get more organic traffic.”

8. Make your blog visually appealing and easy to navigate/search. “Make your layout easy to digest,” says Darren Green, founder & CEO, Roman Blinds Direct. “Sure, it’s great to have a snazzy-looking blog. [But] if it doesn’t look great, it’s not very likely that people will trust you as a source. Break up your text with images to help the reader take a break from all the writing and give them something else to look at. In many cases, the simpler the blog, the more effective it is to draw attention to the written content.”

“Images play a huge role in creating a must-read blog, because they break up the text and illustrate key points,” says Vladimir Gendelman, founder & CEO, Company Folders. “While it's easy to just buy photos, you should always create your own images. Then you'll know for sure that no other blog is using the same image as you, and you can create a signature style that defines your posts.” 

Finally, “make sure visitors to your blog can easily find topics of interest [by] sorting and listing [posts] by category [and having a search box],” says Ayrempour. “For example, we have eight categories, including Guest Posts, IT Tips & Tricks and Security. This makes content [easily] searchable.”

9. Blog regularly. “Keep your blog up to date with fresh content on a regular basis,” says Linda Pophal, owner/consult, Strategic Communications. “How often you should post depends on your business and your target audience, but at a minimum you should post at least once a month.”

If possible, write “on your blog at least twice a week,” says Erin Wasson, vice president, marketing, UrbanBound, relocation management software. “The only way for people to get in the habit of visiting your blog and using it as a resource is if there is new information regularly being published.” Just be sure you have something newsworthy, helpful or entertaining to share.

10. Ask readers to subscribe. “A good way to build readership for your blog is to offer a ‘subscribe to our blog’ call to action (CTA),” says Usman. “Make sure this CTA is clearly visible [on your home page and on each post]. You can [also] get fancy and use a lightbox (pop-up style window) to capture readers’ attention as they scroll down to the bottom of the post.” Whatever option you use, make it as easy and as simple as possible for readers to subscribe.

11. Share links to your blog posts on social media. “Direct current and potential clients to your blog by sharing [links to] it on social media sites such as Facebook, Twitter and Pinterest,” says Lindus. Also, “encourage employees to share [posts] on their social media profiles as well, to extend [your] blog’s reach.”

12. Use analytics to find out which posts get the most views. “As you start to gain traction, see which [posts and] keywords gain the most traction, by using either Google Analytics or a CMS, and then target those [topics and/or words] as you continue writing. [This] will help [improve] your organic search,” as well as help you deliver what your audience wants to read, says Wasson.

Copyright © 2016 IDG Communications, Inc.

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