Blogging. You’re either doing it, have done it, or have not tried it yet.
Writing blogs is about sharing yourself and your knowledge in hopes of attracting like-minded people. You most likely want to attract people who will pay for your unique knowledge, a service you offer, or a product you create. You”ll want to get it in front of the right audience, have them interested in what you’re saying, and give them a reason to reach out to you.
It’s a great strategy for search engines to find you, when people are asking questions in the search bar, too.
So, how do you drive the right traffic to your blog?
#1 Have something interesting to say and make it relatable.
Creating successful content is about writing in a manner that resonates and interests your reader.
Boring content – superficial information that the reader can Google on their own – most likely won’t excite your reader. Do your best to have an original perspective. And, from a search engine stand point, if you’re simply restating information that’s already online, Google doesn’t see you as more important than others in your industry. Your content should be your own and label your resources accordingly. Links to reputable sites can benefit you.
It’s always best practice to shy away from lingo and industry specific terminology. People in your same industry will understand the jargon, but your client or customer aren’t likely to be as savvy. You won’t turn your readers into clients because you’re coming off as an “intellectual” – you may simply confuse them and have them click away from your blog.
But what if what you’re saying is the same as other competitors?
Scenario: You’re a home inspector. You have to follow code in order for things to pass inspection. The code is the same for any other inspector. If your blog is simply a regurgitation of the code standards, you most likely won’t stand out as a subject matter expert. If you include your experience with it, your stories of clients and their experiences, then you have a blog that is now unique to you. It’s YOUR story and it’s impossible for others to lay claim to your content when what you write is your story only.
#2 Pay attention to Google
Yeah, I know. I can hear you say “we’re writing for the humans”. Yes, we are. But remember, you’re reading my blog because you’re interested in how to drive high-quality traffic to it. So let’s continue.
Simply writing a bunch of paragraphs with no real reason why you’re sharing it with the world isn’t super effective. How your structure your blog matters. In tech language, header 1 and header 2 are not simply titles. They serve a purpose. The topic and the content around that topic are essential. If you discuss too many topics in one blog, Google won’t know how to “catalogue” it and you probably won’t get chosen in organic searches. (This is a topic in itself.)
I often hear it said that people will only consume what they can read in less than 3 minutes. Let’s talk about that. Does your reader read fast or slow? Are they simply on your blog for quotes and snippets and parables? What if your client is a thought leader and wants to learn your insights and your subject matter expertise? They are more inclined to read more and prefer longer dialogue.
Each reader is different. People want to consume great content- short or long form. Making your content relatable is what will make the difference between people loving your content versus not. Do your own research and ask your audience what type of content they prefer. If you want your blog to be effective, developing a solid SEO plan should be on your list. If your posts are stuffed with links, they are likely to get lost in the search engine results. Plus, links can, over time, become old. It’s always best to keep on top of it. (Side note: Did you know that Google now penalizes sites that don’t offer high quality content?)
#3 Share your blog on social media
You can share snippets or teasers of your blog with a “read more” call-to-action on Twitter. Do it several times but change up your teaser text so you don’t appear repetitive. Share the beginning paragraph or main points on Instagram and Facebook, with the call to action “read more, click the link in my bio” and add a question or ask for comments.
Rinse and repeat. Don’t just share it once and stop. Plan it out.
If it’s well written, your blog can have multiple points, insights, and teasers to share over and over. In a few months, you can come full circle and re-share if your topic is still relevant.
Sharing your blog on social media should have you peeking for engagement – people liking and commenting on the topic or asking questions. Remember, social media is about being SOCIAL. It’s not a billboard meant for self promotion. Stay connected with your audience and engage with them. If you’re being inauthentic, it will be noticed by your followers and you’ll lose engagement.
#4 Invite people to be a guest on your blog
Reach out to well-known influencers or subject matter experts to be a guest on your blog, and write guests blogs. If you’re new in the industry this might be a challenge, however, don’t deny yourself the opportunity.
#5 Write something uncensored
This last step is new for me.
I was recently on a Facebook live with Eleanor Beaton. She was sharing her insights on how we’re impacted by censoring ourselves. Thanks to Eleanor, I have number five for you.
In order to really stand out from the pack, you need to step up and not be scared someone will disagree or reject your thought process. This isn’t about curse words. This is about saying something that you, with all of who you are, believe in and stand for. If you fear rejection, you are most likely watering down your message. If there’s something you feel needs to be said in your industry, then share it. As Brené Brown says – step into the arena.
There you have it:
– write your blogs,
– say something interesting and unique to you,
– think about SEO and Google,
– share it again and again on social media,
– invite guests to your blog and be a guest on others, and
– uncensor yourself.
Now go – be fearless.