Here are some more blogging best practices and helpful tips:
- Be “On the Regular:”
Blogs and social media operate on the same channel: post on a regular schedule to retain your followers’ interest.
- Call to Action:
Reader engagement need not end with one post. Consider writing a series of posts on a single topic or on interrelated topics. Demonstrate your organization’s thought or process leadership in a specific area by publishing an eBook on a topic of import to your readers. Your blog should feature some of the concepts from the eBook and include a link to a free download of your publication.
Blogs should be long enough to engage the reader, but not so lengthy that they will lose interest. Aim for fewer than 400-500 words. Microblogs – blogs that are very short in length – also provide readers with a quick hit of content. These are valuable to the reader and to the blog author: both of whom are frequently short on time.
- Love Your Links:
If you choose to include links to your website or other webpages, check and re-check the viability of your links before you publish the blog. Links that don’t work undermine the credibility of your content – and your message.
Blogs that are rich in keywords will help readers to find your content more easily on the web. Utilize keywords and buzzwords that will resonate with the industry your organization serves. Tag these important words throughout your blog so that internet search engines will locate your content more easily.
Visual stimulation can be an important component of an engaging blog. Post an image that demonstrates your points and relates directly to your content. Too many images can become a distraction: limit photos and graphics to one or two selections.
Visually-oriented social media networks, such as Instagram and YouTube, have become increasingly popular in recent years. As a result, many brands are adopting a new online vehicle of communication called “vlogging.” “Vlogs,” or video blogs, seamlessly match a content marketer’s story or message with the visual component that many consumers seek. Vlogs can be posted to your website, but you’ll gain additional traction and potentially attract new topic enthusiasts by publishing professional-looking vlogs on social sites like YouTube and Tumblr. If your organization has established a YouTube channel, you have already taken one of the first steps in vlogging.
Blogging, like social media, involves a certain degree of trial and error: words of advice that may not build confidence in aspiring bloggers! Through experimentation, you’ll learn more about your readers’ preferences in terms of writing style, topics and blog post length, for example. Encourage your readers to submit comments to your blog posts and respond to them as you would any social media post: promptly, graciously and professionally. Vary your content and invite guest bloggers – who may be speakers at your upcoming event – to contribute to your blog as well. In so doing, you will deliver credible information to your viewers while subtly promoting the value of your organization – and your event.