This is a guest contribution from Jonathan Long of Market Domination Media.
There is not a specific content strategy that is set in stone for bloggers to follow. Every single blog has a specific target audience, requiring content that engages that blog’s particular audience. What works well for “Blog A” might not work as effectively for “Blog B,” requiring each blog owner to test different content approaches to determine what performs the best for his or her particular blog.
Here are some content suggestions that can be used to help spark some interest in your blog:
1. Free Giveaway
Want to build a loyal blog following quickly? Give something away for free! People love free giveaways, but don’t think that you will need to break the bank to attract attention to your giveaway.
Think of something that your target blog reader will see a value in, and this doesn’t mean monetary value. Sure, it could be a physical product such as a t-shirt or prize, but it can also be an eBook packed full of information that they will want to get their hands on.
Use your giveaway to gain an action such as an opt-in to your email list, a Facebook like, a follow on Twitter, or any other action that you deem to be beneficial for your blog’s growth (ensure it is done legally, however – you will find different states and countries require different specifications). You can create one-time giveaways or even weekly giveaways in order to gain traction.
When done successfully, it will snowball the blog’s growth. The first giveaway can be used to increase the blog’s social media following and subscriber list, making the audience for the second giveaway much larger. Now repeat this over and over and watch the growth occur.
Blogs are a great way to develop a special connection with your readers, and you will build up a loyal following if the audience feels that the information being shared with them is genuine. Use your knowledge and share it with your audience.
This applies to business blogs run by large corporations all the way to personal blogs started about a topic of interest. For example, if a super fan of the New York Yankees starts a baseball blog about the team then they should share as much knowledge about the team as possible. The readership and engagement will increase as the blogger presents knowledgeable information to the readers.
Avoid sounding like you are trying to sell them something. Your blog isn’t the place to pitch products or services. If the blog is an extension of a big brand, then post useful information. If the reader finds it valuable, they will naturally want to do business with the brand after making that connection.
Answer Common Questions Publicly
While this applies many to blogs run by a brand, this same approach can be used by virtually any blog out there. Keep track of customer service inquiries and develop a list of commonly-asked questions. Once it is determined that a particular question is asked frequently (like this one Darren spoke about recently), then address it via your blog.
There is a good chance that a large percentage of the audience has the very same questions but hasn’t taken the time to contact the blog with their question. You can even group these into your FAQ section and continue to add to it over time.
If you see an increase in a specific question due to a current event or something that is time-sensitive, then take a moment to address it on the blog. If you answer your readers’ questions before they have to ask, it makes your blog appear to be a great source of information in the eyes of the reader.
Data & Case Studies (Visual)
Many of us are visual learners by nature, hence why infographics have become such a popular and successful form of content marketing. If you have data that you feel your blog audience will enjoy and find useful, present in a visual manner and make sure you encourage them to share it.
The same applies to case studies; if you have interesting information, then share it. Virtually every blog out there, regardless of the topic, can gather some interesting data for their readers. Taking the same baseball blog we used as an example above, that blog could post interesting statistics about upcoming opponents, previous games, or stats in specific categories. Presenting them visually will attract more interest and result in more social sharing love.
You will find “How-To” posts on almost every blog out there, and for a good reason: they are very well received. These types of informative posts are a great way to spark conversation and they do not necessarily have to be straight-up text posts. You can create “How To” posts using infographics, video, images, or even slide shows (or even a combination of these).
It all comes down to providing useful content that creates an action from the reader, whether that is a comment, a social share, a follow or like, or even an email list opt-in. Over time you will understand what types of content your audience responds to the best and can create informative “How-To” posts based around your most popular blog topics.
Are you currently utilizing a content engagement strategy that is producing amazing results for your blog? Feel free to share what is working for you in the comments below.
Jonathan Long is the President/CEO of Market Domination Media, a web design and online marketing firm that specializes in creative outside the box marketing with a focus on ROI.