The social media landscape over the last year or so has changed dramatically. Companies that were once skeptical about tools such as blogs are now blogging or considering starting one. Unfortunately, many companies that do so still have little idea of how to grow their blog into an integral part of their marketing efforts.
However, every company can take some easy step to grow its blog. Many companies don't have the knowledge or the resources to implement elaborate technical measures to boost their blog's status and instead need no-nonsense ideas that every writer can use every day.
This article will outline eight easy steps that bloggers can take to grow their blog's readership.
1. Post regularly
This is probably the easiest way to boost your blog's readership, but possibly the hardest. The quickest way to convert infrequent visitors into regular readers is to give them new content every time they visit. This means getting your writers on a regular pattern of posting. Ideally, you want your blog to have a minimum of three posts a week, and these should be during the week because blog readership falls during the weekend. Getting on a regular posting schedule will train your readers to know when to expect new content.
Key action point: Work with your writers to develop a posting schedule that lets your blog have at least three new posts every week. Start by posting new content on Tuesday, Wednesday, and Thursday. These days are usually the best for blog readership. If your writers can commit to more posts per week, then add a post on Monday, then Friday; then go back to posting again on Tuesday through Thursday. Avoid leaving three posts on one weekday, then none the next weekday.
2. Develop a comment policy
Comments are the lifeblood of any company blog. Everything on your blog should be geared toward encouraging your visitors to comment. So carefully consider what your policy will be toward comments. Are you going to moderate comments? Will you have some sort of word-verification, like CAPTCHA? Or will all comments go through without any verification or moderation?
Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.
LinkedIn: Mack Collier