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Back to the Blogging Basics [Slide Show]

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Slide 1 of
130117-0 Intro

Recently, while reading about the leadership team in a technology company's "About Us" section, I clicked on a prominent link to the CEO's blog. I ended up in an online ghost town. The most recent post was dated 2011. Scrolling through the archive revealed a wildly erratic tone and publication schedule. Everything about it felt haphazard and unfocused.

Unfortunately, blogs like that aren't uncommon. And that's why this post from Affordable Internet Marketing struck me as a timely refresher course in the ABCs of developing and keeping a loyal blog readership. Here are just three seemingly obvious—but all-too-often ignored—best-practices.

130117-1 Publish consistently

Publish consistently

Your readers are creatures of habit who figure out when their favorite blogs publish new content. It might be daily, weekly, or monthly, but they know when to check in. If your publication schedule gets sloppy and they don't see new content when they expect it, they'll simply stop visiting.

130117-2 Write for your audience

Write for your audience

What will interest your readers? That's what you should write. Say something they haven't heard before, or put a fresh spin on frequently discussed topics. They're consumers who want to know what's in it for them—and that's not much if you're telling them the same thing as everyone else.

130117-3 Encourage conversation

Encourage conversation

Blogs are an inherently casual venue where the formal language of press releases and whitepapers sounds stilted and artificial. Strike a conversational tone that puts readers at ease and encourages dialogue. Make a habit of welcoming new readers and replying to comments that warrant a response.

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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

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  • by John Balla Thu Jan 17, 2013 via web

    Hi Christian!
    Great post here and timely for me since I contribute to and edit a group blog on marketing at SAS. I'd like to offer two small additions to your points #3 and #4:
    3. Write for your audience: I'd suggest that you also write for yourself. Focus on topics that interest/excite you the most because you'll be engaged more deeply and broadly and probably be more engaging and compelling.
    4. Encourage conversation: Also do this by engaging proactively on other blogs by reading and commenting, just as you'd like others to do when they come to your blog.
    Thank you!

  • by Nick Stamoulis Fri Jan 18, 2013 via web

    Consistency is key! You have to get into a habit of content creation because that's how your content builds momentum. A haphazard posting schedule doesn't get you far.

  • by Case Stevens Sat Mar 2, 2013 via web

    Thanks for mentioning a post on my blog.
    Most appreciated.

  • by Jill Kaplan Tue Mar 12, 2013 via web

    Hello Christian Gulliksen. I'm interested in using this article in our e-newsletter. Can I email or call you with the details?

  • by Vahe, MarketingProfs Tue Mar 12, 2013 via web

    Hi, Jill.

    Please take a look at our guidelines for republishing:

    I'll contact you via email in case you have questions.



  • by Anshul Tue Jan 30, 2018 via web

    Nice read. Great insights. Here is a starter how you can make a blog entry

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