It’s Content marketing 101: How to build a blog that keeps them coming back.
It was late at night and I saw you from across the web. People were sharing your stories left and right so I mustered up a bit of confidence and asked if we could share a link. You said yes and I had my server open a new tab. God I was naïve, but I couldn’t help myself, you had a hot post. I explored your body of text. You touched me emotionally and I put a couple of comments inside you. But when I read deeper into your past I realized that this could never be an ongoing relationship. Honestly we didn’t have a lot in common. Lets call this what this is. A one night stand blog.
1. You are pretending to be someone you are not.
Every teen goes through this, and so do most content marketers. There is always going to be pressure to “fit in” and conform to what everyone else is doing, which in the blogging world means deceiving headlines and recycled material. However as any successful marketer will tell you, “fitting in” is the easiest way to fall out.
People generally don’t like reading the same thing twice. When we venture off into the deep dark chambers of the internet we want what everyone is to too afraid to ask for in the real world; the honest truth. Don’t believe me? I dare you to check out Snarketing 2.0 by Ron Shelvin. His blog offers insights on fallacies and failures throughout the marketing industry. While the blog doesn’t always paint a pretty picture of the industry, it is incredibly popular.
What to do: Start by writing about topic’s you’re an expert on. This will provide relevant information and value to your reader.
2. You are bringing them home to your blog too soon
It’s creepy if you bring a date home to an empty apartment. They begin to question their surroundings. Do you have a life, personality, or are you a serial killer? I might have taken that analogy a little too far, but in all honesty company blogs are similar. Before you start sending links left and right make sure your blog has substance. If you only have one or two blog posts up your readers won’t take your content seriously. Building a popular blog takes a lot of time, many posts, continual outreach, and a little luck, but it can be done.
What to do: Create at least 5 posts before actively trying to bring in outside readers. Remember just like furniture it’s all about quality over quantity. Nobody wants a million troll dolls and garden gnomes around their house, unless you’re into that type of thing, in which case you should BLOG about it, but not on your company blog!
3. You forgot to set up another date (visit)
You wrote a brilliant post, you started the conversation, but then the post ended and the conversation stopped. A blog needs to be a little give and take. Getting your reader involved will keep them coming back. If the conversation ends before the reader gets to know a little bit about you, you lose what social psychologists call the mere-exposure effect; meaning they prefer you because you are familiar.
What to do:
- Set up a commenting box. I recommend Disqus, it’s free.
- Remember to prompt the reader with a question at the end of each post.
- Make other posts easily accessible
- Create an author bio to give it a human touch along with your twitter handle so readers can reach out.
If you keep these three concepts in mind you will be well on your way to creating an amazing blog that readers will want to revisit.
What do you do to boost blog retention? Please feel free to write to me @JaredAlanF. *See what i did there? ;)?
This article made me laugh but had good points.
Thanks for the feedback Levi!
Glad to have found this post. I didn’t know any of this — Thank you!
Of course Ravel! Enjoy.