Do you want to use your blog to grow your email list? You’ve likely heard marketers and businesses owner talk about how content is king but offer little explanation as to what this idea means.

Simply put, your content is the one thing that links all of your marketing material across all platforms. Most users will discover your brand through your blog content, which leads to them becoming subscribers, and then customers.

Here’s something to consider; internet users in the United States spend 3x more time on blogs than checking their email accounts. In other words, if you want people to subscribe to your list, open your emails, and continue engaging with your brand, you have to start with compelling, meaningful blog content.

When people discover your brand through your blog, they may subscribe, which opens the door to plenty of exciting marketing opportunities.

Today we will explore several things you can do to get more subscribers from your blog.

Get to Know Your Audience

If you want people to subscribe from your blog, you have to create content that’s relevant to your users. There are plenty of ways you can examine your audience’s sentiments and develop posts that are both meaningful and provide value to those reading your articles.

The first thing you should do is check the comments section on your old blog posts, and read through audience engagement on social media. You can learn about potential customers’ pain points and goals by listening to what they have to say.

For example, if your business sells gardening equipment, you’re going to want to look through comments and discover what part of the gardening process is challenging for most of your audience. Let’s say that you find out over 60% of people are complaining that they can’t get anything to grow.

Now you know that creating a beginner’s guide for people new to gardening will likely be a hit on your blog. Why? Because you’re addressing a central pain point and offering a solution to the problem.

Prospects that land on your guide will see that your business offers helpful advice and has a slew of great products. Due to their perception of your content, they are likely to subscribe to your list.

Focus on Readability

Writing excellent content is just one piece of the puzzle. You should optimize your posts for readability so users can quickly and easily read through your post.

Breaking your paragraphs into 1-3 sentences and including visual content are two ways to make your content more user friendly. We know that this technique can produce tremendous results because articles with images tend to get 94% more views compared to those that don’t.

The images break long-form posts, and the short paragraphs make your content easier to scan.

Imagine going to a website that basically has a wall of text for all of their blog posts. There’s no heading, excessively long paragraphs, and no visual stimulation. Would you want to subscribe?

If you said no, you’re not alone. Most consumers are looking to subscribe to businesses that write organized, thought-provoking, and visually engaging content.

Offer a Content Upgrade

Content upgrades are another excellent way to get more subscribers from your blog. If you don’t know, content upgrades are essentially unique pieces of content that users can get if they subscribe to your mailing list.

In most cases, this content is an infographic, in-depth guide, or case study. All of these resources are extremely helpful for consumers, regardless of your industry.

For example, let’s take another look at the fictional gardening site we mentioned earlier. The marketing team at this site might create an infographic that’s full of tips for growing specific types of flowers and vegetables.

When someone lands on their website and reads the beginner’s guide to gardening, they may decide that they would like to learn more. A content upgrade could be just the thing the user needs to seal the deal and subscribe for future content.

The best part about content upgrades is that you can use them to segment your users. If the marketing team mentioned above made two infographics, one for vegetables and the other for flowers, they could segment their users based on their interests.

As new content is published on their blog, it’s possible to push relevant posts to consumers that signed up for specific content upgrades.

Strategically include a Call-to-Action

Now, let’s talk about placing your call-to-action (CTA). It’s worth noting that your CTA is how users will subscribe to your email list, so you have to get this part right if you want to see explosive results.

It’s a good idea to put your CTA above the fold on your blog, so users will see it before they start scrolling through your content. A banner across the top of the screen or on your sidebar can help convert users that land on your page, but don’t bother scrolling down right away.

The verbiage you use to ask users to subscribe can also play a significant role in how people interact with your call-to-action. For example, using the words “click here” resulted in 30% more engagement when compared to a CTA button that reads “submit.”

Ideally, you’ll want to use action words that encourage readers to take the next step. If you’re offering a content upgrade, you might use a button that says, “Download my free report.” The way that this phrase is structured is short, but still guides customers and lets them know what to expect next.

Monitor Your Analytics

Finally, we can’t stress the importance of checking your website analytics every week. You can learn so much from how users engage with your content, CTA, and website through your analytics.

Imagine looking at your weekly overview and seeing that one of your blog posts broke through the pack and now has 500% more views than every other post on your site. Through this analysis, you can assume that the topic is interesting to consumers, so future posts are likely to pull back the same users.

Additionally, you can include new CTAs, content upgrades, and special offers for users that land on that specific page. Because this is the most popular page on your blog, you have a better chance of bringing in new subscribers by optimizing your top-performing content.

The thing is, you would never know this information unless you are regularly monitoring your analytics.

Conclusion

It’s clear that content will remain the number one way to grow your audience and increase engagement. As your business grows, you’ll have to diversify your topics, create new lead magnets, and make changes to your content that reflect new products and services.

The more time you spend getting to know your customers and reviewing analytics, the better chance you have at securing new leads. At the same time, using on-site practices like CTA and designing posts for readability will improve UX for consumers visiting your site.

Combine these elements, and you have an excellent recipe for growing your email list through your blog.