How to Draw in an Audience for Your Company Blog

Posted on February 7th 2013

How to Draw in an Audience for Your Company Blog

ImageCongratulations! You’ve started up a blog for your business and have been blogging steadfastly each week (or even every day) on it. And while it’s certainly enjoyable to work on and play around with, for whatever reason the company blog is lacking a certain amount of foot traffic coming in. Is anybody even reading your posts? Maybe they are and maybe they aren’t, but you don’t want to sit around waiting for readers to slowly trickle in. It’s time to start building and keeping an audience for your blog without relentlessly plugging yourself night and day on Facebook and Twitter (“check out MAH BLOG!”) to the point where everyone feels tired of your blog before they’ve even begun to start reading it.

Write Compelling Titles and Content

What inevitably makes or breaks a blog in the end is the quality of the writing found there. If the content is consistently strong and on topics that a reader would expect to find and genuinely want to know more about, the blog will develop a reputation for what it offers that will help carry it far. Start your company blog off on the right foot by creating well-written and thoughtful blog posts with titles that are short, to the point, and draw the reader in as much as possible. Employ a similar process for the blog posts too – they don’t need to be epic sagas. Less is more and provides the reader less of a reason to leave midway through reading because it just got to be too long.

Not a writer? Look into working with a freelancer who can help create solid content for you. Not working in an industry where a wordy blog is right for you? Fill up your blog with creative videos, photos, and quick blurbs to illustrate what’s happening in each post.

Avoid Cheap Tricks

“One lucky commenter will win a free mug!” Ah, the old reel ‘em in with a freebie approach. While not a bad thing to utilize when you’re first starting out and want to begin establishing a name for yourself online, the more you do it the less readers arrive to your blog in search of expertise. They’re in it for a gift card and you can’t constantly offer up a gift card as an incentive to read every new post. Use your giveaway once wisely and save the follow-ups for later once your blog builds up a strong following and presence.

Bring on the Guest Bloggers!

Ideally when you first start blogging, you’ll want to interact with the readers and those who leave behind comments as much as possible. But starting out usually means starting from the ground up and seldom does that ground include instant interaction immediately. Begin looking into having partners with your business and established writers offer up some guest blog posts to your site. It’s a great way for these writers to share their story and bring in a readership that might not have stopped by to your site before. And vice versa on this one – offer to write a blog post for their company blog too!

Always Include Sharing Buttons…

The key here is to cast a wide net when it comes to sharing your blog posts. Include easy to find buttons with every post that allow the reader to instantly Facebook, Tweet, Pin, Stumble, or share on LinkedIn the article they just read.

… and Add Tags and Categories While You’re At It

Internally, this will help keep your posts more organized on key topics that you write often about and allow you to find certain niche topics easily. Externally, it does a similar service for the reader looking to find a particular post they read a week ago but don’t remember the name of. Rather than scroll endless through a series of pages to find it, they can make a beeline for the category or archive instead. Always keep these as updated as possible and make the tags as content-relevant as you can, rather than making up your own tag names. It’s definitely fun to do, but it doesn’t make it any easier to help find you.

How do you bring in blog readers? Leave a comment and let me know!

Deborah Sweeney

Deborah Sweeney

CEO, MyCorporation

Deborah Sweeney is the CEO of MyCorporation. MyCorporation provides online legal filing services for entrepreneurs and businesses, providing startup bundles that include corporation and LLC formation, registered agent, DBA, and trademark and copyright filing services. You can find MyCorporation on Twitter at @MyCorporation and Deborah at @deborahsweeney and on .

See Full Profile >

Comments

Gareth Price
Posted on February 7th 2013 at 10:43AM

With the overwhelming amount of content competing for our attention, I think your 'compelling content' point the is key, Deborah.

Tied to that, I think it's also important not to be afraid to have an opinion on the subject you're writing about - even one in which you know not all your readers may agree with. I think this is something most company blogs forget (or are afraid of).

I elaborated on this a little more here recently: “Creating a conversation” and corporate blogging

Deborah Sweeney
Posted on February 7th 2013 at 1:25PM

Great point about being opinionated on your blog, Gareth. It's very easy to write content that doesn't express a strongly rooted feeling for either side and keeps neutral, but I believe that if you have researched a topic thoroughly and have a series of reasons that back up your pro/con argument, you should discuss leaning toward a certain side and why you chose to do so on your blog. It brings in great discussion in the comments section from readers. More than that, it fleshes you out. Blogs are places for expression and people like to see others express themselves and get to know more about the person writing the posts. They may not agree with everything said, but they'll read it and absorb what you have to say, giving back their own two cents on the matter as well.

AndyFulton425
Posted on February 7th 2013 at 5:12PM

Don't forget that Google Authorship can differentiate your posts from others, thereby generating more traffic from Google SERPs than you would have otherwise.

Also, I'm surprised that more bloggers don't see why guest blogging is a good idea. Reciprocal guest posting begets mutual benefit; why are people so hesitant to enter into such relationships!

Final note: your "check out MAH BLOG!" comment gave me a chuckle. Very funny.

Deborah Sweeney
Posted on February 7th 2013 at 5:45PM

I'll keep that note on Google Authorship in mind for a future post. And thank you for the compliment - the memes, they haz inspired me. :)

younghotbrain
Posted on February 8th 2013 at 5:00AM

Great points Deborah! 

I maintian my company blog but the point of guest blogging never occured to me. Perhaps, I will go for it after reading your post. Thanks for sharing. I am new on socialmediatoday and will soon publish my first post. Will love to have your thoughts on it once it is published.

Thanks   

Deborah Sweeney
Posted on February 8th 2013 at 2:18PM

You should definitely go for guest blogging, Varun! I highly recommend it, especially when you cross blog with another platform together and schedule it in on a regular monthly basis together.