Want more of your target audience to read your blog? Here’s five ways to attract more of the right people to your blog…
1. Write about the right things
Whatever you choose to write about, make sure it has genuine value for your readers and that it’s truly interesting, useful or entertaining for them.
If you’re stuck, then write blogs on questions they want answered but can’t find the answer to. Here’s three ways to find the questions your audience really want answered.
2. Is it right for you?
As well as being right for your audience, make sure the blog topic is right for you. Sometimes when I find blogs difficult to write, I realise I’ve strayed too far from the subjects I really know inside and out. When you share the stuff you’re super passionate and knowledgeable about, it really comes across in the content.
3. Help people find it
By writing about stuff that people are already searching for you’re already half way there. But there’s more you can do to optimise the chance of your blog getting found.
Making it search engine friendly isn’t about stuffing in all the keywords (although it used to be), you just need to make sure that search engine bots can understand what your page is about. Two easy ways to do this is to:
- Use descriptive titles and subheadings that help explain the content of the page.
- Name your images to explain what they are e.g. blog-checklist.jpg rather than DSC9847.jpg
For more on this, read SEO basics for small businesses.
4. Make it clickable and sharable
No matter how good your blog content is, it needs to have a title that encourages people to click. Upworthy saw a 59 x uplift in clicks just from changing a headline.
Coming up with amazing titles is hard, so I keep title inspiration in Evernote – each time I see an article I am interested to click on, I make a note of it. Here’s some of my favourites:
- One year on: 10 things that happen when you quit the 9 – 5
- Why I travel alone as a married woman
- 4 horrible content marketing mistakes that have cost us millions
- How I became a problem employee
All of the most compelling titles pique your curiosity so you want to click to read more.
If you want it to spread far and wide, it also needs to be as sharable as possible. The reasons people share articles on social media are complex, but according to studies by the New York Times and Ipsos, often fall into one of the following categories:
- To define themselves to others (this is what I believe in and who I am)
- To share something they think is funny
- To share opinions or encourage action
- To feel more involved in the world
Things that are shared normally involve a high degree of emotion, whether that’s amusement or anger. The more unusual something is, the more likely it is to get shared.
5. Share with your followers
Don’t forget to share it with the people that have already shown they are interested in reading your blogs. Share across all the channels that are appropriate on social media and your email list.
On Twitter, always share more than once, using slightly different wording each time. Although most people won’t see the post multiple times, some will, so varying what you share keeps it interesting for those people. Plus, sometimes small tweaks in the wording can make it way more sharable. If you find a title that resonates more, you can update the title on the post itself to maximise future shares.
Printable blog checklist
Download the checklist here (no sign up or email address needed!).