Business blogs continue to be an amazing source of content for relationship building and information sharing. They are also an excellent way to drive traffic to your website, products, services or events. But even the most well-meaning blog can get off track sometimes, and the result is diminished traffic and lack of growth.
Here are four tips to keep in mind to keep your blog from being a Good Blog Gone Bad.
You’re Publishing a Novel: It’s no secret that today’s readers are pressed for time, which often results in a short attention span. Bloggers with good intentions sometimes go overboard and have blog posts that look more like chapter from a book than value-added blog posts. Research has shown that keeping blog posts short and succinct: around 350-600 words are best. If you feel you have too much information to share, break it up into a 2 or 3-part series or practice the old-school writer trick of trimming 25% from your completed content, then trimming it 25% again. The key is to have information that is “scannable” or easy to read and digest. If you break your content up with images and headlines, that makes it even easier for your reader to digest your content.
Attack of the Pop-Ups: I am all for monetization of blogs, but if your site has become the land of Pop Up ads, or one with ads in between every paragraph of content…you may want to rethink your tactics or at least dial it back a bit. Potential readers who visit your blog to enjoy the valuable information you offer are less likely to stay if they have to fend off multiple pop-ups or weed through ads to find your content. I for one will abandon a blog post if I have to skip through a lot of ads, or if your content is in slideshow form.
You’re Feeding the Trolls: As business professionals we can’t please everyone all the time. There will be times when a disgruntled party may choose to air their disapproval by commenting on your blog post. Oftentimes these are the same people who simply need to be acknowledged and redirected to an offline conversation. There are times, however, when folks who are unreasonable or irrational will choose your business as their latest target to vent and complain. If this is the case, don’t feed the trolls. Avoid firing back with your own angry comments and, unless they are exceptionally inappropriate, avoid deleting them. Choose instead to conduct yourself in a professional manner. Remember, the rest of your readership is watching as well.Readers won't stay on your site if they have to fend off multiple pop-ups or ads to find content.
You have no Call to Action: A new reader has shown up on your blog, read your content and is now ready to delve deeper into whatever you have to offer. The problem is, you haven’t told them what to do. Calls-to-action on a blog are just as important as they are on a website. You’ve hooked this new fish, now you need to reel them in with additional offers, directions and options. Calls-to-action on a blog could be as simple as asking them to contact you for information, include highlighting an offer for a free report at the end of a post, an invitation to connect on social media, or even suggesting more reading material. The bottom line is not only do you want to give them a reason to stick around; you want to give them reasons to come back and tell them what you want them to do next.
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In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!