Business blogs are an amazing source of relationship building and information sharing. They are also an excellent way to drive traffic to 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 value-added blog posts. Keep blog posts short and succinct: around 300-600 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.
Attack of the Pop-Ups: I am all for monetization of blogs, but if your site has become the land of Pop Up ads…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.Readers won't stay on your site if they have to fend off multiple pop-ups or weed through ads to find the content.Click To Tweet
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.
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 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 via WP’s WordPress Popular Posts plugin which is a highly customizable widget that displays the most popular posts. 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.
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