It's important to remember that just because you have a blog post doesn't mean people will read it. You must let your audience know you have new content to share with them. Here are three main ways to increase your blog readership and engagement to ensure you maximize the effectiveness of the new content you create.
1. Send Blog Email Notifications
One of the best ways to communicate with your existing contacts is by email; blogs give you relevant and helpful content. In addition to optimizing your blogs for keywords for SEO, emailing your blogs to your audience is a critical element of a blog amplification plan that companies can miss. Marketers and business owners often don’t think their blog is successful because no one reads them when they publish their blog. An essential way to generate qualified traffic to your blog is to allow website visitors to sign up to receive blog notifications when you post a new blog. People want to stay engaged with your blogs, but they will never know if you don’t tell them a new blog has been published.
One of the fastest ways to generate traffic to your blog is by allowing people to subscribe to your blog to receive email notifications. The best way to do this is to create a blog subscription form that resides on each page of your blog. I recommend the upper right corner of your blog page so it’s visible when people first view your blog. On some marketing automation platforms, you can even give people the option to choose how frequently they want to receive your blog. For example, we have given people the option to receive daily, weekly, or monthly blogs based on how often they want to hear from us. This enables them to opt-in at a frequency that is most convenient for them. (You can see this on the top right of this blog post.)
Then you can create an email automation sequence in your marketing platform that will automatically generate these blog notification emails when a new blog is published. Across 35 of my clients who blog consistently, in the first 12 months that a blog and email notification is active, we see a 38% - 46% open rate on notification emails, contributing to 28% - 35% of overall website traffic.
2. Share Your Blogs on Social Media
The next most important way to get your blog found is to share your blogs on your company's social media channels and even your personal social media channels, depending on your company affiliation. Sharing your blog on social media expands the reach of your content and shares the blog with individuals who have expressed interest in following your organization by “liking” or “following” your social channels.
You should also share your blogs more than just once on social media. You can share them many times over several months and even years. I have blog posts for our agency and clients that are still relevant years later, and a new audience finds the information valuable every time they are shared. For example, I wrote a blog about integrated marketing communications in 2016. As of July 2022, this blog has had 117,000+ views, entirely from organic search, email marketing, and social media. There has been no paid media associated with this traffic. This blog continually drives qualified traffic to our website and converts those visitors into prospects.
3. To Increase Traffic, Blog Often
I am frequently asked how often companies should blog to start seeing results. The answer is that the more, the better. However, you always need to ensure you are creating high-quality content for your audience. To start, I recommend that organizations set a goal of one new blog per week. This gives you weekly content to share with your email database and social media channels. At the same time, it also provides regular updates to your website, which will positively impact your SEO. After you feel comfortable with the content creation process, you may consider increasing to 6 – 8 blogs per month. The more, the better, but just make sure it’s an attainable goal for content creation and that you don’t sacrifice the quality of your content.
As you can see, your blog isn’t just one piece of content. Your blog takes on a new form of lead nurturing and lead generation through your blog’s many ways to deliver value to your prospects and customers. Your blog can reach your target prospects through search engine optimization, email marketing, and social media to drive website visits, new prospects, and re-engaged leads to help you reach your revenue generation and customer retention goals. Remember, consider all the ways to optimize and amplify your blogs to make the most long-term and significant impact on your organization.
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