This second of a three part series on blogging tips deals with audience attraction. Now that the blog strategy and selected topics are tuned for the right audience connection, another critical exercise is to ensure that your blog efforts are F-O-C-U-S-E-D on capturing the attention of your audience. The next part of this series deals with creating quality content.
Content consistency is paramount. That is why it is important to blog at least twice a week especially when starting out. If there is nothing new for readers to see, they will quickly lose interest and see you as disengaged. But beyond the retention of repeat visitors, the frequency of posts impacts the number of new visitors to your site as well. Each new post, for example, adds to the number of indexed pages recognized by the search engines. Fresh content also signals to the search engines that your authority on the subject is backed by frequently updated information.
This not only improves the chances of target audiences simply finding the content, a study conducted by Hubspot revealed the following impacts on lead generation as well:
- An average company will see a 45% growth in traffic when increasing total blog articles from 11-20 to 21-50 articles
- Companies that increase blogging from 3-5 x/month to 6-8 x/month almost double their leads.
According to Lee Odden, author of Optimize, “Blogs are one of the most powerful publishing platforms that integrates the best of SEO, content marketing and social media optimization” (p. 147). As the centerpiece of content marketing, blogs can serve as an aggregator of all your content while exploiting the power of its search potential and social outreach.
Search is greatly enhanced by its text-rich content and ability to attract links. But this requires attention to the following opportunities you have to boost search results.
- Optimizing your blog domain URL, titles and page construction descriptions around key phrases relevant to your target population and the benefits you provide.
- Optimizing each blog post around keyword phrases you are targeting for persona pain points.
This last point refers to visible text opportunities as well as the hidden HTML text used in tagging and page construction. Each post provides an opportunity to exploit key phrases in the visible body of text where special attention should be given to the titles, headers and the first paragraph of the post. In addition, bloggers have ample real estate in their HTML meta tags for describing their content through title descriptions, tags, anchor text, and image alt text.
The key is to tag and categorize everything but without overdoing the process. If the algorithms sense that you are engaged in keyword stuffing, you can get heavily penalized in search results. Instead, focus on simply being the best answer to what your target audience repeatedly asks. The latest of search algorithms (e.g., Hummingbird) will likely credit your content to a popular search query and reward you with high search results.
This also implies, however, that your content cannot be too short as it provides few opportunities to demonstrate your authority on the subject. So despite the pressure to keep blog posts short due to overcrowded content, blogging experts suggest that posts exceed 500 words for searchability.
Blogs lend themselves well to hosting mid-of-funnel content often through registration pages, download links and embedded presentations. For example, you can make an audio version of your blog post for an upcoming podcast show. This cross-promotion not only boosts the exposure of your other content (e.g., podcasts, webinars, videos and apps), it allows a top-funnel to mid-funnel connection with your target audience.
The same applies in the outbound direction. You can make you posts social by abbreviated them for microblogs, newsletter digests, weekly roundups, social media posts or social networking group discussions. A link to the more comprehensive blog post could then provide detailed information if needed.
In addition to cross-promoting, blog posts should be crafted with an intent to create multiple pieces of content often in the form of a blog series. Turning blogs posts into podcasts, slide decks, eBooks or white papers are just a few of the many ways to repurpose your posts. This saves on resources while providing an avenue to mid-funnel content in the process. An additional blog post – remember this for search potential – can then be used as an introduction to the deeper content. As an example, see how this is done on my own blog for showcasing eBooks and by the Content Marketing Institute for their podcast introductions.
But in order to deliver something of value to your target audience in your post, you need to offer something unique. If not, your audience will merely see you as a curator of others’ ideas. A great way to start is to look for original content. This could include recently surveyed information or breaking news.
But as blog experts will point out, unique content does not always have to be original. You can write about your unique strategies or experiences as well. Many bloggers merely provide a unique angle to widely discussed topics. If not their own, they invite experts to share their thoughts. Either way, by providing a unique perspective, you help your audience with interpretation and judgment.
I applied this to my own field when evaluating social media books to read. There are plenty of practitioners who rate their Top 10s; so I reviewed, rated and ranked the Top 25 social media books from an academic perspective. As acknowledged by bestselling author, Jay Baer, the countdown offered something new to the social media community.
Another approach to making your content unique is to play the role of the contrarian or devil’s advocate. Readers then benefit from the counterpoints often giving you the credit for having a fresh perspective. And by building controversy into your argument, readers will often become more engaged as they feel compelled to share their own perspective.
Ironically, a fourth way to make you content unique is to back off on over addressing audience needs and focus more on injecting your own passions. After all, it’s how others respond to your ideas that count the most. Social media author, Jay Acunzo, puts it this way: “If you only think about your audience, you’ll likely start to sound exactly like all your competitors.” Ideally you want to blend you audience’s interests with your own. This can best be accomplished with a personal story relevant to your audience.
The key to making your blog shareable is to first make your posts easy to share. Most blogging platforms allow you to accomplish this very easily through plug-ins that include sharing across dozens of platforms. At minimum, your posts must be reach where your target audiences hang out. This could include relevant LinkedIn groups, Google+ communities and Twitter chats.
The more emotion felt from your post, the greater the opportunity to be shared. This could include the use of humor, heartfelt moments, feelings of astonishment or inspirational stories.
Another inducement to share is based on the passing of bragging rights. This is why articles on breaking news are key. Readers are often anxious to share what they believe to be an exclusive discovery.
To ensure your content is shareable with a relevant audience, it’s important to syndicate it through an RSS feed or through the many blogging listing directories, social bookmarking sites and news aggregators. Finally, you can post the blog outside your domain with the intent of creating a new audience. This can be done by featuring your posts as a guest blog on a high traffic site as well as posting on social networks like LinkedIn.
Eye Catching Title
Without a doubt, headlines are the most important part of your post. And to craft one effectively, you have to pique your audience’s curiosity. One way to do this is to distract them with a message that seems out of sorts. When asking my students what advertisement they remember on a highway sponsoring over 50 signs, they invariably recall two of them. One says “You Wife is Hot”. Reading further, the sign says “You Better Fix Her Air Conditioning”. The other says “We Buy Ugly”. Both represent anomalies that capture our attention.
Asking a question – especially if it’s provocative – can also pique your audience’s attention. At minimum, curious readers may enjoy the insights from a contrary position like “Will Instagram Disappear”? Leading blogger, Jeff Bullas, often uses negative terms in his titles. His post on “The Top 15 Social Media Marketing Strategy Mistakes to Avoid” has amassed nearly 3K tweets.
The fast growth of video for content marketing has undoubtedly created the most powerful means of attracting and engaging target audiences. A challenge at this point, however, is to make the video searchable. One way to accomplish this is by transcribing the audio and posting the script along with the video. This will help the content get found by search engines. Once transcribed, the scripted version could be embellished with slides, diagrams, infographics and photos to make it more appealing as a blog post.
The same could be accomplished for audio podcasts and conference presentations. Recordings can be spelled out into scripted versions with embedded slides and audio takes. This not only provides an additional opportunity to release another blog post, it captures the attention of search engines recognizing the embedded link s potentially from high page ranking sources as well as the keyword rich text in the script. If permitted by the podcaster or presenter, the script could be optimized around additional search terms that further boost the page rank.
So what are some of your additional suggestions for focusing your blogs on audience attraction?