Over a decade has passed since the creation of the blogosphere and, now more than ever, businesses are jumping on the blog bandwagon. In the last five years alone, business blogging has more than doubled among Fortune 500 companies. The result has been an increase in brand visibility, consumer engagement, and lead generation.
Business blogs not only function as your brand’s cyber storyteller, but also as an extremely important method of starting a dialogue with your audience. Successful business bloggers know that consumer interaction and feedback is what keeps readers coming back for more. Let’s take a look at the five must-have qualities of every successful business blog.
Business blogging, when you’re starting out, is sometimes a gamble. Just like in gambling, placing multiple bets can increase your chances of winning. Having multiple contributors on your blog gives readers more options. If a reader doesn’t like (for whatever reason) a particular blogger’s style, having other options can ensure that readers stay interested in your blog without leaving your site.
Images and video are highly shared across all social platforms. Readers are more likely to respond to an idea when provided with a visual example such as an image or interesting video. Adding things like infographics or short videos to your blog post can increase reader interest and result in more sharing than posts without images.
Consumers don’t need to be told what to believe, but if you’re trying to convince them of something, you better have a good source. As blogging has gained popularity, fewer readers are taking information at face value. Your customers want to be able to double check that you know what you’re talking about. Providing a link or two to a credible source is a great way to allow them to check you out.
Time Sensitive Posts
As Daniel discussed in a previous post, newsjacking is a perfectly acceptable way to add some variety and time-sensitive “read me now” posts to your blog. A simple way to find newsworthy topics is to subscribe to industry-related blogs or set up Google Keyword Alerts, which deliver the internet’s latest articles and news to your inbox based on the keyword of your choice.
Finally, there’s no point in having a blog without a comment section. Some businesses are concerned about spam or vulgarity – in this case, it’s easy enough to moderate comments or post “commenting rules” somewhere in your blog’s “About” section; however, omitting the comment section altogether only serves to alienate your audience. You’re no longer talking with your audience, but at them. Giving your readers the option to participate in a dialogue with your business is what blogging is really all about.
For any business willing to go through the trouble of creating and maintaining an active blog, the goal is always for content to be read, digested, and shared. Creating compelling content on your business blog while including the above five things can help your website skyrocket to the top of the Google search results page.
Does your business have a blog? How does your blog engage readers?
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