MARKETING INSIDER
Anatomy of a Blog, Part 1: Key Elements to Improve Audience Engagement
Blogs require certain key elements to help improve engagement with your audience. Part one of this blog series covers the types of content to consider to reduce the burden on you but still offer value to your audience.
Keep It Short: First and foremost, publish content that's easy for you to create and that's quick for your audience to read. If you find it difficult to keep it short, split the blog into a series of shorter blogs like the one I'm doing with this series.
Educate: Your readers "don't know what they don't know." Educate them on topics such as compliance, best practices, and standard operating procedures. Tie your services to these topics as a way to promote them. The added benefit of producing educational blogs is it increases the likelihood that you'll be viewed as a subject matter expert, increasing your credibility and hiring opportunities.
Solve a Problem: Use blogs to solve common problems for your audience and link the solutions to the services you provide. Of course, you're not giving everything away.
Answer a Question: While working with clients, you'll hear numerous questions that are commonly asked. Turn your clients' most frequently asked questions into a blog. Again, remembering not to give too much away.
Listicles: Create a list; for instance, "Top 3 Tips to Prepare for Tax Season." You can create a list around any topic. Also, search engines like Google love to see numbers in titles, giving a boost to your SEO.
Multimedia: Using multimedia--images, videos, infographics--conveys data-heavy content in a simplified way. It also enhances the content, making it more engaging.
Repurpose Content: Existing content is one of your best resources. Here are a few options to consider: (a) convert key points from a webinar or podcast; (b) use previous posts linking them into one blog to create a theme; (c) take the opposite position of a previous post; or (d) put your own spin on a competitor's blog.
Blogging is a great tool to showcase your services. The content types listed above provide a variety of options for you to easily produce fresh and engaging content. Coming next week is the second part in this series which addresses the structure of a blog.
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