BLOGGING YOUR BRAND: ARE YOU POSTING ENOUGH?
Whenever I work with a company who complains that they don’t get enough traffic, my first question is “How often do you post?” Because if it’s not at least once a week, then you’re not posting enough. No one routinely checks websites that never change. If you establish a pattern of new content cropping up every week (more than that is even better), people will learn to check your blog more often, bringing you more traffic. Keep it somewhat unpredictable though, that way you keep your readers on their toes.
If you don’t know what to write, look through your inbox. Do you consistently get the same questions over and over about a particular product or service from your customers? Your blog is a perfect place to spotlight that with an informative and useful post. Take a look at your analytics: does one of your main keywords need a rankings boost? Create a blog post with optimized links and anchor text back to your website. If you have an interesting take on a current event related to your industry (i.e. a software company’s opinion on the iPad) that’s a great topic too. You have a lot to say, but you may not have considered blogging as a marketing/PR channel for your brand. That should change.
If you simply haven’t got the time each week to sit down and blog, consider writing a few posts in one sitting and then using your Content Management System (what you use to manage your self-hosted blog, but we’ll get to that) to schedule the posts and stagger out the days they actually publish. That way your readers keep coming back all month long for new content, even if it only took you one morning’s work. If you’re just not the writing type, consider an audio podcast or video blog/vlog. These mediums can be used to great effect and can easily go viral if the content behind them is solid. Get creative! Post consistently on your company blog and new visitors and potential clients are sure to come your way.