What needs to be understood about operating a blog for business is that it’s different than operating a blog for fun. A hobby blog can be updated whenever you feel like it and the content topics can vary depending on what kind of mood you are in. A business blog, on the other hand, needs to have a strategic focus. As part of a well rounded marketing strategy, a business blog is an outlet to share relevant information with stakeholders including current customers, potential prospects, and others that are interested in your company or industry. Blog content establishes brand trust over time. In addition, a business blog has search engine optimization benefits. An important component of an SEO campaign is content. Blog posts can rank in the search engines over time and the search engines favor websites that are updated with fresh content.
Of course, a business blog is only worth the time and effort if people are actually visiting it. It takes a long time to build a loyal blog following. People only have so much time in their day to dedicate to reading blogs, and there are lots of other blogs out there competing for their attention. Since it’s difficult to get people to visit your blog, especially in the beginning, it’s necessary to create a destination that a person wants to visit again and again.
If you want a blog visitor to come back to your blog, the content quality obviously needs to be good, but there are other things to consider as well. One important tip is to keep the blog interesting. No matter how good the content is, if every post looks the same that can get boring after awhile. Switch up the content of blog posts to include infographics, charts, graphs, videos, etc. in addition to a few paragraphs of text. People tend to browse blogs when looking for information so avoid run-on paragraphs or blog posts that are over 1,000 words. If you have a topic that is worthy of more than 1,000 words, consider breaking it up into a series of posts. People can only consume so much information at one time. You don’t want to overwhelm them.
In addition to the content, you need to make sure that the blog is visually appealing. Ads and too many social sharing buttons create excess clutter that can be distracting and look unprofessional. A business blog shouldn’t use a custom template, but should be designed in a way that conveys the brand image and tone. If it looks outdated or if there are usability issues with the blog, that’s enough to turn someone off.
Perhaps the best way to maintain blog traffic is to actually maintain the blog over time and keep it active. Establish a blog posting schedule and stick with it. The worst thing that you can do is leave your blog visitors hanging without a new post for an extended period of time. An inactive blog is an indicator of laziness and is unprofessional.