Now that you’ve read my post about why you should be blogging, I expect you now have a blog setup and have published a first post to share your knowledge and expertise and are now wondering why no one read it….. ok, I don’t REALLY expect that, but I do want to talk about how to see success as quickly as you can:
One of my awesome colleagues, Erika Horrocks, blogged internally today about “3 reasons your blog post only has 70 views“. In her post, she touched on the following topics which are problematic to driving traffic, and more importantly, audience engagement once they are reading:
- You offer no value
- Your buzz words are boring us
- Your entry is long and dull
Restated, you could say that to build a well read blog that drives a lot of traffic and engagement you need to:
- Offer value. Give your audience something they can use whether it is deeper technical knowledge or a direct call to action
- Speak in real and clear language. Jargon and buzz words don’t mean anything. Drop the buzz and be human.
- Be concise and provocative. Bullet points combined with brief story telling can be quite compelling… and don’t be afraid to shake things up a bit, like my title may imply
Obviously, I don’t quite adhere to these bulleted items all the time. Concise is just a high scoring word for me if I land it on a TW/TL tile in WordsWithFriends. I also often speak in industry jargon, forgetting that the real meanings behind my ideas are lost that way. These are all reasons why I rarely ever reach even a paltry 70 views on my posts. But, I do also have a few other tricks up my sleeves to ensure some level of visibility greater that what a “build it and they will come” attitude would draw (which is entirely zero by my calculations and observations).
To drive traffic to your blog you NEED the following components:
- Solid content. This is the value side of the equation. Content is king; without content, there is no reason to bother reading. I want to come away with a sense that I got something from your post that I can use to take some action later.
- An established or growing network of people who would want to read your content. Without an audience you’re just yelling into the vacuum of the ether; no one can hear you scream there
- A balanced sense of self promotion. Once you’ve built your content and your network, you NEED to promote it. This is where the “build it and they will come” attitude does you more harm than good. No one is going to come read if they don’t know you’re writing or where to go. You’ve got to let them know about your content.
The last point there is tricky for me, as I’ve never been comfortable with self promotion, but I’m also guessing that 95%+ of you reading this post didn’t get here because you subscribed to my RSS feed or email list… you saw it because I promoted it, which hopefully helps prove my point here: Once you’ve created your amazing content, you’ve GOT to tell people about it.