How we get so many eyes on our blog posts

 
 

You might have seen us sharing some of our blog stats on social media. Things like the fact that 60% of our website visitors arrive through a blog post. Or that 38% of our weekly traffic comes on a Wednesday, which is blog day.

Copywriting briefing meeting Rin Hamburgh & Co

Our blog is hugely successful for us not only in terms of driving website traffic but also increasing brand awareness and helping to establish us as experts in our field. But how do we actually get so many eyes on our blog posts?

Knowing what our audience wants to read

We put a lot of thought and effort into finding out as much as we can about the people who become our clients. Through conversation, research and reading widely we have created client personas that allow us to focus very clearly on where we can provide value.

All of this helps us to generate content ideas that will engage this group. For example, we know that the business owners and marketing managers we work with are usually time poor. Which is why we wrote a post about How to save time with your content marketing. Marketing managers are constantly having to justify what they spend, so we wrote How to make the most of your marketing budget in 2019.

We take a very agile approach to this so that we can respond quickly to our clients’ needs. For example, after having feedback from one business owner that she didn’t understand what we meant by CTA, we wrote a blog post on CTAs, body copy and pull quotes: copywriting lingo explained.

Writing headline that grab both people and Google

Our primary concern is to write blog posts that are genuinely interesting and useful for our clients and potential clients. But we’re also aware that we need to be ticking as many SEO boxes as possible. While we don’t claim to be SEO experts, we have deliberately learned enough to inform our copywriting.

When it comes to telling a search engine what a page is about, headlines and subheads are important. So it’s important that these contain relevant keywords. However, you also don’t want to ‘keyword stuff’ which risks flagging your post up as spam.

For example, in our blog post on How to generate content ideas that get results we went for a fairly ‘does what it says on the tin’ headline that included a phrase that people might be searching for (ie. how to generate content ideas - Google is good with synonyms so if someone searched ‘How to get content ideas’ for example, that would work too). In the H2 subheads, we used the word idea a couple of times and the word content once, strengthening the authority of the post without overdoing it.

Socialising our blog posts as much as possible

We’re not naive enough to think that all we need to do is write a blog post, publish it and then sit back and wait for millions of people to seek it out. Yes, SEO is important because people may well be searching for exactly what you’re writing about. But let’s face it - it’s a crowded market. There are probably a lot of people blogging about fairly similar things.

Which is why it’s important to have a strategy for getting your content out there. Our blog posts go live on a Wednesday. We immediately publish it to our Facebook page, Instagram and LinkedIn. We share the Facebook post in a couple of networking groups on that platform, the Instagram post with an Instagram pod we’re a member of and the LinkedIn one via an engagement circle on WhatsApp. All of this boosts our post.

But we don’t leave it at that. There are so many other ways to share a blog post other than ‘Check out this cool thing we wrote’. You can pull an inspirational quote from the copy and style it up as a visual quote card like we did in this Instagram post. You can ask a question that relates to the subject of your post and get people engaging that way.

And then there’s other formats - recording the blog post as a podcast or filming yourself chatting through the content on video or via a Live video feed on social. If your blog post is a ‘top five’ list, why not try sharing one a day for five days?

Worth the effort

If all of this sounds like a lot of hard work, it is. No one said marketing was easy! That’s why there are so many marketing agencies out there charging pretty hefty fees to look after this kind of thing for you.

The point is that if you’re going to invest in a blog - whether you’re investing the time to write it yourself or the budget to get a staff member or external agency like us to do it for you - then there’s no point crossing your fingers and hoping people are going to read it.

Making a blog the central focus on your content marketing strategy can be hugely effective but you need to have a strategy to support your efforts if you want to see maximum results from your efforts.

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Want to read more? Try this - Why blogging should be the heartbeat of your content marketing strategy

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