Create and sustain interest by focusing on a particular topic, such as how to properly pack a kitchen for storage or tips for keeping a unit mold-free. By announcing the blog series to readers and offering the series schedule, they can check back for the weekly or monthly installment. Through a compelling series, you can attract followers and even convert them to “super” status to become avid blog readers and active participants in your network.
These super followers are engaged. They will regularly read, comment and link or otherwise share your content. This is a brand builder for current customers who use your products and services. Reach out to these contacts to create more super fans. When you write for your super group, you’ll be presenting valuable knowledge to a known entity. Continued two-way communication gives you a sense for what they deeply care about and what dialogue will be useful to them, triggering them to keep responding through their interests.
Be an Expert
A content-building strategy is to post excerpts from articles or other blogs. By using excerpts vs. linking away in the middle of your post, you can keep readers on your blog site while showing them you’re well-versed in the sphere of your industry. At the same time, you can complement the excerpt with your own take on the facts or opinions you’ve introduced. This keeps readers locked into your analysis of news and events.
Build your reputation as an industry expert by giving readers a roadmap to all the interesting posts on your blog. Ensure easy navigation with several categories for posts. Everyone will be able to see how many posts are in each category and you can subsequently gauge which posts are most popular. Your archives will demonstrate how you explore timely questions, trends and specific high-interest topics.
End your engagement by asking a question or including a poll. These can provide fascinating, strong messages and generate measurable interaction. Readers are interested to learn what others are saying, and your blog can develop an educational forum for others’ thoughts and needs.
Mary Lou Denny is executive vice president of Walt Denny Inc., a full-service public-relations, advertising and marketing agency specializing in the home-products arena, digital marketing and social media. For more information, call 630.323.0555, visit www.waltdenny.com .