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Focusing on Your Readers, Clients, and Visitors
You still update semi-regularly, but you’re just not seeing the performance and click-through rate you want to get out of your blog strategy.
This is a great time to take a look at the big picture and remember why your blog exists—to give visitors the information they want. You’ll kill two birds with one stone by truly focusing on your readers, clients, and visitors. You’ll get a better idea of the content they’re looking for, but you’ll also get the chance to improve customer rapport and find a new direction your business should pursue.
Do the Research on Your Users
Start with your blog, web traffic, and social media posts. Highlight the topics or promotions that generate the most traffic and response on social media, but pay extra attention to any underperforming content. Visitors vote on your content with clicks and comments. If you aren’t getting much of a reaction, there’s no better indication that you shouldn’t repeat those mistakes.
Rethink Your Approach to the “Hot Topics”
Once you’ve identified a few priority subjects for posts, think of a fresh approach to reengage users’ interest. If your industry news and technical information posts generate lots of traffic, consider taking an entertaining or interactive angle on similar topics. Try your best to increase user interactivity by responding to blog comments or specifically addressing a comment as a blog topic in the future.
Find the customer segments that are the most active in seeking out information on your website and blog. Make a specific schedule for sharing blog posts and arrange it so you cover these segments regularly. Suppose you’ve identified a handful of topics that consistently generate traffic. In that case, you should consider turning it into a weekly feature to create a pattern for your visitors to follow and expect.
Look for Creative Input from Others
Perhaps the most common mistake is relying on one person or team to create the blog content. Start to emphasize collaborations with other departments in your company, and get in touch with anyone who frequently interacts with clients. They may have a few pointers for hot keywords or up-and-coming trends your customers are excited about. An outside perspective can give you critical insights into your use of language and topics that might be turning off users.
Update the Look and Feel
Review your last few months’ blog posts and track how many infographics, photos, videos, and other visual media you’ve included. If you can count them on one hand, you need to start including photos with local clients and business partners or gathering more data for statistics and charts to give your readers an inside look at your company and the industry.
Make a push for more visual appeal with each subsequent blog post. Stick to a plan of consistent improvement that you and your readers can clearly identify. Your regular readers will take notice of the new efforts, and you’ll start to attract new users. Every business continually reviews and improves its products, services, customer interactions, marketing campaigns, and more. Your blog updates and the creative process are no different!