Having a blog is never enough for a certain type of client: the clients who are thorough in ensuring the brand they’re researching provides the quality they’re looking for. In their quest for the best solutions, these consumers want more than a simple description of the company’s products or services; they want to get to know each and every detail surrounding your company.
More and more brands are investing in complementary communication channels, of which a blog is one of the favourites, as it provides enough space to share extra information, get feedback and strengthen a brand’s relationship with the consumer. However, creating a channel and publishing content is not enough: you also need your content to reach your target audience.
If your articles don’t reach your potential readers, the hours you’ve spent planning, researching and writing end up being a complete waste of your time. If you want to make sure your content reaches your audience but don’t know where to start, keep reading – the following tips could be the key to your successful content strategy!
1. Share your blog posts on social media
The odds of your network of contacts having people with the same interests as you are high, and you should take advantage of it! Among your family, friends, colleagues, old school friends and acquaintances there are sure to be people who want to your articles.
Start by sharing your posts on your pages and take this opportunity not only to generate traffic to your blog, but also of being able to test your audience’s reaction and (who knows?) gather ideas for your next articles. All with no financial investment whatsoever!
2. Broadcast on digital platforms used by your target audience
If you have written one article about the most common mistakes made in your language and another about cheap vegetarian recipes, you are addressing two very different audiences.
It is possible that some readers can relate to both topics, but it’s likely that most won’t be, which is why it’s important to consider the target audience when selecting where you’re going to share the article. Do some research online and find out where the people who are potentially interested in your content are: what themes they follow, who their influencers are and what social networks they use.
This research will pay off, as you’ll be working to reach your exact target audience as well as showing respect for your readers – remember: sharing everything everywhere is, firstly, not a strategy, and secondly it “pollutes” the internet, causing negative associations for users.
3. Interact with the people who are interested in your subject area
It is important to interact and exchange information with your peers. Whether they are blog visitors, readers who comment on your article or people who don’t know your content, if they have their own page or an opinion on the subject, you should try to get their attention by interacting with them.
The bigger the audience you attract to your blog, the higher the chances of you reaching your goals, whether your goal is more views, more comments or more business opportunities. The trick is creating a consistent strategy that spans all the phases of content production, from planning to promotion.
Browse pages on your subject areas to find inspiration, learn, meet new people and participate in relevant communities. Don’t hold back from commenting, using hashtags or sharing, but only in the right places! Make sure you use online platforms and websites appropriately and don’t contact people directly without their previous consent. Creating spam and sending unsolicited emails will harm your reputation.
4. Set a content strategy for your blog
Build a consistent strategy and respect your audience from day one. No matter how small the audience is at the beginning, if they are happy, there is a huge chance they will keep coming back and even share your content with third parties.
You can increase traffic to your blog by taking advantage of each article’s “peak”. Instead of sharing everything at once, or on all your channels, test your audiences to find out the most effective timing and frequency of posts, to create the perfect content strategy for you.
Stay on top of results and analyse them frequently. Eventually, patterns will start to become clear and you will be able to see which themes generate the most interaction, the ideal length of your texts and what time of day to post so that your posts get the greatest visibility. All this will help tune your strategy, bit by bit, until it’s perfect.
5. Try other (online and offline) channels
Do you have a good network of email contacts? Do you communicate with them regularly to inform them of news or special offers for your services? If the answer is yes, you could also use this mailing list to share your blog content, by sending out a newsletter.
If your budget allows for it, you could also buy ads to highlight articles in search engine results, on social media and on other relevant websites.
Depending on your strategy and target audience, it might make sense to invest in traditional channels. Sharing your blog with companies or partner associations, sending out a press release and talking about your company at an event where you are a speaker could be options to explore.
6. Translate your articles
The Internet can take your content to all four corners of the globe, but what’s the point if the consumer doesn’t understand the language you’re writing in? If you want to reach other countries, it’s time to diversify the languages you use to communicate.
With the help of a translation agency, you will be able to see which articles spark an interest in clients in different countries, enhancing your marketing strategy. Using content that is adapted to your users’ preferences significantly increases your chances of closing new deals.
There are so many ways to share your content, but whether you opt for the basics or for a more elaborate strategy, everything you do must have a purpose and be of interest to your readers. At the end of the day, they are the ones who will dictate the success of both your blog and your brand.