If you’ve got a blog that’s not doing as well as you might’ve hoped then one of the reasons for this could be the focus of your content. A lot of business starting out with blogs make the same mistake, they throw out a lot of content about how great they are in the hope of turning readers into customers.
Promotional material like this is fine. However, if that’s the only type of content you’re putting out there, it’s going to get stale pretty quickly. People don’t like sales pitches and people particularly don’t if that’s all they’re hearing.
Instead, it’s good to mix it up a bit and have different types of content. This ensures that no one gets bored and you’re getting the most out of your content. So what types of posts should you try?
We’ll start with the obvious one. Promotional pieces are fine as long as they’re relevant and few in number. You can give your sales pitch but tailor it according to what the customer will get out of it rather than just talking about how good it is.
If you’ve got a new feature on your website or are bringing out a new product or service, then this could be a good feature of a promotional piece.
News pieces on things happening in your industry will help to mix up your content with a bit more authority. These types of posts will keep people who are interested in the industry coming back. As it adds authority, this can help with customer to brand trust.
Tips and tutorials
These articles show that you’re an expert in your industry. Getting handy information from a business automatically puts them in a better light from the customer’s point of view. This also creates a sense of trust and familiarity. People are more likely to buy from a brand that’s familiar and has helped them out before than another brand they don’t know much about.
The list post is still going strong. They’re great for people who just want a glance over an article as they can be digested quickly. You might find that this post format has been done to death and you wouldn’t be alone, but there’s no denying they’re effective and popular.
Depending on whether it’s suitable for your business and blog, you might want to try a post where you do a review of something. For an example of this, take a look at our Team Organic Tries series where we review handy tools like Slack and Trello.
Something a little controversial
We’re not saying do something so crazy you’ll get in trouble and damage your brand. What we mean is a post that shows a different take or a critique of something popular. People are guaranteed to disagree but this is the kind of thing that will spark a debate and could lead to a boost in engagement. Just tread carefully here and get a few opinions before you post.
People generally like visual information, this is why infographics are so popular. They catch the eye much more than a traditional blog post. They can also be easier to read as they’re displaying short snippets of information. They are popular to share via social media too.
If you can interview people in your industry you can extend your reach and make connections with another business for a bit of co-promotion. Interviews can also be distributed in different forms from blog posts to videos to podcasts. It adds something a little different.
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