I see this phenomenon happening all the time with company blogs, and it’s not hard to see why. In most niches you’ll be competing with hundreds of other blogs for the attention of the same few readers, and to stand out you’ll often need to produce something truly exceptional. Making great content can require serious time and money, but as Rand Fishkin shows in this Whiteboard Friday there are many tactics out there that anyone can use to improve their blog readership.
Share More Than Once
This first tip comes from Garrett Moon, who suggests in a post on KISSmetrics that companies aren’t sharing their blog content nearly as much as they ought to. Many of us have the mentality of “share once and forget”. We publish something on our blog and distribute it across all our social media channels once. But what about all those people who missed that initial communication?
A much better solution is to share each blog post multiple times, depending on the platform, in a timely fashion. For example, you might tweet, Facebook share and Google+ you article as soon as you hit publish. Then a day later you might want to tweet it again. Perhaps the following week it’s time for another Google+ share, and so on.
Get Influencers to Write for You
This is an excellent tactic from Matthew Barby. If you really want to grow your audience, the key is to get influencers to write for you. This means reaching out to the bloggers in your niche with the largest social followings and the ability to write consistently excellent stuff, asking them to become contributors.
By getting these guys and girls involved, you’ll not only be getting exceptional content for your blog (content that will hopefully earn you links and shares); you’ll also be getting access to a powerful distribution channel in the form of the influencer’s social network.
Of course, unless your blog is super prestigious you will probably need to pay these bloggers to write for you, and you should definitely specify as part of the arrangement that they share the posts on social media. That being said, I think this option makes so much more sense than hiring a “general purpose” content creator.
As well as payment, you could also offer bloggers the following perks:
- Offer to share content on their own site (but only if you have a large social following)
- A link back to their website from every post they write for you
- Give them free use of your products or services
Working with influencers is a fantastic way to improve blog readership. A nice bonus is that often these guys write for other big media sites as well, so they may be able to link to something they have written for your blog from a third party site in the future. It’ll be like you buy traffic but with a more promising future relationships.