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You’ve created a blog, it’s started bringing in traffic, but is it doing enough? It’s a conundrum faced by many websites, just how do you measure the success and relevance of your blog?
The old adage that ‘if it ain’t broke, don’t fix it’ might work in some online ventures, but the same can’t really be said of a blog. Whether it is used as an accompaniment to a primary site or as a standalone information resource, a blog needs to maintain a certain level of freshness to avoid slipping into ambiguous irrelevance. So what can you do?
Well, first and foremost, don’t start trying to force your blog posts. If there is nothing to say, sometimes it is better left unsaid. Whilst most would agree that regular updates are preferable; for most business websites, the resources and the content might be too elusive to do anything more than a couple of pieces a week. Quality can sometimes be a very handy substitute for quantity.
Keep Blog Content Engaging & Relevant
You may also have to define exactly what your idea of success is when it comes to your blog. Do you just want to attract as much traffic as possible without targeting any particular sectors, or would you prefer to appeal to a select demographic? High traffic volumes are always satisfying, but if nobody is making it to the end of your posts or visits your intended target page – more prevalent for business websites – then is it really doing its job?
A blog should really have two key purposes. First of all it is there to attract visitors and ensure search engine spiders have plenty of new content to index. Secondly, it should provoke thought or discussion, hopefully enough to garner a response. If you’re not achieving both, then it may be time to re-evaluate – that is, if you are serious about blogging of course.
What are you writing currently? What headlines are you using? Who will find your content interesting? Who do you want to read your blog? How can you reach them? If you’re looking to evaluate your blog and find out where it could improve, these are the kinds of questions you need to be asking.
Above all though, your readership should be the top priority. If they are likely to find your post informative, interesting or thought provoking, then the fundamental task has been fulfilled. If you’re recycling ideas and adding very little in terms of a personal touch, then you might find that your site soon becomes a red light to online traffic.
Invest Time to Optimise Quality
As an SEO Company, Koozai regularly extol the virtues of creating and maintaining a blog to our clients. Whilst it can be difficult to find the time, the result should more than justify any additional effort that you’ve put in. Our blog represents the multitude of services we offer, the experts we have within the company and the industry that we’re in; all of which is combine to hopefully provide a few useful hints and talking points.
So the freshness of your content may well prove to be relative. Not all businesses and industries have a ready supply of content at their disposal; however, that said, there’s no reason why you can’t still create something unique and engaging. Each blog post adds further visibility to your site. It can attract additional visitors, links and maybe even customers. Don’t get lured into creating content for the sake of it, equally don’t get put off of writing posts that are a little different to your usual.
Engage and challenge your readership. Make your blog, and your site, somewhere that people will choose to visit time and time again. Learn from comments and feedback, and allow your blog to flourish as a result. Just don’t give up on it.
I frequently get asked about my job as a Content Marketing Strategist by aspiring content marketeers looking for insight into digital marketing. What do the day-to-day tasks involve? What kind of skill set is required? And what do I enjoy most about this role?
Here is the final instalment of our recaps on today’s Search Leeds conference, complete with key points, top tips and actionable and tangible takeaways for you.