Blogging is one of the most effective ways for businesses to promote their brands online, drive traffic to their websites, and increase their overall conversion rates. But blogging requires a constant stream of new content, and creating interesting and meaningful articles can be really time consuming. While there is no way to escape the need for new material, there are ways that webmasters can optimize a business blog’s performance over and above the creation of new content.
While these techniques can in no way take the place of publishing high quality content on a regular basis, they can help business owners get more out of their blog’s in between scheduled blog posts. And more to the point, a blog that is performing at peak efficiency will naturally maximize the value of any new content that gets published in the future.
Make Your Blog Social
Going social has become almost a mantra for webmasters, and while social media will never be the end all and be all of SEO, it can generate a great deal of traffic for your website. Add social sharing buttons, and social follow buttons, to your blog if you haven’t already. Give your current followers the opportunity to share your content on social media platforms. This will allow you to reach a wider audience and potentially grow your customer base. Some popular sharing plugins that we use are:
- Digg Digg by Buffer is one of the most popular out there. It has all the social sites you need and typically displayed using the floating bar option.
- Flare is really climbing the ranks in popularity. It can act a little strange with conflicting stylesheets, so make sure to check. Otherwise great plugin.
- ShareThis is still really popular as well. Where it lacks in options, it makes up for as a solid and trusted plugin.
Concentrate on Increasing Subscribers
While social media can help to expand your blog’s audience and promote your brand, nothing can beat a robust subscriber list. A large portion of every blog’s traffic comes from subscribers who respond to regular emails announcing the arrival of new content. These return visitors are an invaluable asset for a blog, and it is important to find new ways to increase your number of subscribers. Consider the following methods of attracting new subscribers to your blog.
- Add a secondary Call-to Action to your blog posts asking for a visitor’s email, either within the banner, below the fold, or along the side.
- Add a dedicated blog subscription landing page to your website, and link this page to your business’ social media accounts.
- Include a subscription Call-to-Action with your regular emails.
Update Older Blog Posts
This idea can be very powerful. As a blog matures it builds up a backlog of content which should ideally continue to drive traffic to the website. Look at your blog’s analytics and identify those pages that have received a large number of hits, and that have generated a healthy number of inbound links. These articles have already proven to be valuable to your site by ranking for keywords, and they can easily be updated and redeployed to generate even more traffic.
Once the page’s content and meta tags have been updated, you can either send out subscriber emails containing a link to the updated post, or publish a new post with a redirect to the refurbished article. This is a quick and easy technique to give your blog a boost in the inevitable gap between new postings.
Update Your Call-to-Action on Older Posts
Over the life of your blog, your site’s Calls-to-Action (CTA) has undoubtedly undergone a number of revisions to make it more effective. Look at the existing content of your blog, and single out those pages that are still generating traffic for your website. Go back and update the outdated CTA on those pages, and bring them in line with your latest design. Concentrate on high performance pages first, and work your way backwards from there. If you’re not sure what your CTA is, it’s typically one of only a few things: drive sales, lead conversion, capture email, or promote sharing.
A successful business blog thrives on valuable new content, but it is impossible for webmasters and SEOs to remain chained to their keyboards 24 hours a day. The natural downtime in between new posts can be put to good use by applying the tips discussed here to maximize a business blog’s performance. While nothing can replace quality content as a driving force for your blog, these techniques can help optimize the potential of your existing content while laying the groundwork for the success of your next batch of all original articles.
What are your thoughts to increase the visibility of your existing content? Please share and feel free to start a discussion in the comments below.