Ah, the one fear that many of us share: What if no one reads my blog?
As a business owner, your time is valuable and limited.
If you have a website, you may be interested in starting a blog to expand your reach.
On the other hand, some of us have already started blogging.
We might be excellent at blogging regularly to a clearly identified audience, or it might be an opportunity for us to learn more about our customers.
As a writer and content creator, I speak from personal experience when I say that blogging takes time, but you get back everything you put into it.
You'd be surprised how many people appreciate and value content that is authoritative, genuine, and hand-crafted to appeal to their interests, questions, and concerns.
Here's why you should blog
Blogs are excellent at driving traffic to your website.
They raise and spread awareness of you and your business.
They can help to establish you as an industry expert and thought leader.
They create connections between you and the millions of women searching the Internet for lingerie and bra fitting advice everyday.
In fact, if you're short on time, you can create a blog post in minutes with the right tools.
Whether we're writing hand-crafted pieces for your blog or sharing products, promotions, and events with your followers on social media, we all want our content to be read, liked, shared, retweeted, followed, and commented on.
For those of us who write regularly for our brand, we're also doing it to increase exposure, establish credibility and authority, connect with our audience, and build relationships with new customers.
If you write it, will they come?
The short answer is yes, but it will take time to build a fanbase.
Even when you're doing everything right and blogging with purpose, you might notice that you don't have many visitors at first.
As great as your content may be, unfortunately no one is going to read your blog if you're making the same common mistakes over and over again.
The worst part?
You might not even be aware that your content is missing these key components.
Here's how to get people to read your blog:
1. Define a clear reason for why you're blogging.
The first question to ask yourself: Why do you want to blog?
Then ask yourself these questions:
Are you trying to expand your reach?
Are you interested in driving business to your store through valuable online content?
Do you want to establish an online presence and showcase your authority?
Are you interested in using your knowledge and experience to help women find the right bras?
Having a clearly defined "why" is invaluable to a successful blog.
As the voice of your brand and business, everything you do for your blog has to be centered around your "why".
Once you determine your why, writing becomes a lot easier.
2. Create detailed buyer personas.
Buyer personas are highly-personalized semi-fictional portrayals of your customers.
They often include gender, age, job, marital status, family size, income, pain points, interests, and purchasing motivations.
Buyer personas are an excellent source of insight for creating customized content.
A suggestion: To avoid unintentional sterotypical biases, try not to name your buyer personas (warning: the linked article contains strong language).
3. Provide content relevant to your audience.
Are you writing what you want to write or what you think your customers want, without addressing the needs of your customers?
This is where your buyer personas come into play.
When creating content, be sure to reference your buyer personas for guidance.
They'll keep you on the right track to writing blog posts that speak to your audience.
4. Address the concerns and issues, or pain points, of your customers.
This ties into providing relevant content for your audience.
When writing, you might find it quicker and easier to write about your business, recap a past fundraiser, or talk about an upcoming store event.
All are good content options, but you'll need to go a step further if you want to entice readers to keep coming back to your blog.
If you're looking for a simple yet effective blog post topic and you've determined the audience you're writing for, start by answering a frequently asked question.
Your customers are often your best source for finding new content.
How can you continue the relationship in a meaningful way once they leave your store?
For example, do your customers have questions about bra wear and care? Consider answering their questions in a blog post.
5. Utilize SEO in your writing.
SEO, or search engine optimization, is critical if you want your blog posts to be found and read.
Without delving too far into the world of SEO, it's best to write at least 350-500+ words per consumer-centric blog post and include search-specific keywords.
For industry blog posts, you'll want to write anywhere from 1,500-2,500 words. While there's a lot of information out there on SEO, this article from Moz is a great start.
6. Don't forget to promote your content.
After writing your blog posts, the next step is to promote them.
First, identify the best platforms for your blog post based on its content material and length.
If you're unfamiliar with the demographics of the main social media channels (Facebook, Instagram, Snapchat, Twitter, LinkedIn), take some time to research each one.
All of the aforementioned chanels have very different demographics.
Facebook: If it's consumer-based, consider sharing the blog link on Facebook.
Instagram: Consider Facebook, but don't rule out Instagram. Consider creating additional content such as an image with words from the blog post.
Snapchat: Can you talk about your blog post? Share it a few key takeaways with your Snapchat followers.
Twitter: Can you take a meaningful quote from the blog post or talk about your content in 140 characters or less?
LinkedIn: Is it industry-based? Consider LinkedIn.
While writing and promoting, always try to get the most out of your content. One piece can turn into three pieces posted on multiple platforms if you're intelligently re-purposing it.
7. Consistently produce new content.
Unless you begin with a loyal and dedicated fanbase, when you first start blogging or decide to take a break, you might only notice a few visitors on your blog. This is normal; it takes time to build a following.
Don't let this discourage you from creating fresh content.
Without a doubt, your readers and customers are interested in your opinions and expertise.
Though it might seem like only a handful of people are reading your blog at first, that number will grow if you consistently produce quality content.
If making time to write is a challenge for you, try using an editorial calendar to organize your blog posts.
By avoiding these common mistakes, you can successfully currate a blog that will drive traffic to your website, increase awareness of your brand and business, reach new demographics, and most importantly, nurture customer relationships and grow new connections.