Ask the experts, and they’ll tell you that if you want to improve your business blog, you must regularly power it with high-quality content.
Though the tips below are not intended to replace a consistent flow of engaging, relevant, and informative content, they can help you improve the performance of your blog (without your actually blogging).
1. Invite guest bloggers.
Too busy to blog? Instead of writing content yourself, invite bloggers from other sites to post on your blog. Soliciting content from others has three benefits: one, you can update your blog with content without cranking it yourself; two, some of the guest blogger’s authority gets transferred to your blog; three, if the guest blogger shares the link of the blog post with his or her readers, your blog is also exposed to a new audience.
2. Increase your followers.
Size matters. If you put effort and money into increasing your email subscribers, following on social networks, and so on, your content will go further. Buy some Facebook ads to see how they work. Try out a promoted tweet. Run a contest to boost your email database. Increasing your audience will help your traffic and leads.
3. Optimize previous posts.
As you add more posts to your blog there’s a tendency to forget older ones. Don’t consign your old posts to the geriatric facility
. They deserve to see the light of day. Instead of creating new posts all the time, update the old posts to make them relevant to today’s audience. The old posts still have organic value for your website—each post has a unique index in the SERP and could drive more organic value if the title of the post is written with SEO in mind.
4. Optimize the calls to action.
The purpose of a blog is not just to share information but to drive traffic that converts to leads. That’s why it’s important to add calls to action in every blog post. Any time you spend on optimizing your calls to action will be worth the investment. Set up A/B testing and experiment with colors, layout, and copy of the call to action, and test to see which combination drives maximum impact.
[RELATED: Get advanced brand journalism tips from Mark Ragan and Jim Ylisela.]
5. Conduct a comprehensive topic analysis.
A topic analysis will tell you what your reader wants to read about. To conduct a topic analysis, sort all blog posts under different categories and then check analytics to identify which category has generated the maximum response.
Jackson Wightman is the minister of propaganda at Proper Propaganda, an inbound marketing and PR agency in Montreal. A version of this story originally appeared on the agency's blog.