November 19, 2018

1 Know your people.

If you aren’t writing to a specific audience that seeks your content, they aren’t likely to come back. Remember the purpose: engaging with your most passionate brand supporters repeatedly and furthering that conversation.

2 Don’t expect to be found.

While it is crucial that your blog is optimized for search engines, not everyone will be searching for your content. Use email communications, social media channels, media members, brand ambassadors, and your website to promote your posts.

3 Choose a manageable blogging platform.

WordPress, Blogger, and Tumblr are just a few of the platforms available; some are even free. WordPress’s free platform has been downloaded nearly 50 million times. At least a few of those people are less tech savvy than you.

4 Use writers with knowledge and personality.

Content providers who are passionate and knowledgeable about the subject matter add value. Employees, CEOs and customers all have stories that can create dialogue among your followers.

5 Content is everywhere.

Brands often fail to recognize that what might be old news internally—how you create products, company values and employee profiles—is interesting to outsiders. Ask the audience what they want to know.