Okay we’ve looked at simple, but effective Blog post content creation tactics. Let’s focus on other content creation tactics which empower Bloggers to deliver content that their site visitors will come back again and again to consume.
When most Bloggers start they usually give in to the temptation of creating a single block of content, which they place under multiple categories in their Blog site. This results in their Blog site having multiple categories but very few Blog posts under each category.
Since they are paying attention to Search Engine Optimization (SEO) processes and they have a Social Media Marketing (SMM) strategy in place they are organically driving site visitors to their site.
When these site visitors hit their site however, they discover multiple categories but just a few posts under each category. When site visitors identify skimpy content on a site, return visits dry up. Fewer and fewer site visitors hit the site. Search engines lose interest. This process can (and often does) kill site visitor engagement.
Here is how to change this.
When you start your Blog spend time deciding on what your Blog is focused on. Pick a single core topic. We chose digital marketing to focus on in our Blog.
Digital marketing has multiple supportive marketing processes underneath it, such as SEO, SEM, SMM, SMA, Content Marketing and more.
Obviously, each supportive marketing processes must translate to a category on our Blog site. When site visitors hit our site, and take a look at the categories in our Blog section, they feel good because all digital marketing, supportive processes are listed there as categories.
Initially we choose no more than 4 specific categories that we were most intimate with in digital marketing and began to create content quickly under these categories.
We used three tried and tested techniques content creation techniques successfully. This grew our Blog post content organically but quickly.
- Some post content we created ourselves
- Other post content was gratefully accepted from Guest Bloggers who submitted quality content
- Some post content we carefully curated and published from authority Bloggers. We ensured that we acknowledged them fully
We did our very best to ensure that the content offered to site visitors on our Blog site, struck the right balance between being informative (i.e. information that is immediately useable) and entertaining, while making sure that the content strongly supported our digital marketing, business services.
Once we had about 30 to 40 blog posts of the highest quality on our Blog site under each of the four categories we chose, we opened up another 4 categories and repeated the process.
We’ve decided that we are only going to have:
- 8 categories on our Blog site
- We are going to follow the post content creation process we’ve described above
- When adding Blog post content under all of our 8 categories.
Our Blog site is growing really well. We have several subscribers. New people subscribe every day. We have a lot of regular/repeat visitors. Today we convert about 25% subscribers/repeat visitors into paying customers fairly consistently.
Ensuring site visitors return regularly
We decided we would have a specific content delivery strategy which encouraged registrants and site visitors to return again and again to our website. This is the strategy we used.
We sat down and defined the purpose of each post we published. A lot of Bloggers decide they will inform and entertain.
Unfortunately, you must be clear about information having a priority over entertainment or vice versa with respect to your content. If you do not have such clarity, there is a very high probability the content published will fail on both counts.
Here are some ways that would help you define the purpose of post content effectively.
- To inform (deliver concept building information, i.e. what, where, when, why)
- To teach (how to knowledge)
- To inspire
- To entertain
- To persuade
- To start a conversation
- To spark a controversy
- To express an opinion
- To share industry knowledge or resources
Once we are crystal clear about our purpose for posting content, we sat down and defined how this content will be presented to our site visitors and subscribers.
Typical post content presentation methods we use
Some common presentation methods we use include:
- Blog post articles
- Cartoon drawings
- Power point presentations
We decide on what is an effective monthly, content publication mix that drives engagement. Then we schedule content delivery on our Blogsite using these different presentation tactics, in our content publishing calendar.
We strongly believe this is why our site visitors/registrants keep coming back to our Blog site for more.
Here are two pictures that describe both of the above processes.