It’s Halloween and almost everyone can remember running up a driveway with the expectation of receiving a king-sized candy bar, only to feel deflated because you came away with a popcorn ball or worse, an apple. Did you make a mental note to skip that house the following year? Your website and blog is just like a neighborhood on Halloween. If you want your readers to come back, your content needs to be enticing—that is finely tuned, informative and engaging.
Here are three tips to help ensure your readers don’t put you on their “skip list”:
1. Know your audience
You would never hand out prunes to trick-or-treaters. Likewise, your various customers should receive content they consider a “treat” vs. a “trick.” And what works for one consumer might not work for another. Therefore, understanding your readers is critical for success. Make sure you collaborate with your analytics team to recognize exactly who is visiting your website.
You can even try gating some content to help gain more visibility into who is accessing it. Then, once you find out the demographics of your main readers, categorize them. Break them down into specific groups and create individual buying personas for each one. This will help you know where to post specific articles.
For instance, you might discover that purchasing managers consistently read your blog while engineers go straight for the technical section of your website. Knowing your audience and using it to craft content will ensure that you deliver relevant information to the right readers.
2. Use the 60/40 split
A good Halloween haul will include a mix of different candies. And your content should have a mix of different subject matters. It should balance hard-hitting industry news and company-specific features for readers to browse. Best practices call for a 60/40 split, respectively. By including a bit more information about your industry, you will safeguard against promoting your company too heavily on your blog.
Remember—your goal is not just to sell products and services, but to gain the trust of your readers. In order to do this, it’s important to let them know that you are committed to providing more than just advertorials.
3. Never neglect your website or blog
Nobody warms to the neighbor who, before the sun has even set, turns out the house lights, signifying an end to candy disbursement. This is how empty-handed your readers will feel if you fail to consistently update your blog or website with new content. Remember that it’s okay to post just a few times per month if you don’t want to commit to a heavier schedule. Just make sure you post consistently.
Use the amount of available industry news as a guide when determining how much content you should post. For instance, if your industry is full of breaking news, you could post several times per week. If you need to dig deeper for relevant content, then hold back. It’s better to post fewer articles at regular intervals.
Do you have other tips for successfully getting your readers to come back for more content? Please share them below!