Building Blog Readership | AccountingWEB

Building Blog Readership

By Michelle Golden - Q. How might I bring the contents of my blog to a wider audience?

A. Blog discovery and readership is very organic and, like most marketing, there isn't a single, guaranteed formula, but I can share some general tips and ideas. The best things you can do to promote your blog are:

1 - Write original stuff that your desired audience will get and stay interested in:

  • Write in bite-sized pieces for greatest appeal to a very busy reader
  • Post with adequate frequency to be recognized as someone who is dedicated to maintaining his blog
  • Share your opinions, don’t be too “safe” lest it be dull or predictable—remember, people are drawn to new, exciting ideas
  • Be authentic and relaxed in your writing—it’s not a journal article, it’s a blog post—and show personality

2 - Read and interact with other blogs:

  • Participate in the on-line communities of people who are discussing issues related to your topics and your audience
  • Post comments (not pitchy, though!) on other blogs
  • Pick up other blog posts (with attribution, of course) adding your own ideas and expanding the conversation—be sure to use trackbacks to the original posts
  • Link liberally to other resources and writings (this is called "link love" - give lots)
  • View your blog visitor stats to see what sites referred them and follow those sites
  • Practice good blog etiquette by acknowledging and thanking commenters, and those who link to you

3 - Promote your blog presence throughout all your business communications: email sig, in your articles, newsletters, mailings, etc.

And be sure you are having fun. If you aren't enjoying the practice of blogging, stop. Nothing worse than a dispassionate blogger!

Happy blogging...

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by Michelle Golden - Michelle is a change-agent in the accounting profession. She helps firms address the stuff that holds them back from progress in business development and operational improvements. She’s also on the forefront of social media marketing. 

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