Last week, I gave a presentation on blogging in an effort to inspire people to blog early and blog often! I began by explaining the importance of having a theme to the overall blog that can then be applied to each individual post. While I encouraged people to blog about anything their little hearts desired, I stressed the importance of relating it in some way back to the theme. Having a congruent theme throughout your blogs’ posts helps generate and sustain a following. If each post is completely random, no one will know what to expect when they sign on to view the latest posts, but if they know this blog focuses on X, and this one on Y, they’ll be more likely to keep coming back to see the latest updates on that topic. This kind of loyalty is more beneficial than an irregular stream of unique visitors since it helps establish your blog as a thought leader, providing expert opinion and commentary on a designated topic. Not sure what your blog’s theme is? That’s a problem… but start with the about page of your blog as a guideline (since that’s where your readers will likely look first too) and go from there!
To demonstrate what kind of posts do well on my company’s blog, I analyzed the top viewed entries and looked for themes already present. What I found was that posts relating to social media, PR, technologies, and current events or trends seemed to do exceptionally well – and even better when they all tied together! Another key element was when big names were used. “Big names” meaning large publications, well known companies, or influential executives used not only in the post, but the title of the post as well! These kinds of posts did particularly well if there was something relevant going on in the news about them at that time. For instance, Tiger Woods is a big name in his own right, but combined at the time of his scandal, his name gets that much bigger.
It’s also good to think about what people might be searching for in their browser’s search bar. One of my posts that continually gets unique visitors clearly demonstrates this as it is a direct question I’m guessing many people type right into their search bar: What is that # symbol on Twitter? This post is relevant as social media continues to be a big trending topic in the news and with more and more users signing up for Twitter each day, people are bound to wonder what the # hashtag symbol means.
While generating traffic and keeping in line with your blog’s theme are important, it’s also important to have fun! We rounded out the presentation with a game of Catch Phrase. This was inspired from my earlier post, Catch Phrase for Public Relations. If the buzzer ran out on your turn, you had to use the word that no one was able to guess to come up with a blog post topic – while still keeping in line with the blog’s theme! Challenging? Yes. Fun? You bet!