Whether
it's attached to a small business, a large corporation or maybe as a business
in itself, a blog is a reflection of its owner. But you're not the only one
blogging.
There are
an estimated 68,124,670 WordPress sites, and for good reason; an active blog is
necessary for a successful SEO initiative. Add to the mix the sites that run
LiveJournal, Blogger, TypePad or one of the other blogging platforms, and there
are easily over 150 million blogs on the Internet; so how do you get yours to
stand out from the pack? Many say that if you write compelling content that
people want to read, the visibility and exposure will take care of itself. But
in these days of intense online competition and easy access to blogging
platforms, social media, and content creation specialists, I'd argue that
simply isn't true.
What makes
content compelling? Many blogs rehash the same information shared countless
other places by adding a bit of their own style. But for the most part, the
story, commentary, and information don't vary much from blog to blog. Take a
minute to perform a little experiment. Open Google News in a new tab or browser
window. See the Top Story? Check to see how many sources there are for that
story alone. There's a good chance you could wind up with over 2,000 different
versions to choose from.
Select 10
of these sources at random and odds are you‘ll be reading the same story ten
times over. Nothing new or different other than the author's name and maybe an
image or two. They may change the wording around a bit, but not enough to really
add anything new or exciting. If someone stumbles across your blog for the
first time, what are they seeing? Are they getting something new or just more
of the same? Are they going to remember your blog and make a point to come
back?
When many
people think about this, they may have the feeling that their blog is a bit
bland. Think your blog could use a little more spice and uniqueness? Let's take
a look at some ways to spice things up for your readers.
1. Be Controversial
People love
controversial topics, regardless of whether they agree with what you have to
say. Just look at America's fascination with Sarah Palin. She created
controversy with just about everything she did. Some people love her, others
hate her, but nonetheless, she's stayed in the news. Writing controversial
content is a great way to get people to read your blog, share your posts, and
comment on them, which drives social signals and activity. But you can't just throw
anything up on your blog. Always support your claims with facts. If you make
blanket statements with nothing to support them, your blogging efforts will
backfire. Controversy and opinions can be tolerated if there's something to
back them up.
Additionally,
make sure you pick a topic you're familiar with. Lack of knowledge around a
controversial subject will stick out like a sore thumb, and hurt your
credibility. But most importantly, make sure any controversy that you get
involved with adds value. It shouldn't be hateful, spiteful or cheap. You want
to get more loyal readers; not drive some quick traffic your way.
2. Top XX Lists
If you flip
over to the NFL Network at any given time, there's a good chance you'll see one
of their "top 10" shows. They have the top 10 quarterbacks, uniforms,
undrafted players, draft busts, and many more. The reason they air these so
often is because people love lists. They're easy to digest and don't require a
lot of thought. On the web, they're easy to read as well if you format them
with headings, ordered lists, or bold font subheaders. Lists also attract links
easier than other forms of content and are usually shared more often, leading
to higher organic search engine rankings, visibility, and traffic.
3. Solve a Problem
Starting a
headline with "How To" is one of the easiest ways to capture a
reader's attention. If they see that your content can solve their problem,
you're much more likely to hook them. They'll come back to your blog time and
time again for solutions if you're able to provide them. Find questions in your
field or niche and come up with the best solution for them. Write them down in
simple to follow directions, or use video. Most businesses claim to be industry
leaders, or experts. But people want proof; they want to be shown, not told.
Being able to solve problems for your readers shows that you are an expert. And
that builds trust.
4. Take a Stand
Sometimes
you have to cover current events in your blog. But just because everyone else
is writing on the topic doesn't mean you have to be as bland as they are. If
you're running a business, your blog can't be a personal sounding board for opinions,
but it can be strong. The best way to get noticed is to take a stand. Write the
article using objective facts but throw your opinion in the mix. Not sure how
to take a stand? Look at "The Daily Show with Jon Stewart". He
interjects his opinions into the news just as much as he is
"reporting." Dennis Miller was a master at this as well, and much
more overt.
Conclusion
These days,
blogs are everywhere; the content marketing trend is on the rise, and
competition has become red hot. So, what are you doing to make your blog better
than the rest? Your blog should be your medium through which you build brand
awareness, authority, credibility, and trust. It should drive traffic, leads,
and sales. If it's not doing that for you yet, it's time to get strategic and
competitive. Outshine your competitors by simply being better than they are.
Use these content tactics to achieve that.
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