Legal Marketing & PR

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...

Full post as published by Golden Practices on November 13, 2008 (boomark / email).