This post is the 3rd part of the series which looks at the 5 key elements of creating a successful Business Blog. These elements are:

ReadReply – Return – RecommendRSS>

Let’s turn our attention to the third of the 5 Rs, which is:

If people are interested in what you are writing about and find value in it then the likelihood is that they will return to read more. By maintaining the quality of your posts and demonstrating your expertise on a consistent basis, you will develop not only a loyal readership but you will also be developing a level of trust and a bond between yourself and those reading your Blog.

Targeted, quality content
In planning a Business Blog, one of the key elements to decide is who is the intended audience of the blog. If we have managed to maintain this focus with posts whose content is directly relevant to our target group and of high quality, then we are on the way to exceeding their expectations and encouraging regular readers. They will not come back just to read excerpts from your product portfolio which are nothing more than classified ads. They will, however, return to hear more of the same original, interesting and information based opinion that drew them in the first place.

An inviting “Look & Feel”
You should also make your Blog look inviting you need to make a good first impression to turn visitors into regular readers so let your graphics and the format of your Blog help you. Two things that you definitely want to avoid:

  • using a default template which then puts you in the same category as thousands of others. You need to differentiate yourself and so let the look and feel of your Blog help to display the quality of its content;

  • and, secondly, just having long pages of text. Break up the text perhaps using images or graphs, include bulleted lists where appropriate and use other formatting to keep the look interesting.

Make it easy to return
As you have persuaded them to return, make it easy for them to do so. RSS [the 5th R] is the ideal way to achieve this for blogs which we will examine later, either directly or even via email. But dont forget about the inclusion of a newsletter on your Blog if that is appropriate which can also direct readers back to you RSS and newsletters can work well hand in hand. If nothing else, at least suggest that they put your Blog in their Favourites on their browser, and then show them how to do that.

Entice them with a series
You can also encourage them back by the way you structure what you are writing. For example, if you write a series of posts on a single subject which attracts attention, then you are encouraging your readers back again to read the rest of the articles in the series. In the same way, you can pre-announce certain topics ahead of posting them so that people are eager to return to check for them.

Be THE place for information
Develop your Blog as THE place to go to for information on your niche area. In addition to demonstrating your own ideas and thoughts, make sure you reference and provide links to other relevant articles and also invite in other people to write a post or a short series. These guest bloggers will give an additional dimension to your Blog, assuming the subject matter remains focused, and will add kudos to what you are doing. Readers will return because you will be providing all the information they require on your chosen subject area – it may be available elsewhere on the web, but they KNOW they can find it on your Blog so that’s where they go.

Easy Navigation especially to Key posts
Once they have returned to your Blog, make sure that it is easy to navigate and make sure that all of the information can easily be found and the posts are categorised sensibly. It is also a good idea to highlight your key articles so that they can easily be found just create a page with links to all your main articles and then create a special link to it in your sidebar.

Finally, remember that getting your current readers to return is easier than attracting new readers, just as it has been proven time and time again in business that it costs more to find a new customer than to keep the ones that you have. So make as much effort to get current readers to return as you do attracting new ones.

Key elements: maintain focus on your readers, make posts easy to find, make your Blog look appealing, develop trust and a bond, become THE information source in your niche, make it easy to return

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