Blogging is a great marketing tactic to drive organic traffic to your website. Providing your consumers with valuable content and information can help solidify your status as an industry expert and create loyal customers in the process. A company blog can be even more successful with a strong inbound strategy that not only attracts visitors to your site but also gets them to come back time and time again.
The members of Forbes Communications Council know the most effective tactics for creating a blog that helps generate leads for your business. Below, 15 members explain the best ways to turn users who stop by or stumble upon your blog into repeat visitors.
1. Get Customers And Partners Engaged
Leverage your relationships with customers and partners to create fresh content and repeatedly draw in your audiences. If visitors are interested in your blog, they will want to know how others are engaging with your company. Also, I cannot say enough about visual media—images, GIFs, Instagram Reels and videos (both long and short form) are sure to bring visitors back wanting more! – Sally Frykman, Velodyne Lidar, Inc.
2. Add Email Opt-Ins To Posts
Users usually experience too many distractions when reading blog posts. Distractions make remembering your brand harder. Strategically adding email opt-ins to blog posts is a fantastic solution. Success is relative, but a good opt-in could convert 5% to 20% of the traffic into email subscribers, and turning subscribers into repeat visitors is surprisingly easy—just publish more great content! – Evgeny Redjebov, RallyUp
3. Establish Connections Between Writers And Readers
Establish connections between your writers and readers. Establish readers’ investment in the posts by building up anticipation of a new article, similar to how podcast listeners wait for a routine release day. Always remember the 80/20 rule—don’t always talk about your product or service. People are human too; give your blog posts some human elements to establish authenticity with your audience. – Brittany White, Apple Growth Partners
4. Write Thought Leadership Articles
Use your blog to provide thought leadership. Include links to articles that provide more in-depth insights into the thought leadership topics to encourage consumption of more than one piece of content gated, as well as links to gated content to build email lists for outbound campaigns announcing new content pieces on relevant thought leadership topics. – Katie Horvath, Aunalytics
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5. End With A Clear Call To Action
Don’t leave site visitors hanging once they reach the end of your blog post. Without a clear CTA, first-time visitors may bounce. Serve up related, gated content suggestions at the bottom of the page to engage your readers further and capture their contact info, or prompt visitors to subscribe to your blog. – Merrily McGugan, WorkTango
6. Offer Some Kind Of Value-Add
Simply put, offer them some kind of value-add. This could be in the form of links to related content, an offer to sign up for a newsletter or more in-depth content that the visitor can download. It need not be anything mind-blowing; just give the user something in addition to their original intent for visiting. – Everett Millman, Gainesville Coins, LLC
7. Use Your Blog To Answer FAQs
Consumers conduct online research before buying a product or service. A blog that provides useful information and answers frequently asked questions establishes you as a valuable resource and authority. Good content often results in higher conversion rates. When consumers find useful, accessible content on your blog, they are more likely to find out more or inquire about what you have to offer. – Jessica Wong, Valux Digital
8. Map And Track Engagement
Map every piece of content you create to address customer pain points and help solve challenges. Track blog engagement along with all channel engagement to understand what kind of content is resonating with your audience. Engagement is how your audience shows interest. Doubling down on high-engagement content, interacting with comments/feedback and adding in interactive elements, such as polls, will also help. – Lisa Parcella, Security Innovation
9. Engage With Visitors At The Point Of Entry
Never just have a blog post—always offer related content and the option to subscribe. Present related articles, reports or other content to keep them engaged, and make sure to have those SEO-vital text links to other areas of your blog or website. – Clay Tuten, KeyMark Inc
10. Integrate Products Into Educational Content
Our blog is one of our superpowers. The best way to create repeat visits is to make sure your blog provides educational content that your organization is uniquely qualified to give. Your content should weave in products but should also address top questions, pain points and trends and respond with actionable advice and constructive takeaways that fit the brand and expertise of the company. – Jamie Gilpin, Sprout Social, Inc.
11. Provide Suggested Content
A company blog is meant to inspire your targeted audience to keep coming back and wanting more relevant content. It is meant to include topics and advice on how you understand what your audience is wanting to do and how they can utilize the content in their everyday life. To keep them coming back, don’t leave them hanging—provide suggested content, and don’t forget your call to action. – Wendi Sabo, ECI Software Solutions
12. Cross-Promote Blog Content
Invite visitors to follow you on social media, and be sure to cross-promote your blog content in other channels beyond inbound to increase exposure and remind viewers of the impact of your valuable content. Also, always offer related links to other blog posts they might be interested in to keep them on the site and give them a clear path to learn more about your company. – Jennifer Best, AAE Speakers Bureau
13. Strike A Regular Cadence
Provide high-quality, valuable content, and do it on a regular cadence. Company blogs can be fantastic ways to deliver all sorts of information to your audience (sales messaging, company news, thought leadership articles, reports or data releases, video content and more). If you are regularly updating the blog with great content, you will go a long way toward cementing your position with your audience. – Tom Wozniak, OPTIZMO Technologies, LLC
14. Build A Multichannel Marketing Nurturing Campaign
A multichannel marketing nurturing campaign will keep your users engaged with your content, and more importantly, engaged with you. Tools such as social media, targeted advertising, email nurturing and surveying can bring your users back to your content and give you valuable feedback on what is resonating (or isn’t). The more personalized, segmented and customized you can be, the better. – Sarah Falcon, Object Edge
15. Develop A Strategic Content Calendar
Consistently posting relevant, fresh content that resonates with your audience is the best recipe to keep them coming back and engaging. The most common mistake is letting your content get stale. Developing a strategic content calendar for your company blog with the understanding that it can evolve and change with the current trends should be the baseline during the initial thought process. – Chris Cline, State of Missouri Information Technology Services Division