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Three tips to ensure your company blog is an asset, not an anchor

By now you've probably read hundreds of articles about how essential a blog is to your business and for marketing it. You studied up on all the tricks before you went to work creating a blog for your firm, and you even made sure your posts were designed just as the experts suggested in order to attract the most readers.
You probably even studied up on using calls to action to convert your visitors into buyers. And then you got busy with other things again, like creating new products and working on offline sales tactics.

Maybe you still remember to put up something new on your blog every week, or a couple times a month, but you haven’t been paying attention to the analytics, so you’re not sure your blog is doing all it should for your company anymore.

1. Unanchor your blog and get it going again

The key to a successful blog, obviously, is getting readers. You want a continual stream of new people coming to read what you’ve written; you also want people who have already visited your blog to want to come back steadily for more.

If you aren’t updating your blog on a regular basis, people have no reason to come back for more, let alone share your blog with others. So you need to set up a regular posting schedule.

What works for one blog may not work for another. You may not need to post something new every day, but start out with at least three fresh posts a week that fit in with what your business and your blog are about.

Once you are back on track, you’ll want to start reaching out to other bloggers. When you post links in your blog, you are boosting the readership of the blogs you link to, and ideally you want to have other blogs do the same for you.

They aren’t going to if you aren’t sharing some pertinent information they think their own readers might want to know about.

2. Pay attention to the media and the market

Although you want your blog to relate to your business in the hope of converting readers into customers, you also want to pay attention to what’s going on around you. Use items in the media, and even market tips and tricks, to attract new readers and show them your interests are just like theirs.

If your blog isn’t about gossip and celebrities, or the latest episodes of favorite TV shows, that doesn’t mean you can’t ever use those things to your advantage. When a famous person does something that fits with your niche market, use it.

Whether you’re directly interviewing them, or simply telling your readers about the way a singer or movie star did things and how they can do it too with your help, you are going to attract more readers that were primarily looking for the latest info on their favorite celeb.

3. Share and keep sharing

Not only do you want to share your blog posts with other bloggers so you’ll get new readers redirected from them, you also want to take advantage of sharing your posts in other areas as well. Everyone knows they should share their blog posts on Facebook and Twitter, and maybe even Tumblr, but are there other social media sites you’re overlooking?

Share your posts with fellow business-minded individuals on LinkedIn, for example, where you may get more views than you anticipated. You can also take advantage of the sites that focus on contents besides just words.

Try recording a video for YouTube and include a link that directs people to your business blog for more info. You can even take advantage of the popularity of sites like Pinterest, where you can have your blog photo be the catalyst for people to click on a link that leads to the blog.

The key to keeping your business blog from growing stagnant is to keep working on it. Market it, create new relevant posts that people want to read, and never give up. You may even want to hire a blog manager that can help keep track of the analytics and make sure your posts are kept fresh and get noticed.

19 Sep 2016 11:10


About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as,,, Boris is the founder of and