The short answer: you shouldn’t. The real question is – why is no one reading the content? Are you writing about relevant topics? Are you publishing blogs without optimizing the copy for both readers and search engines? Are you sharing the content through other outlets to expand your reach?
Use these strategies below to take your blogging to the next level and ensure your content is not only being read, but is driving a strong ROI for your efforts.
Answer Questions Your Audience Wants to Know
If you specialize in healthcare staffing but your blog posts are about summer vacations or your political views, your content is missing the mark. Your audience wants to find answers related to questions they have related to your expertise. Write about what you know and what your audience wants to know.
Optimize Your Blog Content
The subject matter of your blog posts and the keywords used in the copy, tags and meta data should reflect keywords your audience is searching for online. You can use many different SEO tools to find these keywords.
Don’t stuff your content full of keywords in a way that makes it unnatural for readers – simply include relevant terms in a way that fits well with the copy.
Create Clear Calls-to-Action
Don’t stop your efforts after answering an important question for your audience – tell your audience exactly what you want them to do next. Include links in your article encouraging readers to take further action by reading related content, vising your job board, etc. Calls-to-action can go beyond simple copy with links – this can include graphics within the copy of the body or sidebars encouraging users to sign up for newsletters, get job alerts, etc.
Share Content on Social Media
Once you have great blogs – share them! Share the blogs on company social media profiles and encourage your entire team to share it on from their personal profiles. Your team can also engage with the content shared on the company pages – even re-sharing the blogs from here. All of this activity helps to boost the potential reach of the content and drive traffic back to your website.
Deliver Relevant Copy Directly to Your Audiences’ Inbox
Create lists of your candidates/employees and prospects/clients and email relevant blog topics directly to your target audience(s) on a monthly or weekly basis. This helps to ensure your company is top of mind with your audience and gives you the opportunity to deliver content directly to them that they’ll find helpful – positioning you as a reliable resource.
Use Paid Strategies to Promote Content to Your Target Audiences Online
When you have a great post, you can promote this content on social media using various paid advertising strategies. Paid strategies allow you to target users in specific demographics (such as by location or industry) to reach users who may not be familiar with your company but are within your target audience.
Blogging is a great foundation for a content marketing strategy. Make the most of your content by testing these strategies.
Want more tips? Reach out to our staffing industry marketing specialists at Haley Marketing to learn more about blogging, social media, PPC, email marketing and more!