Posts Tagged ‘blogging’

As I promised in my last post, I deliver to you a blog success. The extent of this post really goes beyond blogging. It encompasses any sort of content you publish online whether it’s an article, a web page, an e-book and so on.

That’s because this post is about getting traffic. And fast.

That’s one of the primary goals of why we publish content. We want people. Eyeballs to read, digest and interpret our content.

However, for most of us, getting hordes of people into the door is no easy task. Usually, it takes months of maintaining a steady flow of useful content, working connections and responding to reader comments. It’s hard work but it pays off.

But seriously, I want traffic now. I want people reading this post right now.

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People are not too keen on admitting failure. We want to see things succeed and prosper, and we want to know that it was our contributions that led to that success. Nevertheless, failure is an essential exercise. To not fail is to not have accomplished anything.

With that said, I will admit that this blog failed.

I hope that got your attention, so let me clarify. The blog as a whole did not fail, but a critical element did. It’s not necessarily bad that it failed as I learned some important lessons that I’m going to share.

So, what failed? In January, I introduced a new weekly series aimed at homepage improvement. In the initial post, I laid out a plan for the series and announced that it would occur every week.

That didn’t happen.

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This probably sounds like blasphemy. To not blog goes against what everyone has been telling you. All good marketing campaigns include a blog nowadays, right?

No.

And the primary reason is clear. If you’re going to blog for your organization, you can’t do it half-heartedly. You must involve yourself in it with drive, knowledge, time commitment and the right tools. Plainly said, either do it well or don’t do it all.

Effective blogging only works if the following conditions are met. Sure, you can still blog without meeting these conditions, but you’re going to have a hard time convincing people to spend their time reading it.

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The Pew Internet & American Life Project recently released a new report concerning on-the-job internet use. One of the most striking findings of the report is that only 11% of the individuals surveyed indicated that they read blogs at work.

Many people discount blogs as a poor source of information. Some may even consider blogs to be of low quality content. While this may be true of some blogs, if you dig deep enough, you can find yourself with a wealth of valuable information.

Blogs provide a quick and candid way for people, groups and organizations to express their thoughts and views on specific topics. This gives you nearly real-time access to priceless insight and up-to-the-minute digestion of what’s going on in the world. Furthermore, many blogs provide a commenting feature that can serve as a qualifier. The comments give readers an opportunity to challenge or support the information being presented.

So what does this have to do with competitive advantage?

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The Internet has transformed into an interesting playground. Various tools – or toys depending on how you look at it – have enabled people to generate creative streams of content. From the now widely accepted blog to increasingly popular tools such as YouTube, your web site is your canvas. So, what are some "brushes" to paint your canvas with? Below are the top five methods of freshness that we like to advocate to our clients. (more…)