Ever wonder what makes one blog popular and another flop?

Or why one blog builds a solid readership, while another struggles to find an audience?

There’s no doubt about it. Starting a business blog isn’t easy. But growing one? That is even harder.

From content to promotion, creating a blog that gets noticed takes time.

But here’s the good news. There are ways to grow a blog without scouring the web. Or spending long nights agonizing about whether your decisions are the right ones.

This last week, I was fortunate to receive a nomination for Social Media Examiner’s “Top 10 Social Media Blogs.” This isn’t an award I take lightly. Not with the amount of blood sweat and tears behind the success of my blog and the business behind it.

As I reflected on my 12 year blogging journey, a foundational piece within my career, it got me to thinking.

What do I wish I’d known when I first started out? And more than that, what blog success strategies did I need to know to keep me from making critical mistakes? (many I made along the way)

In today’s post, I’m sharing four steps to help you grow a profitable (and successful) business blog…the right way.

How to Grow Your Blog (the Right Way)

1. Create Strategic (and well-defined) Blog Goals

If I asked you why you want to start a blog, would you know the answer? Can you articulate what your blog will do to support business goals?

If not, don’t start a blog. If you already have a blog, stop writing immediately. Sound harsh? Consider this.

Blogging without a plan is as useful as cleaning the house with a party going on. Oh sure, you might gain a little traction, but you’ll end up backtracking, and eventually starting all over.

If you started your blog with a loosely defined plan, then what you have is an erratic content strategy at best.

Without clarity in direction, mission and strategic goals, you’ll limp along.

Want to create your blogging goals? Start with this goal setting worksheet.

Important Blog Questions to Answer

• What is the number one reason you want to blog?
• What will a blog do for your business or what has it done so far? Look down the road – 3, 6, 9 months.
• Who will read your blog? Be specific about your reader and potential customer. (we’ll tackle this in depth below)
• How will you stay consistent? Who will help you achieve your blogging goals?
• How does a blog support your current marketing efforts? (this is a biggie – don’t overlook what role it plays in your overall marketing plan)
• What’s your writing style? Are you serious, straightforward, funny, data driven, silly, witty?
• What will your marketing funnel look like? e.g. How will your blog create business opportunities and drive sales?

It’s a noisy online world with millions of blogs authored every day. If you want to stand out, you need to get strategic.

Commit to SMART goals. Goals that push you towards something tangible, concrete and trackable.

• Specific Have you been specific in what you want to achieve? 
• Measurable How will you know if you’ve achieved your goal? 
• Achievable Is this a goal that you can achieve?
• Relevant Is this goal aligned with your mission, vision and values? 
• Time Specific When do you want to achieve this goal by?

No matter what industry you’re in, one thing is certain. Content is a constant and gaining customer attention is at a premium.

Make yours stand out through defined blog goals backed by an actionable plan.

2. Write Audience Specific Content

There’s a whole lot more to blogging than writing. Don’t believe me? Just ask any successful blogger what the key to their success is.

What drives blog traffic, leads and conversions?

The answer is simple. They know who their market is, what they need and how to solve their problem(s). Then they produce content with that audience in mind.

Just like those bloggers, you have an ideal blog audience. They’re уоur customers, prospective buyers or users. Do you know them inside out?

If you want to run a successful blog, you must create content for your ideal reader. That makes research a must.

So, where do you begin?

First, get crystal clear on your specific market. List their qualities, demographics, skills and any other important information.

Here’s what that might look like:

Persona Description (example)

• Female
• Average age: 44
• 3 people in the household – have to assume older child (no small children running around)
• Self-employed, small business, or entrepreneur
• Income – $75k

Persona Resources

These details can come from many sources:

• Google Analytics
• Customer Surveys
• Customer Interviews

Creating a persona can help you better focus on your core reader and customer. Not sure how to get started? Use this Persona Template from HubSpot.

Solve The Problem

Your next step is to write down the top 5-10 problems you solve for your reader/customer.

For example, if you’re a productivity coach, you might help business owners:

1. Work smarter
2. Overcome procrastination
3. Put systems in place to combat overwhelm
4. Identify counter-productive habits
5. Balance life and business daily tasks to get more done

Or you might be a local daycare provider. Your blog addresses the challenges all parents of small children face. You talk about teething, potty training, sleeping through the night, and how to get them to eat their peas and carrots. Or at least that’s what I remember from those days many years ago.

Now think about it. Those issues are very different from ones faced by parents of teenagers. What you write about, the topics you tackle and how you position your content – should all have this audience in mind.

Your blog topics and the content you write must have a specific audience in mind. Here's how!CLICK TO TWEET

Not 100% sure who your market is? Start here.

How to Define Your Target Market (answer these questions)

• Who are you passionate about serving?
• What differentiates you from the competition?
• Who is your specific target market?
• What qualities or characteristics define them?
• What’s important to them?
• What problems can you solve?

Being clear about your exact market will allow you to tailor your content and your message in a specific way.

Do Your Due Diligence

Your next step is research. You’re going to research the topics you listed above. Each one will become topics within your blog, allowing you speak to that challenge.

Now this is where it gets really fun. You’re going to turn to Google to search for terms around the problems you solve.

You’ll search based on the words/phrases your potential readers, users and buyers would actually type or say. What are they asking Google, Siri or any other search engine when looking for your product or service? In other words, what is the intention behind their need?

Probably not going to be “work smarter.” Instead they might ask, “what are the top productivity tips for business professionals?

See how conversational that is? Not the traditional SEO tactics we once knew. Those tactics have made a radical shift. The days of “tricking” search engines with keyword placement and stuffing are long gone.

Today, it’s all about user intent, the value of your content and writing for the reader. And not just any reader. Writing for the reader you want, the one you’ve outlined in detail.

As Marc Ensign puts it, 

“You must do extensive “people” research.  Instead of looking for the “right” keywords, we are looking for the “right” visitors. Our ideal clients. The ones that can move the needle for us. And once we know who they are, we can better understand what they need, how they search and what they expect when they land on our website. We don’t care about traffic. We care about the right traffic.”

This is something we work on daily at Post Planner. Here’s how our Editor in Chief, Diana Adams explains it:

For the best results, think about what kind of content would be most valuable to your audience. In other words, what is their intent? Why did they come to your blog? What kind of info are they hoping to see from you?

The best way to answer these questions is to really know your audience (your customers and potential customers). What are the struggles they face? What problems do they need solved?

Once you can figure out how to answer these questions better than anyone else in your niche, your traffic and subscribers will go up up up (and fast)!!

Now it’s time to get writing. Create a spreadsheet like the one we use above to define the exact struggle and intent of your reader. Get into the details first and the writing will be a breeze!

3. Make a Consistent Blog Schedule (and management system)

When was the last time you went back to a blog that hadn’t been updated in months? Probably never.

Staying consistent with your blogging efforts is the only way to establish your reputation and build blog credibility. After all, how can anyone take you seriously if you don’t take your blog seriously?

Whether you use Google Calendar, Handle (my personal fave), or another reminder system – pick yours and stick with it.

And don’t get caught up in creating an elaborate content calendar. It’s as easy as picking the days you’ll write, identifying your topics and then sticking with a plan.

As CoSchedule says,

The more time you spend strategizing, the less time you spend creating real content that will influence sales (which, let’s face it, is the entire reason to plan your marketing calendar).

Amen to that. Stop agonizing over the details and instead focus on what you can commit to.

Can you blog once a week, twice or even three times? Think seriously about how often you can create and publish new content.

Begin with at last one post per week and keep the day you publish consistent. You want to train your readers when to look for your content. Certainly this can and will change as your blogging continues, but for now, just focus on one consistent day.

Peg Fitzpatrick offers this advice,

“Once you have your editorial calendar created, you’ll find that creating more content is easier because you know just what’s coming up next. This takes some of the pressure off of creating blog content and still allows you the freedom to move articles around in the schedule or work ahead in any order that you see fit.”

Remember: always put the quality of your work ahead of the quantity you produce. Only posting one quality post per week is far better than alienating your blog audience.

And poorly written articles that are thrown up on your blog hastily will hurt you in more ways than one.

Not sure what to add to your blog calendar? Answer these questions to add content (along with the intent above) to your schedule.

• What makes your business unique? What do you love about it that your blog audience will appreciate and respond to in kind?
• What questions do current clients and customers ask over and over? If one person asks, more will want the answer. Create a running list of top questions you can answer.
• What do past customers have to say about your business? Use testimonials to add to your blog to help others understand how you help.
• What makes you passionate about your business? Write down why you love to help your community and then share that within your blog.

4. Put Together a Blog Promotional Strategy

Hitting publish on your latest blog post is not your final step. In fact, it’s only the beginning.

If you want to get the word out and encourage blog growth, you must promote, promote, promote.

That means getting your content in front of the right people. People who will take action on the content you share.

That’s where an email list, traditional marketing and a social media promotional strategycome in.

A blog audience isn’t going to miraculously show up at your doorstep. To get your blog noticed (and build a popular blog that keeps people coming back), you need to tell people where to find you.

Start with traditional marketing. Add a link to your email signature, newsletter and other promotional items. If you’re a Gmail user, a great option is Wisestamp.

Now build an email list. One of the biggest mistakes many bloggers make is creating a healthy list. Get Response offers these tips to build an email list…fast.

• Don’t buy email lists. Unless the vendor is highly reputable, purchasing an email list is worse than a waste of time. You could end up having your company listed as a spammer.
• Start with current clients, business partners and followers. You already have them in your contact directory. Many email management services have tools to let you easily move them from your contact book and email history to your email-marketing list.
• Leverage membership lists. Many chambers of commerce and professional organizations provide contact lists as a membership benefit. This is great for B2B market, but only when used intelligently.
• Ask online. Use multiple online locations to host your sign-up form: website, social media profiles, blog, online ad, infographic, whitepaper download, squeeze page, ecommerce checkout, and more.
• Ask offline. Use sign-in sheets at stores, events and shows; collect business cards; use QR codes or an SMS signup service.
• Use incentives to encourage sign-ups. Offer free stuff that is relevant and matches your brand and industry: exclusive webinars, industry reports, eBooks, how-to videos, and special offers.

If you want to get the word out and grow your blog, building a list is a great way to do it. Write amazing content that goes out to just your email subscribers. Get them excited and involved in your marketing efforts.

Next, leverage social media. Share your post across all of your social channels, including Facebook, Twitter, Google Plus and even visual networks like Pinterest and Instagram.

There’s a whole new audience waiting to find you, so let them!

Final Thoughts

No matter if you’re looking to gain new leads or improve online awareness, the benefits ofgrowing a thriving business blog can be far-reaching.

If you want to succeed, make the commitment today to stay consistent with your blogging efforts.

No blog succeeds overnight. It will take time and perseverance.

But in the end, the results are what make the difference. Take the plunge, enjoy the ride and have fun growing your blog!

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9 Habits of Bloggers Who Have Huge Audiences

If you’re just starting out as a blogger, you’re probably wondering how to grow your audience.

The good news is that there’s a lot you can learn from bloggers who have already built an enormous following – no matter what they blog about, great bloggers share a number of habits that make them successful. If you’re diligent about developing these habits yourself, you too can build an army of loyal supporters.

Let’s look at why highly successful bloggers truly connect with their audience:

1. They are Passionate About Their Subject

When you’re truly excited, it comes across in your writing – it arouses your audience and makes them feel that you have something worth saying. Don’t pick a blog niche just because there are lots of potential readers, write about something you truly care about, and readers will come flocking. In any case, if you’re not deeply passionate about your subject, chances are you’ll get bored and abandon your blog very quickly.

2. They Take the Time to Make Themselves Experts

People read blogs because they want unique insights and interesting points of view. If you just repeat what other bloggers are saying, then you’re not adding any value.

You need to take the time to become a true expert. If you’re passionate about your subject, this should be a labor of love – not a burden. Read widely and keep up with the latest news so that you have your finger on the pulse of your subject.

Engage in social media – not just your own blog – to build your knowledge and have meaningful discussions. By making learning a lifelong process, you’ll give your readers something that they just can’t get anywhere else.

3. They Create Incredibly Useful Content

Not only are top bloggers experts, they also give their readers genuinely helpful information.

Don’t just focus on expressing your own views – think about what your audience wants to know, and then give them this information.

For example, if you blog about cooking, ask kitchen equipment manufacturers for product samples. Then try these samples out, and tell your readers what you think. On the other hand, if you’re a fashion blogger, make the effort to go to real fashion shows and give your followers a first-hand account of what went on.

4. They’re Prolific

To grow a huge audience for your blog, you need to keep your readers coming back. Sure, it’s important to add new readers all the time, but if your existing audience is drifting away, then you’re fighting an uphill battle.

The way to build a loyal following is to produce lots of fresh content – every day if possible. This doesn’t mean you should write for the sake of writing – fuzz and fluff are useless. You have to deliver concise, insightful material on a regular basis – it’s tough to do this, but the more you try, the easier it gets.

5. They’re Motivated Self-Starters

The great thing about blogging is that you don’t have a boss telling you what to do – it’s also one of the biggest challenges.

No one is going to force you to sit down and write that next blog post, or tell you to go out and interview industry experts. What you do has to come from within yourself. Unless you can get up each morning and tear into life with a fresh appetite, you’re going to struggle. That’s why it’s so important to be passionate about your subject – if you believe in what you’re doing, then staying motivated is much easier.

6. They Know How to Manage Their Time

As a blogger, it’s so easy to waste time. There are countless ways to pretend to yourself that you’re getting useful work done. For instance, you may find it fun to play around with the latest plug-ins for your blog – but you need to ask yourself whether this is the best use of your time.

Successful bloggers look at their time as a precious resource – they plan ahead, schedule activities, and then do what they say they’re going to do. Everything in their plan is there for a reason. If something isn’t in the plan, it isn’t a priority.

7. They Persist

Even the most successful bloggers have setbacks. Not all of your blog posts will hit the mark, and you’re going to get turned down again and again by people you want to interview.

It’s easy to get discouraged, but to succeed you need to carry on. Talent isn’t enough – there are lots of skilled bloggers who don’t succeed because they can’t keep going when the going gets tough. The best bloggers are determined and won’t take no for an answer – if something doesn’t work, they just move on to their next great idea.

8. They Engage in Meaningful Dialogs With Their Readers

A blog isn’t a lecture. The best bloggers listen to their readers and create a dynamic community.

By responding positively to what their readers say, answering their questions, and engaging in meaningful conversations, they make their readers feel like they belong. This in turn creates a deep bond and a sense of trust – turning readers into impassioned supporters.

9. They Build Strong Relationships With Other Bloggers

Blogging isn’t a competition.

Great bloggers take the time to build relationships with other bloggers. They leave thoughtful comments, share other bloggers’ posts and even get in contact with them directly. If you do this, you’ll get amazing insights that you can share with your own blog readers. Equally important, connecting with other bloggers gives you exposure and helps you to build your audience. When you build a relationship with other successful bloggers, they’ll be the first to talk about what you do. Just make sure that you’re completely genuine. You have to truly care about what other bloggers are saying – otherwise you’ll just come across as engaging in cynical promotion, and they’ll spot you a mile away.

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5 Ways to Extend Your Blog’s Reach and Grow Your Audience

You may not be a superstar with a giant audience. So how can a person with a relatively small following generate big buzz over a new post? Follow these five tips.

1. Choose links carefully

While you’re adding value to your post, why not choose links that boost your reach? Look for quality posts about related subjects written by people who are likely to share your post. Excellent link choices:

• Are written by active promoters or hosted on sites with active social media teams
• Add value to your post
• Are hosted on high-quality blogs with related focus to your host blog

How does this help extend your reach? Promoters promote. Let people and sites know you have mentioned them in your post, and they will amplify your content marketing (you don’t even have to ask). You can add their reach to your own. It’s a win-win for everybody.

Quote and photo courtesy of @robinsonwriters, president of Posts by Ghost

Start-ups and small-business blogs are often full of great information your readers want to see and they love the publicity.

2. Use competitive intelligence to choose topics

As marketers, you probably use competitive intelligence to improve your marketing efforts. The same concepts translate easily to blogging and audience building.

With a competitor analysis tool, you can find out what topics and keywords are trending for other bloggers in your industry, what topics are most evergreen (old posts still attracting significant traffic), and who is most engaged with other bloggers. Research can help you find an irresistible headline.

Find new angles for the topics that interest the largest number of people and draw the most comments, and reach out to industry influencers on their favorite social networks. If they are interested enough to share your competitor’s posts, they might be interested enough to interact with you.

Quote and photo courtesy of @BrittMichaelian, founder of Mass Amplify

3. Work your groups

You can’t just be part of a group. You have to be active and engaged. Join (or start) hashtag chats and professional groups related to the industry about which you’re writing and nurture those relationships. If you’re writing blog posts based on FAQs, the friends you’ve made will discuss the same subjects – and you’ll have perfect opportunities to mention your posts.

You may even have the opportunity to market in advance. “Can I quote you? I’m writing a post about that right now. It’s going to be published in a couple of weeks on ContentMarketingInstitute.com.” And now the whole group wants to read your upcoming article.

A note of caution: Use this tactic judiciously and only if it fits the conversation. If your only purpose in the group is to self-promote, you’ll be ignored … or worse, mocked. Always give more than you ask for. Offer to tweet, introduce friends, proofread, encourage, and bring the bacon. Always bring the bacon.

4. Ask influential people for quotes

No matter who they are, people love to share their wisdom and tell stories. Here’s a great quote and an even better story from Yael Kochman, marketing manager at Roojoom, that perfectly illustrates my point:

A few months ago I set my mind on interviewing Product Hunt’s community manager for the Roojoom blog. I simply reached out to her via Twitter and asked her for the interview. She accepted, and not only did the post turn into a great success, but a few weeks later she mentioned our blog as one of eight marketing blogs to follow in an article she wrote for HubSpot. She wouldn’t have discovered us if I hadn’t reached out to her. It’s all about building relationships and putting yourself out there.

Quote and photo courtesy of Yael Kochman

5. Create original graphic pull quotes

Why settle for just quoting someone when you can make shareable images in minutes? Canvais free if you use your own images and easy enough to make you look like an expert in minutes.

Creating relevant graphics with quotes from your post encourages more people to share. In addition to the people featured in your graphics, you’ll pull in their fans, people who like the nature of the quote, and even people who appreciate a beautiful graphic.

To really give your post legs, use a WordPress plug-in such as Tweet This to emphasize points from your post. Developer John Morris recently improved the code to make it easier to include graphics. It’s still a manual process, but you won’t regret the effort. Readers will be able to send custom tweets and accompanying graphics from anywhere in your post with just a click.

Always bear in mind that you’re not just promoting a post. You’re building a brand – establishing your reputation as an authority, starting a conversation. Make sure your voice and tone are in line with the brand image and work it. Don’t get discouraged. If you do your homework and write content your audience seeks, your audience will grow.

If there are any other ways I've missed please mention them in the comments below. 

Cover image by Nicolai Bernsten, Unsplash, via pixabay.com

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