One of the easiest ways to drive traffic to your website is creating a blog that is both of interest to your customer, and represents your business in the way you want. The key to any successful web content campaign is keeping it as fresh as possible — meaning you need to write as often as possible, or on a set schedule so your customers know when to expect new content from you.

Here are a few ideas on how to create a blog that will bring the consumers to your site and hopefully they stay engaged long enough to become both a loyal reader and customer.

content marketingKeywords. Even though algorithms have changed on how search engines rate search results, the biggest driver for success for web content is making sure to use the right keywords for your business. The more keywords that you use, the better the chance your business will pop-up in a search. Be sure to use web analytic tools to find what the keywords are driving the traffic to your site. Be sure to check out Google Analytics, it’s one of the most popular website analytic tools around.

Publish a blog on a consistent basis. You’ll want to find a rhythm in how, and when you publish your blog. Here are a few of the other factors that you should consider before planning out your blog content calendar: the nature and size of your business, no need to publish daily if your off-season at a surf shop. But you might want to give out local wave reports via a blog when you store is in the middle of your busy season. Be sure you can commit the time to the blog so that you are consistently hitting your deadline with quality content.

Have a give and take in your blogs. If you have an idea for a new product for your store, or want to know what your hours should be on a Sunday, embed a questionnaire or survey in your blog asking your customers for their input. It will show that you care and want to be engaged with your customers. It may also generate more blog ideas for further down the line. And be sure to let customers know they can share the blog with friends and family members, so that they might want their voices to be heard on the questions you’re asking.

Allow your blog to be places on other sites. This is what you call virtual networking. If it’s the local chamber of commerce, or an industry clearing house, it doesn’t matter who shares your blog as long as you’re getting your message out in your own words, it can lead to good things.

Your blog is you. Blogging puts a human touch on your website. Sure, you picked out the fonts, approved all the pictures and product descriptions, but your blog is written in your voice and gives those visiting a feeling of who is running the business they are about to buy from. If they find a connection to your words, or the overall message you’re trying to get out there, then they are more likely to do business with you.

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