Are you looking to develop a blog for your company’s website? Let us let you in on a little secret: you need to know who your target audience is first. Readership is dependent on publishing insightful, valuable content to your readers that makes them want to come back again and again. However, what are some ways in which you can increase your viewership? And why is white page blogging so important?
What is White Page Blogging?
As a local business owner, you may come across the term ‘white page blogging’ here and there; however, this term may be a bit confusing. Companies usually post white papers (sometimes called white pages) on their blog. They have a few notable differences from blogs.
White papers are long-form blog posts (usually anywhere between 2,500 and 5,000 words) that talk in-depth about a subject based on facts. Whereas blogs are more opinion-based, white papers are a bit more extensive and well-researched. They are more like a scholarly journal than a magazine entry.
The thing about white page blogging, though, is that it combines the best of both worlds. For example, when you publish a white paper, take one key point and write a blog about it. This gives you more content and more opportunities to increase your readership.
Whether you’re writing a blog or white paper, there are a few rules to keep in mind that we recommend you follow:
1. Write About Quality and Publish Consistently
First, the best way to increase your readership is by actually writing and regularly publishing content. There are two reasons for this. The first reason has to do with your customer. When writing for your audience, you should reflect on what kinds of content you like and why.
If you subscribed to a blog, for example, that rarely published content, chances are you’d unfollow them, right? Or if they’re a blog that focuses on 1970s cars but suddenly started posting about sandwich-making, you’d unsubscribe because it doesn’t relate to your interests.
Creating content that aligns with your website’s brand is the first step in bridging a connection with your customer. Likewise, pushing out content consistently, such as on the same day each week or month, gives your customer something to look forward to.
The other side of readership has to do with Google. Google ranks websites that routinely put out fresh, relevant content better than those that don’t. So, if you’re looking for a way to increase your viewership, churning out high-quality and consistent content is key.
2. Get Social
These days, people consume the majority of their content online, especially through social media channels. However, not everyone is going to know about your website or products all the time. The best way to combat this is by getting social!
What do we mean by this? First, add social sharing buttons to your website so they are present on every blog and white paper post. This means that anyone who likes your blog/white paper can easily share it on their Facebook, Twitter, or Linkedin profiles. When this happens, it gets your content out to more eyes, thus increasing readership.
The other is to share your new content directly to your company’s social media page. Anyone who follows your social media accounts can click on that hyperlink back to your website. This sends a signal to Google that people like the content you pushed out and are more likely to recommend your company in relevant local search queries.
3. Make Your Website Easy to Read
Far too often companies may publish a blog or white paper without proper formatting. This not only works against you in the Google algorithm, but it’s likely to turn off potential customers as well.
A website only has a few seconds to make an impression, so make sure your blog is broken up by headers. Keep your paragraphs short and to the point. If you can, try to work in a few bullet points to draw the eye. Remember, most people consume content on their smartphones, so big blocks of text are going to be difficult to read.
Want to Learn More About White Page Blogging? Contact Quill Marketing for Help
If you’re looking for help with white page blogging services, email the team at Quill Marketing: [email protected]. We’ll be happy to discuss this marketing tool to help you increase your readership.