Time to face the brutal facts: unless you're a publisher, you probably aren't going to have a high number of blog readers or RSS subscribers.
Let me share an interesting stat: Across our 400 customers, the average for new visitors to their blogs is over 90%.
What does this mean? It means that only 1 out of 10 people are coming back to read your content; everyone else is showing up for the first time.
What does this mean for marketers? And how does this impact blogging best practices? Well, a couple things:
1. You can repeat yourself.
And considering that one of the number one factors impacting whether your business blogging program will succeed or fail is content, and lots of it. The ability to repeat yourself is a beautiful thing -- you won't be "letting your readers down" by repeating yourself and making the same points over and over again, because this will be the first time they are digesting your blog content. Repetition is key.
2. You can take the pressure off.
Yes, the fuel of your corporate blogging program is content, but every piece of content that you write does not have to be perfect. You are not writing a whitepaper or a novel, you're simply writing something that will quickly capture the attention of someone showing up to your blog for the first time.
When you're considering how to start a business blog, I hope you keep in mind the stat of 90% new visitors. Realizing early on that your blogging program is about conversion and lead generation will free you from the fear of "What will my readers think?" You don't have readers, you have new visitors, and they are just waiting for you to provide them with some good, relevant info and then give them a chance to convert and learn more.
Let me share an interesting stat: Across our 400 customers, the average for new visitors to their blogs is over 90%.
What does this mean? It means that only 1 out of 10 people are coming back to read your content; everyone else is showing up for the first time.
What does this mean for marketers? And how does this impact blogging best practices? Well, a couple things:
1. You can repeat yourself.
And considering that one of the number one factors impacting whether your business blogging program will succeed or fail is content, and lots of it. The ability to repeat yourself is a beautiful thing -- you won't be "letting your readers down" by repeating yourself and making the same points over and over again, because this will be the first time they are digesting your blog content. Repetition is key.
2. You can take the pressure off.
Yes, the fuel of your corporate blogging program is content, but every piece of content that you write does not have to be perfect. You are not writing a whitepaper or a novel, you're simply writing something that will quickly capture the attention of someone showing up to your blog for the first time.
When you're considering how to start a business blog, I hope you keep in mind the stat of 90% new visitors. Realizing early on that your blogging program is about conversion and lead generation will free you from the fear of "What will my readers think?" You don't have readers, you have new visitors, and they are just waiting for you to provide them with some good, relevant info and then give them a chance to convert and learn more.
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