Blogs are a great way to improve traffic to your website, interact with your customers, and position yourself as an expert in your field. But like everything else in marketing, if they’re not approached the right way, they can end up as nothing but a sinkhole for time and money. In this article, I look at five ways that you can make the most of your blog, attract more readers and make sure you’re taking advantage of the benefits that it can bring.

1. Use clear categories

When a reader comes to your blog, they are expecting to find something that is useful to them. A poorly organised blog, or one with no organisation at all, makes it harder for your readers to find what matters to them. That puts up a barrier for them, and that can mean they will click away before reading any further. Separating out your content into relevant categories and making those categories clear and easy to navigate means that readers are more likely to find the things they’re looking for, and more likely to spend time reading what you have written.

2. Write catchier headlines

Headlines are what will grab your reader’s attention. Just like when you are writing ad copy, your articles will have only a second or two to catch your readers’ eye. If they don’t, then the reader will simply scroll past, and then you’ve lost them.

Writing a winning headline can be tricky, but there are a few key elements. Numbers are effective, because they let your reader know roughly how long an article will take to read. Beyond that, your headline should make it clear to the reader what the benefit of reading will be – the lesson or information that the article will present. Strong adjectives such as ‘simple’, ‘free’, ‘fast’ and ‘winning’ help to grab attention. Words like ‘hacks’, ‘guide’, ‘improve’, ‘how’ and ‘strategy’ show the type of information that will be available in the article. Put together correctly, your reader will understand exactly what the article will do for them in that spit second that you have their attention.

3. Make your content relevant

The best headline in the world won’t work if the information behind it is no good. Always remember that your customers are here for their own benefit, not for yours. If the content in the article isn’t relevant or useful to them, then they’ll click away, and they won’t come back. When putting your articles together, consider the feedback you have had from your customers about the ways they use your products and the problems that you help them with. Look to create content that addresses those problems, and you’ll be well on the way to making something that will resonate with your readers and keeps their attention.

4. Build on what works

Nothing is created in a vacuum. Look around the web for content that has been successful for other blogs and see what you can do to build on that theme. If you can build upon that content to provide a deeper analysis, or to make it more relevant to the needs and interests of your customers, then you are likely to create a piece of content that will work well for you, too.

5. Be consistent

A regularly updated blog will always attract more attention that one which updates in fits and starts. Both users and SEO algorithms love consistency; having something that they can depend on updating on time. Ideally, you should put together a content calendar for your blog, and plan out your updates ahead of time. Not only does this help you to be consistent in your updates, but it also allows you to align this with your overall marketing calendar, helping you to support the other promotions and campaigns you are running.

John Rowbottom Design and Marketing can help to develop and deliver all your content marketing, whatever your goals may be. To find out more about what we can do for your business, visit today.


  1. Good article. I am inconsistent with my blog and the results are bad especially with my organic traffic. I decided to make things differently in this semester. Hopeful things works for me.


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