Posted on April 7, 2011 by Matt Whiting — 3 Comments
Through personal and professional experiences, I’ve come to learn that many people approach content creation (and blogging, in particular, for the purpose of this post) with a “Field of Dreams”-esque, “if you build it, they will come” outlook.
While content may be king, the Internet is littered with millions of good, if not great, blog posts, videos, photos, sites and other pieces of content that don’t receive the royal audiences they deserve.
Efforts to generate awareness are often underdeveloped if not completely overlooked. Now that everyone has platforms to publish content, flagging down potential readers is more important than ever.
If people aren’t able to find your blog in the first place, obviously, you have no chance of getting them to read it.
While I’ve watched many colleagues and clients get frustrated with the lack of inherent interest in their blogs, I always ask them to consider whether they’ve given a particular project the attention to amplification it needs to even show up on the radars of their potential readers.
Being associated with a well-known brand, company or cause will make the going easier, but getting readers is often incredibly hard work regardless of what your built-in audience might look like.
Before getting too discouraged by low view counts, think about what you can do to raise awareness.
Whether it’s as simple as pointing to your posts through your personal social media accounts (and possibly setting up dedicated profiles), or leaving comments on relevant blogs, or playing with ad buys on Facebook or SEO tweaks on Google and Bing, or one of countless other actions, make sure you’re thoughtfully attracting the right kind of attention to your blog.
Great content is a critical starting point but, ultimately, it is that extra effort spent on generating awareness that will ensure a wider audience (beyond just your coworkers and immediate family) will actually be able to find and enjoy the fruits of your blogging labors.
Image by John Bollwitt.