Three important items for a great association blog

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By Steven Chester

So, you’ve finally done it. You’ve received across-the-board approval to start that association blog, and you’re faithfully pounding away at the keyboard every week. 

The problem is, although you’re certain you’ve come up with some great blog ideas, your comment section is gathering dust, and traffic is barely a blip. What could you be doing wrong?

Here are a few stand-out items to keep in mind that’ll help you produce that great association blog:

  • Search Engine Optimization (SEO) is important, but don’t overdo it. You certainly need to know the five critical areas to place your keywords, so here’s a great primer from Hubspot to get you started. My advice is to stop there unless your goal is to join the murky world of becoming an SEO expert. Search engines are getting smarter by the day and do all they can to push quality content to the top of their results and get around the tactics that “experts” are using to push their content higher. Focus on what people want to read; you’re not writing for a robot. Being informative, provoking emotions, and entertaining your readers will take you much farther than spending hours studying Google’s latest algorithm update.  A favourite saying to remember is, “Google doesn’t make websites popular; it finds popular websites.” This won’t happen overnight.
  • Images and post length matter. While it’s well documented that the average word count for articles on the first page of Google is in the neighbourhood of 2,000 words, don’t overdo it by only writing long posts. Shorter articles are often more digestible and shareable, and a good image or infographic can go a long way. A rule of thumb is to at least aim for a 300-word minimum. Vary your post lengths for the best results. 
     
  • A blog post is incredible cross-pollination for your other social media channels. Now that you’ve written that blog post, a mass audience isn’t likely going to be banging on your door for advice. What you’ve done, however, is created a batch of content for your other social media channels. Dissect key points from your post and generate several catchy social media shares to spread out over the course of a week. Experiment with the times of day you’re posting, and see what generates the best results.

For example: