Blogging can boost your bottom line. Wondering how to blog great content for your ideal guests? First, you must know who your are trying to attract. Second, you must know what content your audience wants. Third, you must consistently share that content.
Profile Your Audience
Create a clear picture of who is reading your blog. If you are just getting started, develop a picture of who you want to be your readers. Describe the characteristics of your audience:
- Geographic location
- Education level
- Marital status
- Interests and hobbies
- Income range
Share Great Content Frequently
Clearly show your readers the type of content they'll find on your website. You can write about it on your website, in blog posts, and on social media. Make sure you satisfy your readers' immediate interests, but leave them wanting to read more. Read your posts aloud before publishing them. Always pay attention to spelling, grammar, and sentence structure. Use bullet points for easy scanning.
Attract Your Readers
Start by having a catchy blog title. I recommend using the Headline Analyzer tool by Co-Schedule. Use keywords that might turn up in a search query. However, be careful not to mislead your readers with a title that doesn't fit what your content is really about. Share multimedia (including images and video). Blog about trending topics. See Twitter for "Trending Hashtags." Also, check Google Trends for more ideas. Share pictures of your food and recipes for guest favorites.
Serve Your Readers
Share with them detailed information about your local area including its activities, attractions, and events. Share content that appeals to your target audience. For example, if you host romantic couples, blog about the most romantic restaurants in your local area.
Give your readers what they need (blog how to articles). Also, give them what they want (useful advice as well as timeless tips and tricks). Create content worth referencing. For example, share useful information for traveling guests.
Track Your Results
Using Google Analytics, you can track the number of visitors who read your blog. Pay attention to which posts get the most views. Note the content that attracts the best response from your readers. Content also can boost your bottom line.
Compare Your Blog to Your Competition
Look at other hospitality providers to see what content they offer. Specifically, look at their search engine rankings and the amount of comments they receive.
Before you do that, understand what you blog about, the topics you cover, and your most frequent keywords. Then use those descriptive keywords (+ the word blog) to locate blogs that have similar content.
Factors to Evaluate Your Competition
- Writing style (casual, formal, humorous)
- The frequency of their blog posting
- How much content their share each time
- When they publish and share blog posts
- What outside links do they have
- Their use of multimedia (photos, audio, video)
- Which blog posts get a lot of comments
- Topics of blog posts that get very few comments
Profile your audience to know who you want as your blog readers. Stay on their radar by sharing valuable content frequently. Attract and serve your readers. Track your results and compare to your blog competition by evaluating them on several factors. Finally, know that when you regularly share content you are becoming even more visible in the search engines. This can boost your bottom line.
Image by Marcus Berg of Unique Angles Photography