Retention: How to Keep Readers Coming Back

by Gabe Arnold

Running a blog is quite possibly one of the toughest jobs you have as a marketer. Why is that? All you have to do is update it twice a week, right? Believe it or not, many people who run blogs have difficulty keeping up with their content. On the one hand, content is the ruler of your visitors. On the other hand, coming up with the content can be a struggle.

Let’s say, for example, that you have successfully kept up with your blog. You have faithfully written your content and post it twice a week. At this point, logic should state that you have a steady flow of visitors. However, reality points out the flaw in the logic. You’ve had visitors. People have seen your site. So the question remains – how do you keep readers coming back to your site?

1. Be Engaging

Engaging content is the number one reason people come back to your site. It takes a certain skill to write in a conversational tone that speaks to your audience and not at them. Many companies have a distinct disconnect with their audience because they don’t know how to speak to them. In today’s market, customers and clients want to be involved with the companies where they spend their money.

They want you to ask them questions and engage them with stories. Take the best knowledge you have about your business in your industry and write it down. Use that information to create titles for your blog posts. Little by little, give away your secrets, and you’ll find the people will clamber to come back to your site to find out what’s new.

2. Leave an Impression

Some of the best advertising the world has ever seen has been created by some of the best copywriters in the world. This is an area where you can’t be afraid to step out of your comfort zone. Without being controversial, you can leave an impression by being funny or dramatic. If you think that you’re expected to “stay within the box,” then you need to realize that the only person that expected you to do that is you.

Not too long ago, I wrote a blog post for a client about storytelling. I bring it up here because storytelling is one of the best ways to leave an impression. Storytelling has a way of connecting with visitors in ways that no other way can. Connect with things that are taboo or are often overlooked. Sites like BuzzFeed do this all the time. They not only write engaging articles that tell a story, but their videos go viral all the time. How do they do this? How do they keep people coming back to their site time and time again? The answer is simple. They do what they can to connect with and relate to their audience. This puts the content creators on BuzzFeed on the same, almost personal, level as their audience. Connect with your audience and you’ll find them coming back.

3. Create a Series

Going back to number one – where we said to take the best information and best knowledge you have and to write it down – you can take this content and do what’s called drip marketing. This is where you create episodes. Give away your content, but don’t give away too much at once. Put a cliffhanger in there.

An excellent way to do this is to start a blog post, and then leave it unfinised. At least, that’s the way you want it to appear when it’s posted. If your content is engaging enough, you can create a blog post – but only post the last three-quarters of it. Tell your followers that if they want to hear the last of it, they need to “tune in” in a few days so they can get the rest of the blog post. When it’s time for your next post, begin the post by finishing up the last post. Connect your posts together, and your readers will come back just so they can finish reading what they started.

4. Combine It All Together

Combine all the above steps together. Write a blog post and incorporate a personal story in that blog post to connect with and relate to your audience. Make the blog post engaging enough that the visitor won’t be able to wait for the next blog post. You can often start with the story instead of finishing up the last blog post.

So there is your formula to create engaging blog posts using the information you have. Incorporate personal stories in your blog posts to relate to your audience. When you post to your blog, post an incomplete blog with the promise that if they come back, they will get more.

Do you need help coming up with things to say? Copywriter today has a team of premiere writers that can follow this formula. We’ll even post it to your WordPress blog for you. Before you know it, you’ll have readers spreading your content like wildfire and coming back for more. The toughest step is often the first one. Get started and contact us today.

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