It’s normal these days for us to be content with the fact that we’re all busy people living busy lives. Some people are too busy to see their family and friends, let alone sit down and read your blog. So what can you do to get these people to pay attention?
1. Understand why people are busy: Be aware
It’s not that people don’t want to know about your blog, it’s just that, with so much ‘stuff’ to choose from these days, they just don’t know about your blog. But you can’t blame people for not finding it, all you can do is be patient and persistent and be ready when they do.
We now have so many different ways of doing so many different things, we’ve simply got too much of everything and not enough time to do anything.
There’s more businesses, more products, more services and more money. So there’s more work, more projects, more clients and more ‘stuff’ to do.
As ‘consumers’ (I hate that word), we’ve got more choice, more power and more expectation. So there’s more TV channels, more magazines, more websites, more films, more music, more food and, yes, more blogs.
So with more things to do and the same amount of time to squeeze it all into, it’s no wonder you’re not getting much attention, really, is it?
Understanding and appreciating this is the first step to doing something about it.
2. Know how people read: Be scannable
Busy people don’t read, they scan.
Then make it easier for busy people take something away from your post without having to even read it by:
- Making your headlines clear;
- Summing up your conclusions early in your paragraphs, and;
- Leave the details until later.
As much as we’d love to think that people sit and read our posts as intently or with as much purpose as we sit and write them, in actual fact, busy people scan and skim over content looking for headlines and takeaways and quick wins.
So don’t be offended that people aren’t reading your posts and, instead, use it to your advantage. If people are captured by your headlines and get the feel and gist through scanning, they’re more likely to go back and read the whole piece. But if they don’t read the whole piece, it won’t really matter because they’d have already taken on the main points from your headlines and that anyway.
3. What makes them return? Be reliable
- Be consistent;
- Stay relevant, and;
- Produce quality.
Let people know exactly what to expect from you. What makes you unique? Why should people listen? Make that clear and deliver it every time, without fail.
That’s the recipe that, when thrown together, builds trust. And if you’re reliable and trustworthy, people not only come back, but look forward to your posts.
When you’re building an audience, one off-post can prevent people from wanting to come back, especially if it’s the first or second post of yours they’ve read. You don’t get many chances. You see, busy people haven’t got time for rubbish. Nor have they time to check back on stuff they don’t care about. Why would they? They only return to the ones they can rely on and trust. The ones with consistently high quality and trustworthy content.
4. Promotion, promotion, promotion: Be visible
Look into guest posting, engage in some LinkedIn groups, hammer Twitter, join Triberr. These are all places that busy people dip in and out of throughout the day when they have a spare few minutes and you could do a lot worse than starting there.
Yes, Google is great, and SEO should always be a priority, but busy people won’t be searching for you. They don’t have time to leisurely search for some chilled out, thought-provoking literature. So you’ve got to be on the sites and the networks that they use.
The old advertising and branding theory, ‘top of mind’, is just as relevant when it comes to blogging. Being visible and familiar is key.
So, only if you’re constantly in someone’s vision, and talking sense that they relate to, all the time, will you ever turn a busy person into a returning reader. So don’t be scared to spread the word in as many relevant places as you can.
5. Aim for a slice of the pie: Be realistic
How many regular, returning readers do you want? How many people on your email list would be good enough? How many people are you trying to reach? Having an idea about this will give you something to aim for and check against.
Everyone has a blog these days, so there’s lots of competition out there. Content marketing is becoming an area of focus for brands the world over, so the market’s pretty saturated. Now that doesn’t mean you shouldn’t crack on, you should, it just might mean that you won’t conquer the world.
But that’s ok because we’re not trying to reach everyone in the world. We just need enough. Enough to build a community. Enough to fight a cause. Enough to have a discussion. Enough to share ideas. A slice of the pie.
So that’s it:
- Be aware;
- Be scannable;
- Be reliable;
- Be visible; and
- Be realistic.
Follow these ground rules and I’m sure you’ll have busy people stopping by to read your blog in no time.
Subscribe to KaneSimms.com
You can have more insights like this dropped off in your inbox when you subscribe by email: