Ask yourself what your target audience, your tribe, most wants to learn from you. Your blog is a way for people to get more information about you, your specialty, and your approach.
Don’t be afraid to blog about your upcoming events and new products, but realise that your blog shouldn’t be primarily an online sales platform.
Talk about trending topics that relate to your specialty. Comment on books, news items or events in a way that adds value for your readers.
Tips, helpful information, insightful commentary, and well-informed contrarian views can all serve to attract an audience.
Invite other experts to be guests on your blog from time to time.
Pick people whose expertise complements yours without being competitive. Find people who can speak on related subjects to bring additional value.
Break up your text with photos and video. Photos catch the eye and relieve the monotony of a grey block of words. Video adds movement and sound, creating a personal, welcoming touch and bringing a new immediacy to the written word.
Make the photos sticking, memorable, and unusual so people what to share.
Ideally, you want to blog with relatively short posts on a consistent basis. Consistency builds your audience, because people look forward to hearing from you on a predictable schedule. What will keep them coming back to your site are your voice, and the unique personality and perspective you offer.
Credit: The Essential Social Media Marketing HandBook by Gail Z. Martin