A lot of companies start blogs with the best of intent, but steadily lose enthusiasm over time. One reason for this can be the lack of traffic to the blog; if you’ve spent 3 hours writing a great article, and discover a few months later that only 25 people saw it, that can be dispiriting (although who’s to say that one of those wasn’t a first-time visitor who became a customer?). However, if low traffic is your de-motivator, don’t let it be. Do something about it.
The problem with most blogs is that they’re hidden away on a company web site, under an unattractive ‘blog’ site navigation label that few people will ever investigate. That’s the only way to reach them, other than directly from a search engine. And if you give them second-class status like this, the search engines may well do the same, so they won’t rank highly there either.
So, given that nobody’s going to browse their way through to your useful article, how do we get people there? The key is to link to it from pages which do get traffic. Every time you add a blog post, you should be referencing it on a couple of relevant pages elsewhere, from within the text. If you’ve written a case study, link to it from the product page, and so on.
This will give the article more substance for the search engines’ assessment too, so you’ll get more direct traffic – a double win.
Think of a blog more as an easy place to add a variety of miscellaneous (but useful) content to your site, not as a self-sustaining entity. Imagine that the obscure path to the blog through the navigation menu didn’t exist (which it may as well not do). How else would you get people to read the articles?