The American Express OPEN program for small businesses has this great post about how to maximize the potential of a business' blog.
The part that caught my eye was a suggestion for how to keep visitors' eyes on your blog (and therefore on your website) for longer. Content marketing might pull a visitor to your site, but they might read one post and leave. This can be measured by the "bounce rate", the statistic that tells you if people are coming to your site to read one post and leave or if they’re viewing more than one page. Obviously the longer you keep visitors on your site, the more they can get to know your brand.
Erika Napoletano says:
In other words, if you have the content, consider referring / linking to it yourself, thereby increasing its lifetime value. And also make it easy for visitors to link to it, using social media plugins.
The part that caught my eye was a suggestion for how to keep visitors' eyes on your blog (and therefore on your website) for longer. Content marketing might pull a visitor to your site, but they might read one post and leave. This can be measured by the "bounce rate", the statistic that tells you if people are coming to your site to read one post and leave or if they’re viewing more than one page. Obviously the longer you keep visitors on your site, the more they can get to know your brand.
Erika Napoletano says:
First, does every blog post you create link to another blog post? In the paragraph above, I linked to a previous article I wrote about Google Analytics. It’s relevant and gives you the opportunity to click through and get started using that tool directly. By linking to your previous content, you’re both giving your reader the opportunity to stay on your site longer and refresh something you might have written a moon or two ago. A good rule is to always link to at least one previous blog post—just don’t get crazy with the links.
In other words, if you have the content, consider referring / linking to it yourself, thereby increasing its lifetime value. And also make it easy for visitors to link to it, using social media plugins.
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