When you blog – and most experts recommend you blog weekly – some articles resonate with your audience more than others.
For insider tips and expert advice about blogging, check out Kim Page Gluckie’s 8-video blogging program. It’s well worth the investment.
Back in January I published 6 successful business owners to watch in 2013. At the time of writing, it had 400+ shares on social media alone, mostly on Facebook. I was blown away – this is about 5-10 times more shares than most of my articles.
Learn more about this article in this short video:
And, here’s the rest of the article in written form:
While I’d love this to happen for all my articles, it’s probably not realistic to have high expectations like this for each and every one. Maybe one day, though!
I do think – when one has success – there’s value in sharing the behind-the-scenes of how that success happened.
Here’s how this popular article was created and how you can do it too:
1. See what the big magazines do.
Look up editorial calendars for magazines appropriate for your industry and learn from them. These companies spend millions of dollars every year on market research to plan their topics based on their ideal clients. Check out their monthly editorial features and see if you notice any trends or ideas. In my case, I researched O Magazine, Entrepreneur, Success, Inc. and Canadian Business Network.
These headlines stood out for me:
- The 100 most brilliant companies of the next year
- The top 20 brands to watch in 2013
- Entrepreneurs of 2013: the winning names and faces making an impact
2. Choose a theme for your article that works for you and your audience.
Tweak your favourite ideas from the magazines to work for you and your audience, based on the intention you have for the article. My intention was to shine a light on entrepreneurs who inspire me, to highlight why they inspire me and why I think they’re successful. I quickly realized I could write about 100+ people. That could be a book one day!
For this article, while there are many I admire from afar, I decided to share six who I personally know and have had the good fortune of getting “under the hood” to see the behind-the-scenes of their businesses. I know firsthand each one of the ladies in my article walks her talk and I can personally vouch for her. With all this in mind, I decided my headline would be: 6 successful business owners to watch in 2013.
3. Engage your audience in a two-way conversation.
In my case study, I wrote my article incorporating content from each person’s website and asked for approval or changes on their section from the article. I also engaged my audience in the article with a call to action in the article by asking: “Who’s on your own “women to watch in 2013” list – and why? Make a comment below and highlight one person who comes to mind, share her website (if she has one) and a few sentences about why she inspires you.”
I got the conversation going by highlighting my picks and made it clear in my article that it was about inspiration, not a popularity contest. I truly wanted to know who inspired my readers and wanted to create a two-way dialogue.
4. Publish and promote the article in social media.
I shared the article through my ezine to my own list and in various social media groups and platforms at various times in the week. In the shares, I asked readers who’s on their own “women to watch in 2013” list and invited them to share. This two-way engagement is what I believe inspired my audience to share this article with others they trust. This created a sense of community in this article, making it bigger than me and the six women I featured. That sense of community is what I love to create.
It’s Your Turn.
Think back to some of your most popular blog articles. Make a comment below and tell us ONE thing that helped make this article so popular. And, be sure to include the URL for your article.
P.S. Walk away with clarity on your exact next step to LEAP your business forward. Apply for your complimentary strategy session here: http://nadinenicholson.com/strategy-session/.