Blogs have long been a crucial element in content marketing, but there is more to creating a successful blog than link building and social media shares. One of the most powerful – and underestimated – ways to increase site traffic is in the comments section.
Managing your own comments
Creating an active comments section on your own blog should:
- Encourage lively participation
- Attract more loyal readers
- Build closer connections with your audience
There are a number of ways to accomplish these goals.
- Get active
An active comments section will entice readers to respond, so reply to as many comments as possible.
- Be personable
Friendly, personal responses help forge deeper emotional connections with readers than maintaining a distant, corporate tone.
- Filter spam
Comment spam is a fact of blog content marketing, but you can improve the way that you filter spammy comments to keep them from driving down traffic.
- Reward top readers
Be sure to show appreciation for your blog’s most loyal readers with special offers or recognition.
- Choose conversational content
Certain types of content are more likely to generate conversation, which means a lively comment section and increased traffic.
- Jump in
If your content manages to spark lively conversation, then be sure to participate actively by responding to comments and encouraging continued communication.
Commenting on other blogs
The second aspect of leveraging the power of blog comments to drive site traffic and improve content marketing is by building an engaged presence on other blogs.
- Choose strategic targets
Seek out and comment on blogs that share your industry niche and area of expertise. They should also have enough of a following that your comments will reach a wide audience.
- Create a personal alter-ego
Use a personal brand when posting on outside blogs to avoid filters that automatically delete corporate comments.
- Add value
Leave thoughtful comments that prove you’ve read the content to establish a knowledgeable voice and lend credibility to your own brand.
- Be an expert
Draw more attention to your comments by proving yourself an expert – offer a counterpoint, useful statistic or relevant advice.
- Resist over self-promotion
A heavy-handed sales pitch is an instant turn off to blog writers and their readers, so resist the temptation to promote your own business overtly.
Managing blog comments as part of a wider content marketing strategy takes some time and careful planning, but getting it right can have a huge impact on site traffic, audience building and your brand reputation.