Honesty is the best policy – blogging to a loyal readership

While writing our latest upcoming course about content marketing, I started thinking about what makes an audience come back to a blog or social media account.

 

There’s a lot of people out there writing articles and giving you the hard facts on a subject.

 

Whereas they’re very useful when the time is right, they’re often unlikely to make a reader want to return for more on a voluntary basis.

 

Some of the most successful blogs out there seem to be those ones written by mums, where they throw out funny stories about family life.

 

There’s a few of them I’ve seen ‘liked’ and ‘shared’ on Facebook, so I can’t remember what they’re called but it usually comes across as a kind of “confessional” where they don’t hold back about how stressful parenting can be and how annoying they sometimes find their kids.

 

Some of the success seems to come down to the honest nature of it, and how it contrasts with the perfectlife.com image a lot of people like to portray on social media. It’ll strike a chord with a lot of people.

 

That “insider-knowledge” thing works really well.

 

Another example is a blog called Digitiser 2000. In the 1990s the writer used to be the computer games journalist on Teletext, who used to publish daily.

 

The irreverent humour and numerous in-jokes helped create a very loyal readership, but this was also helped massively by not being biased toward or against certain games companies, as most other gaming magazines were.

 

In fact, I’m quite sure they had the tagline “we hate everyone equally”. It gave the impression that their opinions and reviews could be trusted and taken seriously, as you knew that they wouldn’t give weight to a particular publisher or console unfairly.

 

Digitiser wrapped up in 2003, but re-emerged online late in 2015 to the joy of the old readership.

 

Clearly the fan-base was still there, built up over several years back in the Teletext days over a decade ago.

 

This was proven by the willingness of readers to crowdfund the new website via Patreon, simply so it doesn’t go away again.

 

Even though these two examples weren’t created with making a profit in mind, reader loyalty means that the blogging mums can release a book people are willing to pay for, and the Teletext games journo can ask for sponsorship to keep the project going.

 

It’s a powerful tool, and one we look at further in our Guide to Website Builders for Small Business along with other online marketing methods:

 

https://www.madenotborn.com/courses-sales-marketing/

 

David

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