Monetizing a blog

2021-06-21 by Ronn Torossian

A blog considerably improves website SEO and increases the strength of the online presence of a brand. A blog can garner mass attention and go viral. It can bring business, recognition, sales, and traffic. With skilled marketing, a blog can be successfully embedded in consumers’ perception of a brand. The following list might help to increase engagement with a brand with the help of well crafted blogs.

1)  Add authenticity- To turn visitors into subscribers, a blog must be filled with knowledge, expertise, empathy, and individual taste. Readers will get a sense of credibility if they find the given content authentic. Telling a story and having humanizing elements in a blog helps to build a rapport with readers. For instance, Hayat Rida’s blog, which shows her whole new outlook on life from a previous unhappy place of negative body image, is extremely popular.

2) Consistency- Customers will take note of how a business responds in these unprecedented times. So, a blog needs to be consistent as it builds trust. Do research to include pain and pleasure points that your targeted audience can relate to. Consistency will result in leads, growth and attention. Moz churns out great content in a consistent manner and has become the hub of it all.

3) Affiliate marketing- Writers often partner with a brand to promote products and earn a commission from every sale that originates from the blog. This is a win-win situation when both parties involved share the same target audience. When a brand seems relevant to the content of a blog it makes a stronger sales pitch.

4) Create interesting blog post headlines- A headline is the most important component of a blog. The title is seen first. If the title has strength, then it can lead people to read a blog even if it is not in the best line of sight. It is important to know the targeted audience well, and to understand what solutions they seek and what mistakes they make.

5) Key phrases – Adding key phrases will help searchers track down your blog and get the answers you are looking for from it. Keywords should match the interests of the target audience. If it is a fitness blog, it could be something as uncomplicated as ‘fitness enthusiasts’. If the business is a hairdressing salon, a longer key phrase such as ‘ where to get a haircut post the lockdown’ might affect the rank of a blog positively.

6) Variety-  A blog does not have to restrict itself to the written word only. It can include images and videos. Videos and images boost engagement. It is important to mix it all up cause not everyone likes to consume content the same way. Creating images would be better than using stock photos, as this  would add a personal touch.

7) Avoid clutter- Trim the fat in the blog. Avoid using unnecessary words that have no real value. Clunky phrasing can confuse readers and turn away potential customers. Content should be powerful and devoid of clutter to enable generation of leads. Distracting images also lead to negative user experience. This can hamper conversions.

Ronn Torossian is CEO of 5WPR, a leading PR agency.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities