Unfortunately for them, most companies in renewable energy don’t publish a regular blog on their websites.
They probably feel like it’s not worth the time. Or that their customers and prospects wouldn’t read it. And of course they’re right — nobody is reading their blog if they’re not doing one, or if they’re doing it badly.
Other companies are writing blog posts — and bothering to do them right — because they understand that putting out new content on a regular basis is the best way for their website to rank well with search engines and that blogging is the most effective way to get that new content.
But even companies that are writing effective blog posts and putting them out each week, usually make one crucial mistake in their blog.
Blog front page isn’t scannable
It’s a common enough way for companies to format their blog: to start right in with the full text of their blog posts on the blog’s opening page, with the most recent at the top and older ones underneath.
The problem is that, displaying the full text of posts on the initial blog page makes it easy for readers to see the first post, most visitors won’t bother to scroll down two or three screens to get to the previous one. And almost nobody will scroll down past that. With every blog post displayed in full text, there’s just too much text to slog through.
This means your company blog may be missing out on huge amounts of traffic by failing to showcase your past blog posts well.
You put time and effort into those older posts. And many of them are still relevant. Why not help older posts to keep on working, instead of letting them gather dust at the bottom of an unwieldy blog page that’s a yard long?
Be like a magazine, not a blog page
Fortunately, the problem is easy to fix. Instead of displaying your blog posts in the same sloppy way as a million free blogs around the Internet, do it like the professionals do in the news media.
Just create a Blog Front Page like the one below from Renewable Energy World:
In place of full text of each blog post, this blog front page displays only a thumbnail photo along with the title and a short teaser for each article. As a result, it’s much easier for readers to look around and find what they want.
Solar power and wind power marketing departments take note. There’s a reason why high-traffic content sites in the industry like Renewable Energy World use an online magazine format favored by big media sites from the New York Times to the BBC to MSNBC.
You need to stop thinking of your company blog as an extension of a personal blog, with the usual amateurish formatting. Start thinking of your blog as a publication and act like an online publisher. Then, as long as your content is interesting to read and useful to your audience, you’ll have a much better shot at getting decent traffic.
And in if you’re doing inbound marketing for renewable energy, you know that content is what you need to turn strangers into visitors into leads and customers.
— Erik Curren, Curren Media Group