About four years ago, I started a personal blog. While I was home with the kids I wanted to keep up on my photography and writing skills, so I chose to document the crafty fun things we were doing. (And, I saw all the other crazy cool craft blogs out there so I just had to join in the fun.)
It was a really interesting experiment for me watching what was popular and seeing how I could drive an audience to my blog. At the time, Pinterest was exploding so I was able to gain an audience there pretty quickly. My Cat Condo post blew up pretty much overnight due mostly to Pinterest, which was exciting. I also found a bunch of link parties happening on craft blogs which also gave my links a boost. I tried to send my links out to as many places as I could, like my Ikea Hack Sewing Desk that I posted on the IkeaHackers site, or the Silk Soymilk Box Organizer that was featured in a Facebook post by Silk Soymilk. These were all organic ways I tried to drive people to my blog.
Ultimately, my goal was to drive people to my Etsy Store to buy my photographs and handmade creations. In hindsight, I think I could have organized things on my blog a little differently and created some paid ads (especially on Facebook), but overall I was really satisfied at the audience I gained. A lot of views, a few (ehem-family) subscribers and a little bit of sales on my Etsy website. Not bad for a first time experiment with little financial backing.
When I stepped back out into the working world, I was hired to increase visibility for a local university division. Part of the strategy I came up with was to create media outlets focused on different audiences. This allowed us to slot different content creation into the correct broadcast channels. (I am a huge believer in not posting exactly the same content on all media channels–why would anyone watch any of them if they were all the same thing?) So, I defined our blog as where we posted all the internal divisional accomplishments.
These were meant to be more in-depth articles about experiences our students had in our programs, accomplishments of our faculty and staff, and larger events going on in the division. A lot of times we would push these articles out to other media channels (i.e., Facebook, Twitter, etc.) or they would be picked up by our University News Division. This way, we could keep our Facebook or Twitter descriptions short, but draw in readers to longer more interesting articles.
Because our blog posts became publicized within larger audiences, our blog viewership rose and our visitor traffic grew larger. Our hope was to drive some of these viewers to our website so they could learn more about our programs and eventually apply to the college.
So, you can see from the two examples above that while creating content is important, creating the “why” behind the content can help accomplish goals (I just read a great article on this from Firebrand Ideas Ignition Blog). In both these examples, a blog was created to help drive traffic towards a website where products were sold. And an increase in viewers means an increase in a potential sale.