If you have a chamber blog — or if you’re thinking about starting one — you need a mission or reason for its existence. Most likely your reason is member recruitment and/or retention, maybe SEO. If you blog in order to connect with your community and be a resource for it, here’s 3 things you must be doing.
3 Must-Dos in Chamber Blogging for Retention
Blogging for SEO is a slightly different beast than blogging in order to build connections. If you’re longing for a more personal touch, here are the things you must be doing.
Stop Posting Press Releases
It is perfectly fine to post press releases on your chamber website. It’s better than fine. It’s one of the first places top execs may visit on your chamber page, but they do nothing for building an audience and interest. Find a special place for press releases and other media information. Don’t lose them in your blog among other posts. Give press releases their own spot or tab.
Stop Posting Events as Blog Posts
You have an event calendar and a home page. You don’t need to place upcoming events in your blog either UNLESS you cover them as a human interest piece. For instance, don’t post what looks like an ad for your community parade. Instead write a blog post about your 100 year-old Grand Marshall who opened his first business during the depression. That’s the kind of business advice and story people will want to learn more about. You can, and should, place a call to action at the bottom asking people to come to the parade to see him and provide details on the whens and wheres.
Start Being a Resource
Successful blog posts are becoming meatier. Your audience is probably looking for a business or leadership resource. It’s an easy space to fill. Inspire them, educate them, and entertain them. They’ll reward you with loyal readership.
Finally, create a call to action for each blog post. Invite your readers to do something. Either read another post (this can be done automatically for you by inserting a WordPress plug-in that suggests other reading materials on your blog) or tie in your learning sessions and networking events to what you’re writing about. Chamber blogging for retention is about giving members what they want and making sure they feel a connection with you. You won’t get that through press release posts and event information.
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