“If you build it, he will come.”  This quote, from the movie Field of Dreams, captures the hopes of many marketers:  write great content on your blog, and an audience will be magically attracted to you.  Thanks to Google this is partially true, but are there things that you can do to help the process along?  The answer, of course is yes.  To start, consider the following ideas:

• Blog Intentions
• Six steps to strategic blogging
• 16 Blog topic ideas
• 17 ways to great social engagement

This post, however, is an example of a completely different way to grow your readership: create content clusters of related blog posts, and then cross-link them.  It stands to reason that if a person lands on one particular blog post, they may have an interest in closely related posts.  Planning several blog posts around a particular theme –  planning the posts in clusters instead of simple individual posts – can make this happen.

The second benefit of this is that these clusters are ready-made raw material for a longer white-paper or other form factor.  (More on repurposing content.)

Does this topic resonate? Reach out to Randall: he can present it to your group.  (More presentation topics)
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