Once you get serious about actively creating an online presence, you have to develop a plan for high quality website content. At first you’ll probably do some experimenting to determine what kind of content to create to attract an audience. Most important is the development of your authentic voice. This develops naturally over time, so the best thing to do is just get writing. Create a schedule for posts. For a blog, post at least once a week, but aim to get up to two or three times weekly. Plan out a list of topics, but be ready to post about breaking news or exciting developments as they arise.
When your site is predictably updated, you should begin to actively engage with your readers. Ask questions in your posts to get a conversation going. Participate in and gently direct the discussion that develops in the combox. As your readership grows, watch your analytics carefully. What brings people in?
Make it easy for people to share your website content by installing buttons for Facebook, LinkedIn, Instagram, Twitter, Pinterest, Google + or any other social media network relevant to your business. Consider paying to promote your best content in the networks that bring in the most traffic to your website.
Don’t rest on your laurels once you’ve created a solid readership for your website content. You must maintain your posting schedule and participation in discussions. Your website provides an opportunity to develop online relationships, and these have to be cared for just like your real life relationships.