Few businesses need to be convinced about the importance of blogging anymore. Not if they’re looking to build a following, engage with customers and sell products.
Just look at some of these statistics:
– 53% of companies say blogging is their top marketing priority.
– 66% of companies are using blogs to promote themselves on social media.
– 65% of companies want to increase their blogging spend exponentially.
– Websites that carry a blog have 434% more indexed pages.
More blogging stats?
– Companies that blog are 13 times more likely to achieve a positive ROI on their marketing efforts.
– Businesses that blog generate at least 2X more email traffic.
– Almost 80% of users ignore paid ads and focus only on organic results.
The multitude of reasons why businesses should be blogging, enthusiastically and consistently, goes on and on.
But here’s the catch.
How much is too much? When do companies cross the invisible line between quantity and quality, and start cranking out blogs without a well-researched or well-understood idea of why they are doing it?
Most importantly, it is necessary to blog every day?
The answer to that last question is an emphatic: no.
Ask the biggest and best bloggers in the marketing space today, and most of them will tell you that they have given up on blogging daily because it is a time-consuming and pointless exercise.
“Once upon a time, I was doing at least one blog every day because I wanted to be the biggest blog out there,” says Neil Patel, co-founder of Hello Bar, Crazy Egg and KISSmetrics, and one of the world’s most successful bloggers in the digital marketing space. “And it was a shitty feeling after some time, because it was same stupid stuff I was regurgitating over and over again. Some of my blog topics would be like: “Hey guys, you should use hashtags on Twitter if you want more re-tweets.” What’s the point of writing weak and overdone topics like that?”
It isn’t that the traffic generation tactic behind blogging daily is dead. It is not. But if you’re looking for high-quality leads – the kind that actually improves your ROI – then it is time you stopped blogging every day.
So what should you be doing instead?
Here are some pointers that will help you craft lesser but better blogs that will actually work for you:
# 1: Stop Producing “Thin Content”
The length of daily blogs that many companies post every day fall disappointingly short of the mark. Google even has a name of them: “thin content”.
If you’re writing 200-300 word blogs that are either stuffed with keywords or failing to provide any concrete help or information, then they are “thin content”. You can write 365 of those in one year and still see no results from them.
# 2: For God’s Sake, Stop Counting!
Many companies foolishly lay stress on how many blog posts are being generated per week or per month, thinking more is always better.
It is not. If you’re counting blogs instead of evaluating the worthiness or usefulness of the content, your marketing team will never develop the mindset for great quality. They will simply hack – to please you with the numbers.
Epic blog posts don’t happen overnight. They take days, and sometimes even weeks, to produce. According to Orbit Media’s latest report, it would take the average blogger 9 hours and 45 minutes to write a 3,000-word blog post.
“Recently, I posted a new article called `45 Kick-Ass Resources For Online Entrepreneurs’,” says Dries Cronje, founder of Trading Profit Lab. “It took me three weeks, just to nail the title of the post. And about two weeks to write the post itself.” The result of this concerted effort was a blog post that went crazily viral.
Jon Morrow, social media entrepreneur and founder of SmartBlogger.com, shares another example of when he took 50 hours to write a single post: `How To Quit Your Job, Move To Paradise And Get Paid To Change The World’. “This was maybe the best article I’ve ever written,” he says. “This post has gotten over a million page views. It’s the most popular post in the history of ProBlogger.”
Obviously, not all blog posts need to be such a long and detailed process. But it does go to show that the more time you can spend on improving a blog, the better ROI you get on it.
# 3: Become A Pro At Research
One of the hallmarks of great blog posts is that they are research-based.
Take the time to give credibility and authority to your blogs with scientific proof, interesting data and specific actionable takeaways.
The more confident you are in your assertions and opinions, and able to back them up with facts and stats, the more readily your readers will be on board with whatever it is you are saying.
# 4: Write Longer Blogs, Instead Of Daily Blogs
The average first-page result on Google contains 1,890 words. The search engine is always looking to offer a more complete experience to its users, and it is reasonable to expect longer content to have more information.
It is nobody’s case that all blogs have to be 1,890 words or more in order to attract traffic. Many topics – especially when you’re trying to answer specific search queries – do not lend themselves to such a long-form piece of content without fluff and nonsense entering into the paragraphs.
The idea is to take the extra time to do a more thorough job. To produce a better-researched blog than your competitors on the topic by giving every information that could possibly help your users. If you can achieve that even with a 1,100 word piece then it is still valuable material. And Google will reward you for that.
# 5: Create More Visual Assets To Support Your Blogs
If you’re not blogging every single day, you have the time to add value to your content with visual elements.
Infographics, for example. Capturing the gist of your blog in a visually-attractive infographic is something that will be shared a whole lot more by interested users on social platforms. In fact, 30 times more!
Images are another such element. When you’re not blogging every day, you can take the time to dress your content with additions like interesting images, GIFs, memes, etc that will make the pieces seem way more scroll-worthy.
# 6: Create Multiple Marketing Assets Out Of A Single Blog
Get the most bang for your buck by making every blog post work for you.
When you’re blogging daily, your followers are not getting enough time to engage with every blog because today’s one is constantly replacing yesterday’s. As a result, you’re losing the precious opportunity to wring every last drop of marketing juice from the pieces you write.
When a blog content is valuable, it can be used as a motherhouse of information from which you can pick and choose little pieces to promote separately on your marketing channels.
For example, you can pull strong passages from your blog and turn them into readymade tweets (using click-to-tweet plug-ins) that people can post immediately on their own page.
You can turn them into power quotes and share them on Instagram and Facebook. You can convert the content into a video, using free and easy programs like Lumen5, and load them up on Facebook. You can choose a collection of related blogs and turn them into a free or pay-to-download E-book.
When you’re focusing on quality instead of quantity, you invariably have a wealth of information in each blog post that is ready to be used in multiple ways.
# 7: Promote, Promote, Promote
Blogs are like flowering plants in a garden. Your job isn’t over once you have sown the seeds. You have to water the plants and tend to them regularly if they’re going to have any chance to flourish and grow.
Same thing with blogs. Merely posting a link to them on your Instagram or Facebook business page is not going to cut it.
Unless you maximize your promotion efforts with outreach strategies like influencer marketing, guest blogging, link-building etc., they will never cause a ripple effect or go viral or be shared by tens of thousands of followers. No matter how good and original the content is.
Gone are the days when the golden rule of online marketing was: “Publish as much as possible – as fast as possible”. There wasn’t a glut of content out there is those days, and it was possible to rank with a mediocre, 400-word blog if you got the keywords right.
Today, with millions of blog posts being published every day, dogs are eating dogs in the content marketplace to grab the biggest share of followers.
And only the strongest and feistiest will finally get to rule the manger.