by Richard Rowell, Staff Writer
There’s nothing worse than starting a blog, promoting it, and then as soon as you don’t see immediate results to abandon it. That is something that happens all too often, but you simply can’t give up. It can take months for rankings to take your site seriously, and in order to do that, you need to be able to blog consistently and effectively.
Quality Posts vs. the Quantity of Posts
Many content marketing experts suggest that you blog at least three times per week. However, the old rule of quality versus quantity most certainly applies, especially in blogging. You may get incredibly passionate bloggers to work for your site, or you’re a passionate blogger yourself already. The most important thing to consider is if you are watering down the effectiveness of your blog by diluting the quality in trying to get as much quantity as people tell you that you need.
One great way to overcome these quality issues is to find topics that you can split into two or three separate posts without finding that you’re repeating yourself or essentially saying the same thing two or three times - repetitiveness completely intentional in this case. Some possibilities include having Top 10 lists, various topical series, and inviting expert guest bloggers to write on an extremely niche topic in which he or she may be an expert.
Let’s look at all three of these possibilities.
POSSIBILITY #1: Product-Oriented Content That Isn’t Too Sales-y
Say you have a blog that compared top-selling brands of appliances. Here’s the trick. You don’t want to sound too sales-oriented, even if you have lucrative affiliate programs, because affiliate programs don’t want you to sound sales-y. Let’s say you have Brand A, Brand B, and Brand C that you find to be the most popular. Now while I say Top 10, you could have a Top 5, or even a Top 3. In this case, you’d write about Brand C first and what makes it stand out from the competition. What would make people want to choose that particular brand and how does it stack up to other popular brands?
Then you would next, perhaps a few days later, write about Brand B and compare it directly to Brand C and other popular brands. Then you’d finish off the series with Brand A, and compare all three. You want to position yourself as an expert appliance review. You’re looking to help them with their buying decisions, not to try and make them for your visitors.
This is the trick with what is called “inbound” marketing. You want to people to buy products through your site, obviously. But in blogging and other forms of inbound marketing such as social media and search engine marketing, you need to position yourself as an expert. You need to figure out how best to utilize your expertise or the knowledge of other non-competing members of your particular field to keep your products in mind without directly pitching them to consumers. It’s the old “top of mind” strategy, and it works well, but you have to be very careful to be an expert and not appear to just be a spokesperson for Brand A, B, or C. That’s fine for a sales floor or cold call, not your blog, Facebook fan page, or Twitter feed.
POSSIBILITY #2: Cornering Your Niche
Say you’re trying to get into a particular niche in your industry. Let’s pretend you’re writing for a kitchen and bath design firm. In your blogging research, you’ve found that galley kitchen designs are very popular in your area. You can write a series of five or six posts that cover different aspects of galley kitchen design. It’s actually a fairly popular search term that’s been trending steadily in traffic over the past several years.
If you decide to go that route, you could cover a variety of topics concerning galley kitchens. You may discuss the space restraints in a galley style kitchen and how to best overcome them. You may discuss what sort of appliances work best in a galley kitchen. There are considerations for cabinetry styles and counter tops which best fit into those types of kitchens. You could also focus on a slightly different keyword phrase as well, such as “galley kitchen ideas.”
There are quite a few things that you could cover to develop expertise around the niche of galley kitchen design. Keep in mind that you could sustain this series for a month or two if you post one Galley Kitchen Design article weekly. You want to build some authority around this topic, if it’s something you believe your potential customers may be interested in.
Then again, you may not want to focus simply on niches, either. This brings us to possibility number #3.
POSSIBILITY NUMBER #3: The Weekly “Expert” Blog
A very popular blogging strategy is to write expert articles or bring in experts every week to cover one specific topic. Sometimes this could be a writer who focuses on the hot topic of the week in your blog’s given field. Sometimes it could be a writer that specializes in very specific things. The trick is to complement this sort of content into the broader spectrum of all that you do with your site.
Here’s a more specific example. Say you’ve been doing blogging for a sports marketing agency that helps sports teams produce merchandising opportunities. But your regular content just isn’t bringing people to the site as you may have hoped. This is where you can bring expert bloggers in sports to help out your cause. You may want to have your guest bloggers discuss something broad such as the top uniforms in the league, or something more industry-specific such as how the best players in the league have their salaries decided. The former clearly has a far greater reach than the latter. You want to fall somewhere in between there.
Also, having a very niche topic once in a while (for example, the local team signing a sports star to a major contract and breaking down how it came together) is fine, especially if it’s current and relevant. As long as it’s fresh and interesting to your blog’s intended audience, it’s good content. Just don’t rely on some great hot news item to post every week, or you’ll be starved for content all too often.
Which is the Best Strategy?
My best suggestion is to combine some of each of these possibilities and work them into your overall blogging strategy. You want to be general to catch as broad of an appeal as possible, but you also want to be topical and current for the sake of being diversified. There is nothing as crucial to successful business as diversification and it’s as true as ever for blogging as it is for any other aspect of business. By having a wide array of content at your disposal you can be sure that you have plenty of quantity to keep the search engines happy, while also making sure that your audience becomes accustomed to plenty of quality content.
Photo credit: Morguefile.com
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Lyn Lomasi & Richard Rowell are life & business partners. Owners of the Write W.A.V.E. Media network, they are your content superheroes to the rescue! Running their network, tackling deadlines single handedly, and coaching fellow writers & entrepreneurs to be thought leaders is their top priority. While rescuing civilians from boring content and marketing, they conquer the world, living the RV life and making Crafts For A Purpose with their awesomely crazy family while recounting The Nova Skye Story, along with Kymani’s Travels. They also strive to one day cuddle with lions and giraffes. Until then, they’ll settle for furry rescue kitties and doggies.
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