The Daily Blog Post and Awesome Content Myth
This is a question that gets asked a lot. Newbie bloggers especially are often confused for the simple reason that there are conflicting views on the matter.
Some, like Ray Higdon, say you should blog every day, while others like Derek Halpern and Matthew Woodward say you only need to do it once a week or less. This brings me to a related issue. Those who recommend that you blog daily generally say that the blog posts can be short. Some advocate creating quick videos and make them the basis for your blog, thereby giving you the ability to cut down on the time taken to produce each post.
Conversely, the gurus who prescribe posting infrequently usually recommend that your blog post should be an epic post – 3,000 words of more.
So who is right?
Well in a way both views are valid. So the real answer is that it comes down to the underlying strategy.
One thing is for sure – if you’re going to be successful as a blogger you not only have to create good content – you will also have to promote it. This is the missing link for a lot of bloggers. Most of them are content machines who do little or nothing to promote their content. Without promotion, your blog is going to be the best-kept secret on the planet.
Ok, back to strategy.
If you’re primarily going to use SEO to get traffic, the long post may well be the way to go as it appears that Google likes long posts. Long posts have the advantage of giving you the opportunity to get ranked for more than one keyword phrase. Potentially a blog post will include plenty of rankable keywords, thereby magnifying the traffic benefit to the SEO focused blogger. So, if you’re going to create long posts you could do that once every couple of weeks, or even once a month.
On the other hand, if you’re using a different strategy to promote, such as blog commenting (for networking rather than backlinking purposes) and social media promotion, shorter posts are fine. And short posts can be created much more quickly, therefore posting multiple times a week, even daily, is feasible.
Here is another advantage of the short post. More people will read it in full. It’s well known that epic posts turn a lot of people off. They might start out with good intentions, but typically what they’ll do is bookmark the post for future review. Chances of them returning to their bookmarked post? Close to zero. So, shorter posts are more likely to get read immediately – and shared.
The Awesome Content Myth
Another piece of nonsense promoted by some gurus is that your content must always be awesome. Really? Well, if you regard blogging as an end in itself and if your going to rely primarily on word of mouth for traffic, that may be right. But as a family friend said to me years ago, ‘there’s more than one way to skin a cat.’ Not being attuned to the finer points of cat skinning I’ll take his word for it, but I think you get the point. There is more than one way to reach your goal.
To be sure I don’t regard my blog as an end in itself. To me it’s just a means to an end, a conduit for people to pass through on their way to opting into my list and becoming customers of mine.
But of course, died in the wool bloggers see things differently. Here is what one of them said recently: ‘Creating insanely useful, well-written content is your only chance to get noticed’. For them, the blog is the centre of their universe, and they live or die by the quality, indeed the awesomeness, of their content. But I know plenty of bloggers who create awesome content, yet still eke out an existence as a broke blogger.
Don’t get me wrong – you need to be posting good content, but awesome? Well, if you use alternative strategies such as blog commenting and networking with people in your niche, the content just needs to be usefully good, nothing more. And good is a lot easier to create than awesome. If awesome was the requirement, then few people would ever prosper in the blogosphere.
A Better Way to Blog
It is a fact that if you become active within a blogging community as well as on social media platforms, you’ll build an extensive network of friends and supporters. For them, awesome content is less important than awesome relationships. So, instead of wasting a lot of time creating awesome content and monster posts, here is a better way to build your business:
- Write one good quality post a week.
- Post length: 800 – 1500 words. Alternatively create a video and make that the focal point of your post.
- Build credibility and connections by commenting on other people’s posts, some of whom will reciprocate by commenting on your blog.
- Promote your content on social media sites (blog commenting is the other way to promote it).
- Promote other people’s content (especially content written by people you want to engage with) on social media sites. Reciprocity will kick in again – some of the bloggers whose content you share will, in turn, share your content.
- Create a short video promoting your post and publish it on YouTube. Make sure you include keywords in your title and the description. Add a link to your blog post in the Description box.
- Encourage people to subscribe to your email list (for example, offer a free report), and then promote lucrative offers from there.
Why Blog Commenting Is a Great Foundation For Your Blog Promotion Activities
I’ve already given you a clue about blog commenting. It’s not the only way to promote your content, but the strategy works very well providing you’re consistent with it. Please note that one sentence comments will not cut it in the blog commenting world. You MUST leave a meaningful comment based on the post you’ve just read. Look at blog commenting as an opportunity to showcase your ideas, your knowledge and your value. It’s show time!
Do not make your comments solely about you. Always edify the author of the post – give them a compliment and recognise their contribution.
That said, here are the main reasons why you should do it:
- Instant Traffic. Active blog commenting will stimulate interest in your blog, no doubt about it. When people see your helpful blog comment some will check you out by visiting your blog. More traffic for you.
- Ranking Benefit. You may get a backlinking benefit (good for Google rankings). Added to that, comments on your blog will give you an additional ranking benefit.
- Credibility Booster. This is huge. When visitors to your site/blog see lots of commenting activity, they immediately form a favorable impression of you. Most blogs are what I call ‘dead blogs’, comments on your blog will change that.
- Networking Benefit. When you engage in regular blog commenting activities, you will form relationships with successful bloggers. In time, some of these relationships will mature and blossom into mutually beneficial business relationships. The scope is enormous; the opportunities are endless.
Does It Work? An Example:
This blog is in the process of moving to a full blog commenting model. Already I am getting more comments in a month than I used to get in a year. For a look at a more advanced example go to my other blog, Persuasion Pursuit. There you will see what can happen after just a month or two of concerted blog commenting activity. You will be impressed.
If you would like to partner with people like me and others on the blog commenting side of things, talk to me.
The Wrap Up
As you can see the workable strategy I feature here reduces the focus on the content aspects of your blogging activities, and puts it where it belongs: content promotion. Rather than creating and publishing epic posts every couple of weeks, or going in the opposite direction (shorter posts published daily), take the middle path – short to medium size posts, published once or twice a week.
Your Turn to Give Now
Time to Comment!
What type of blog posts do you usually write?
What is your view about long posts, versus shorter more frequent posts?
Make a comment below!
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