Blog Quantity Does Not Equal Quality
You shouldn’t ever need more than 50 posts maximum, if you do it right. If you create 50 posts and your blog isn’t as successful as you desire, the issue is the quality, not the quantity.
This article will give you some much needed clarity on why your current blog isn’t performing as well as you’d like, and an excellent strategy to approach a blogging campaign.
You will learn a framework for exactly how to ensure that you blog is helping you to generate more income, by both increasing traffic and by turning your readers into raving fans who buy when you tell them to buy.
1. Start with the End in Mind
The main reason why blogs fail is the lack of clear purpose. If you simply start blogging and racking up post numbers, you’ll leave your success to pure chance. Before you know it you could have 100 posts and nothing to show for it. The smart blogger knows that every single post must contribute to the achievement of a goal.
Most bloggers have financial intentions – they want to monetize their blog. And with good reason – when you have a hungry following of readers who rely on you for advice, you can sell them all sorts of beneficial products or services like e-books, personal coaching, video products or your own services.
If you have financial intentions, then you need to focus on this simple formula:
Sales = leads * conversion rate
In terms relevant to a blog, your goals are therefore:
a) Increase leads (in the form of traffic and readership)
b) Increase conversion rate for products or services you want to sell to those leads (the level of trust they have in your advice).
As obvious as this might sound, most bloggers are simply “writing informative articles”, and hoping that this will magically create sales. It’s a “build it and they will come” approach and it doesn’t work.
The most successful bloggers are very deliberate in each individual post and their overall package of posts. Stop blogging for the sake of it and start to make every post count toward the goals you’re trying to achieve.
How to do this? Let the choice of topics be responsible for increasing leads, and focus on creating value for turning leads into disciples.
2. Choose Your Topics for Leads
As a general rule, what you think your niche wants to know about and what they truly want to know about are two different things. Here are two ways to ensure you’re writing for what your niche is looking for.
Beginner: Ask Search Engines
The Google Keyword Tool (simply search for that phrase on Google) can tell you what people in your niche are looking for. For example, by inputting “winemaking” into the keyword tool, it tells me that people in the winemaking niche want to know about (top 10) winemaking supplies, winemaking kits, winemaking equipment, home winemaking, winemaking process, winemaking from grapes, grapes for winemaking, winemaking recipes, home winemaking kits, and winemaking classes.
After you know the right subtopics, you can then go ahead and teach the steps, things to know, mind-sets, mistakes, principles, habits, secrets etc. related to each of these keywords, and you’ll certainly be hitting close to teaching your niche what they are looking for, and will naturally attract traffic from organic searches for information.
But you’re still not talking about exactly what they need to know about. You’re still not guaranteed to be answering their burning questions, and you’re probably duplicating content that is already available. You need to go deeper.
Advanced: Ask Your Customer
If you want to write articles that people in your niche want to actively share, because the information is so precise in describing exactly what they truly want to know, you have to ask people what they want. This is the high-effort, high-reward approach.
If you have customers, ring them up and ask them what they want to know. Take notes! Ask a bunch of your customers what are the issues that they need clarity on. If you can provide people more clarity that they can’t get elsewhere, you’ll be writing about the right thing.
Send out emails to your customer base and ask them what they want to know about. You can offer an incentive to encourage participation. Even ask them “what information would you share with your friends if you had it?”… Because that’s literally the exact type of information that you want to write about.
Post topics on social media sites (especially Reddit) and forums where your customers hang out, and just ask what they need to know. They’ll love to tell you! This is a great way to simultaneously get a good reputation in those hangout areas.
From now on, don’t write an article unless you know beforehand that customers in your niche are asking for it to be written.
3. Focus on Creating Value
Each post should help your customer to move tangibly or measurably closer to their goal. The process should be:
- Person reads your post
- They do exactly what you tell them to do
- They achieve an immediate outcome
- They are noticeably closer to their larger outcome
If you provide your readers with this value time and time again, your readers will realise that every time they follow your advice they move closer to their goals. What do you think this means when it comes to you advising them to buy a product or service? They’ll be incredibly more likely to do it! On the other hand, what chance do you have of someone taking a recommendation from you if you’ve never before helped them get what they want – none. Be the value provider, and you’ll increase conversions.
For example, I’m counting on you to actually ask your readers what they want to know, writing an article to answer their exact question, and giving it to those readers. Do this and you will notice an immediate increase in those customers’ recognition of you as a provider of value.
You should make your focus removing the blocks that stand in the way of your readers’ desired outcomes, and showing them exactly what they need to make happen to arrive at their goals. This is providing true value. Most bloggers want to do this, but they never provide instruction at a high enough level to actually help their readers to make progress. They tell people *what to do* but they don’t tell them specifically *how to do it*. You must provide specific instruction, and encourage your reader to take action.
As an example, when I first started guest blogging, I read dozens of sites that told me that I had to guest blog before I found one that finally told me the exact steps to find a site related to my niche that allows guest blogging. Which blogger do you think I perceive as the best value provider? Who would I listen to in the future?
From now on, make sure every post features something that your readers can do that will help them. Encourage them strongly to do that thing, and assure them of the results.
Evolve and Take Feedback
As you execute this strategy, take very careful note of what works and what does not. Check which posts increased traffic or generated a favourable response from readers.
If you don’t have a way of checking this, you may want to find some. Try Google analytics for monitoring traffic, and try social media engagement or blog comments for getting feedback on posts – ask people to post their results of your instructions.
Always be asking “is my traffic increasing?”, and “are my customers buying into me more?” Have enough flexibility to alter your approach if you are not getting the results you want.