At Impulse Creative, we get asked a lot how we are different. Why is our agency better than one that will churn out blogs, quickly and cheaply? After all, it’s just about getting new content onto the website often enough. You hit some keywords, post it live, and people will read it, right? No way! Blogging is a totally unique marketing medium, one that has data-backed metrics proving effective and ineffective ways to go about doing it. We take crafting our clients’ strategies and blogs very seriously, which is why we adhere to the expert tips and tools of the trade.
Recently, an article from HubSpot recommends that marketers focus on “compounding” blog posts , which are defined as posts whose traffic grows steadily over time. These posts are far more valuable than “decaying” posts, those that deliver a surge of traffic and then plummet downwards. While only one in ten posts are compounding posts, they account for 38% of total blog traffic across their sample of 15,000 websites. Clearly, creating compounding blog posts is the way to bring in the most traffic, steadily and for an extended period of time.
While there’s no guaranteed way of getting a compounding blog, there’s a number of ways to increase your chances. A few suggested offered up by HubSpot, which are backed by their study, includes:
- Keep it Tactical - Most compounding posts are tactical in nature. They intend to help readers, typically by providing instructions.
- Stay Broad - Narrowly focused posts rarely grow, so keep it broad and use everyday language throughout.
- Use between six and 13 words - Anything more or anything less doesn’t attract enough readers.
- Include the words How, Your, What, Best, Why, and/or Tip if possible - Resourceful topics needs a powerful title. If this is tripping you up in your blog writing, download our free eBook 300+ Ideas for Your Headline Swipe File.
- Images - No one wants to open up a page and see nothing but black text looking back at them. Add some pictures!
- Bullet Points - Allow people to skim your blog for relevant information. If your bullet points are answering their question, they will read the blog.
- Links - This is part of a proper SEO strategy, so hopefully this is one you are already incorporating into your current posts. When explaining concepts, link to previous posts that give additional explanation to provide value for a reader who does not have significant background knowledge.
- Enough Information - Don’t promise a reader an expert opinion on a topic they need to learn more about and then let them open up a blog post with 100 words. Conversely, they probably don’t want to read 2,000+ words either. Keep it somewhere in the middle, usually between 500 to 700 words- short enough to entice them and long enough to cover everything.
Let’s take a look at an example topic to see these tips in use. Remember, for every subject matter, there is a compound way to blog and a decaying way to blog.
Compound Blog Example
Decaying Blog Example
It’s easy to see the difference between these two blogs. While they both target the audience, men about to propose, and address the same topic, how much to spend on the ring, they go about it in very different ways- and will earn very different results. It may take a while to master the art of writing compounding blogs, and certainly not every blog will gain the desired results. That’s okay! These tricks will be second nature eventually, with your blog views and conversions reaping the benefits.
Companies that blog have 55% more website visitors, is your business one of them? If you’re not sure how to get started with your blog, Impulse Creative can help. Download our free eBook Beginner’s Guide to Blogging for Business for even more advice.