It’s not about lots of content, but what you do with it that matters

Lots of people will tell you all sorts of things about how to make your blog more successful, get lots of readers and heaps of traffic, and the main point they emphasis is to write lots of content.

Certainly this practice has its merits, as without content your blog has failed in its purpose. But if I was to tell you that you need to write consistently and frequently almost every day, than that would put you off.

How often…

It’s one of the most frequent questions I get asked: “How often should I post in my blog?” It is often said with trepidation, as busy business owners flinch with the thought that they need to write something in their blog every day or they will fail with their online marketing strategy.

Some still don’t look suitably reassured when I tell them that consistency is better than frequency, and that having something posted up on a regular basis has a much better impact than a flurry of activity followed by a fallow period.

But then they look more relieved when I tell them that once a week on a particular day and time will not only be beneficial for their readers who will grow accustomed to seeing fresh words to read every week, but also it will stimulate the search engines too, who will send their spiders to your blog at that specific time to take advantage of that new content.

How much…

But hang on, the title says it’s not about lots of content, but what you with it. This is when you can play with your regularly produced blog posts and make it seem you’ve written lots of content. If you think about it, if you’ve been regularly posting in your blog over a period of time, you will have lots of content at your fingertips you could use to your advantage.

One of the applications I take full use of is my ‘Tweet Old Post’ plugin which spontaneously selects my past posts and retweets them at random moments. I have plenty of information that would be forgotten under a layer of dust if I didn’t allow this plugin to give them a suitable airing once in a while.

Another way of giving the appearance that you have lots of content is to go back to your old posts and either select the ones that did very well in the past and rewrite them with a more modern slant, or take notice of the failing ones, analyse why they performed that way, and again rewrite them with a better headline, clearer subject and more appropriate keywords.

More publicity needed

And don’t forget that when you’ve written your post, proudly published it and stood back to view your handiwork, it doesn’t stop there. Now you’ve got to put into place a set of systems to publicise what you’ve written.

As well as automatically feeding your posts via RSS into your social networking sites, it’s about working with that concept to raise the game. Feeding into Facebook and LinkedIn is fine, because your post will be visible for quite a long time before it is superseded with the next one or any other activity you do. But on Twitter and any other fast moving social media, your post’s announcement to the world will have passed by in a flash.

More content needed

Now I’m going to make you miserable by extracting that relief you had when I said you only need to post regularly once a week. It is up to you to put into place lots of content to help publicise your post. Sorry, but writing a blog post is only the beginning – in fact, you should treat this content as the end product, the destination of the call to action focused on in your online marketing messages.

Using the same source, focus and message, you need to compose more content with a persuasive nature to drive readers and traffic back to your blog. Quick attention grabbing style for Twitter, gossipy and socially intriguing for Facebook, full of business incentives for LinkedIn, and information packed for Google+ – or whatever you think is appropriate for your followers in the social networking accounts you have set up.

Right attitude needed

This lots of content needs to be broadcast at the right level, frequency, time-period and voice for each platform to ensure a better response, and don’t worry about over-saturating in places like Twitter, the more you say there the better. But it is the persuasiveness that will make the readers click on your link, allowing them to find and read your blog posts.

Does this sound like a lot more hard work? Sure it does, who ever said content marketing was easy? If you haven’t got the capacity to cope with this, time to search out a good copywriter or social media VA expert to help out – it will certainly make a big difference.

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Alice Elliott writes the award winning Fairy Blog Mother blog for beginner and post-beginner bloggers to “explain things really simply” about blogging and WordPress. She provides simple, easy to understand, highly visual courses and tutorials using ordinary, everyday words. Visit her new Beginner Bloggers blog to find her latest learning resources.
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