The need for consistent content creation is crystal clear…
Between more leads, conversions and opportunities to dominate the blogosphere of your niche, it’s obvious why more and more brands are investing in smarter content marketing .
However, the expectation to constantly churn out new content leaves many businesses in a bit of a bind. That is, how can we possibly write pieces that always knock it out of the park?
Consider this: according to Hubspot , businesses that blog more than sixteen times per month garner a staggering 3.5x more traffic than competitors blogging on a weekly or monthly basis.
Sixteen posts. Per month.
That’s a lot of content, especially if you’re relying on yourself or a relatively small team without a dedicated writer on deck.
Likewise, the more we write, the more we’re forced to scramble for new blog ideas. This often leaves bloggers trapped as they feel helpless to come up with fresh ideas yet know that they’re leaving potential traffic and money on the table by neglecting their content.
So, what’s the fix?
Choose to diversify your blog content
Instead of spinning your wheels and churning out the same types of posts time and time again, take a moment and think about the true function of a blog.
Blogs represent so much more than 500-word posts for the sake of SEO or a place to dump content for the sake of “marketing”.
On the contrary, blogs represent:
The opportunity to educate visitors and provide something of value to your audience
The chance to tell your story, make connections and build relationships
The ability to motivate an audience to act , whether it means clicking, sharing or buying
On a similar note, bloggers no longer rely solely on the written word. The explosion of visual content and social media, for example, signal a new era of blogging that expands far beyond the standard “five paragraph post”.
Diversifying your blog content doesn’t require a complete overhaul of your site, but rather a new approach to content marketing based on the modern era of readers.
If you feel like your blog is stuck in a rut or simply isn’t getting the traction you’re looking for, consider the following four tips to breathe new life into your blog.
1. Experiment with new post formats
There is no one-size-fits-all approach to blogging; therefore, it’s only natural to diversify how you deliver information to your audience.
The concept of varying your content formatting is nothing new, yet it’s rather shocking how many bloggers still follow extremely rigid guidelines in terms of word count, linking, images and keyword density because it’s the “right” thing to do.
Instead, consider how experimenting with your content can ultimately create a better user experience. How so?
For starters, we’ve far passed the tipping point in regard to the increased need to reach mobile visitors to our blogs: do you think such users really want to scroll through endless walls of text? In the midst of so many distractions and users’ relatively short attention spans, we need to do everything we can to keep their attention on the page.
On the flip side, sometimes we need to go in depth with our posts to provide the best education and information possible to our audience.
For example, could you successfully navigate a reader through the “how-to” of an intricate WordPress installation or SEO software in less than 500 words? Probably not: guides covering complex content could easily topple the 5,000-word mark.
And guess what? That’s completely okay.
Despite popular belief, it is possible to please readers and search engines simultaneously. Rather than taking a blanket approach to your blog, start mixing it up. How?
Short form posts
Conventional wisdom tells us to shy away from short-form content because it may be perceived as “low quality” or “thin” in the eyes of search engines.
Bloggers should worry less about having the “perfect” post and instead keep their readership in mind. Business mastermind and blogger Seth Godin is often cited as an example of exactly how powerful short-form posts can truly be.