What is a Compounding Blog Post and How Do You Write One?
Blogging is a content marketer’s bread and butter. It’s a chance to flex our creative muscles whilst also having a precise purpose to fulfil. The right blog can drive traffic to your website, help build stronger performing search engine rankings and gives potential clients reassurance that you know what you’re on about!
Yep, blogging is great for your company. Without a blog you’re potentially missing out on a 126% increase in leads. But you already knew that! That’s why your website has a regular blog. One that is relevant and engaging and speaks for your business.
So why aren’t you getting results?
The success of a blog post is dependent on the amount of traffic it attracts to your site. Your average blog post will be crawled by Google and show up (depending on its SEO content) for up to 22 months in the search results, declining in traffic flow on a daily basis. This is called a Decaying Blog Post.
What is a Compounding Blog Post?
Instead of declining in traffic volume, Compounding Blog Posts garner more traffic as time goes on. Compounding Blog Posts age far better at maintaining a growing flow of site visitors and are much more efficient.
Over the course of 22 months, they have been found to receive as much as 6x the traffic of a decaying blog post!
What Makes Them Perform So Well?
Only 1 in 10 blog posts are compounding, yet they hoover up around 40% of all blog traffic.
Because they offer genuinely useful information. Information that readers will feel more compelled to revisit, bookmark or share with friends and colleagues. Posts with titles that answer commonly Googled questions (I am so meta) and offer long term relevancy with a well structured design.
How To Write a Compounding Blog Post
- Write a Descriptive but Snappy Headline – Tell the reader what valuable advice you’re about to give them so they’ll click on your post. Use at least 6 words but don’t make your headline any longer than 13 or you’ll lose out to Google’s algorithm.
- Aim to Answer Questions Fully – If you anticipate a question when writing your post, answer it. The more watertight your advice, the more likely your reader is to recommend and share your post. Posts that contain ‘FAQs’ or ‘How to’ are more likely to compound over time.
- Keep it Broad – Blog posts about current affairs or news have little chance of compounding. As soon as they lose relevance your traffic will decay sharply. Try to imagine someone reading it in 1 year. Does it still make sense? If not, try rewriting it as a timeless piece of advice.
- Keep it Simple – A simple, easily digestible blog structure with clear subheadings (for the skim readers amongst us) is the best way to go for any blog. However, its crucial if you want your blog to keep gaining you traffic as it ages. White space, infographics and bullet point lists are all looked upon favourably by the SEO gods.
- Give Genuine Advice – Giving out advice that is actually useful, rather than just blogging for SEO purposes or ‘newsjacking’, is looked upon more favourably by search engines and humans alike. When readers receive actual actionable advice that they can put into practice, they are more likely to feel like they owe you the favour of sharing your work in return.
When you sit down to write your next blog, think about what you want. Do you want to write a short topical piece and have your traffic spike then fall after a couple of days or would you rather see your traffic volume continue to rise for for the next year or two?
I know which one I’ll be aiming for…
Sources: Hubspot, Strategic IC
If you’re not sure where to start with your blog posts, or you simply don’t have the time and resources to maintain a blog, get in touch with me via email firstname.lastname@example.org to see what your online content can achieve if you give it a little bit of love.