Let’s face it, online relevance has become the dominating factor for corporate brand success. Regardless of whether your services are online, offline, or a combination of both, traffic and lead generation contribute massively to financial returns and the legitimacy of your brand.
According to an in-depth research report conducted by HubSpot in 2016, 60% of marketers stated that blog content creation was their highest priority for inbound marketing.
Simply put, the same study found that 1 in 10 blog posts are compounding blog posts; posts that essentially result in increased organic traffic to your overall site. Another compelling statistic is that from 38% of overall traffic is generated through this small percentage of unique and incredibly valuable posts.
Compounding blog posts: What are they?
In addition to seeing visitor numbers increase rather than decrease over time, compounding blog posts are known for being relevant in the long-term. Unlike news articles or promotional pieces, compound blog posts offer advice and tips that remains relevant to its target audience over time.
For example, if a site would provide an extensive guide on various products and services, for example a thorough guide of the best online casinos in the UK, then this has long term relevance and can help people in search of those products in the next couple of weeks or years after it’s been written.
On the other hand, if you publish an article that gives time-specific advice on limited time offers, such as a Black Friday sale on your merchandise or an announcement for a new product, once the period ends so does the relevance of your post to readers, causing traffic to decay.
The key to writing effective compound blog posts is to focus on the following points:
- Offer broad, but helpful, advice.
Avoid being too specific, since the focus of compound blog posts is to stay relevant for as long as possible the idea is give tips without pouring in too much detail that could make the post irrelevant in the future.
- Make sure the topics are relevant to readers in the long term.
As mentioned earlier, be sure to avoid time-sensitive subjects in compounding blog posts. Focus on generic issues and advice as mentioned in the previous point.
- Include how, what and why in your title and content.
Before writing make sure that you look up some FAQs or common problems that your readers may encounter. If your industry is online shopping, try to search for some trending questions on Google. A great place to find out what questions people are Googling in your field is Answer the Public, which offers the highest trending questions on the web based on the keywords you enter.
It goes without saying that structure is crucial to the success of your blog post. Make sure the content is clear and that your layout is easy to follow and your post will have all the right ingredients to boost traffic to your site!