Successful Inbound Marketing requires frequent publishing of fresh content.
However…. everyone I’ve taught to do this at some point gets back to me with the feeling that they’ve said everything. They fear they’re running out of topics.
Here is what you do when (or even before) that happens to you:
Don’t Promote Every Blog Post via Social Media
We read books and magazines sequentially and that gives us the idea that our blogs are read sequentially too.
For the most part, they’re not. Your blog posts are found by people who do searches and are led to a specific post.
If your blog contains 25 or so posts on a given topic that are similar, the reader who finds you via organic search will never know. They see the ones that most closely match their search query and they probably don’t see the others.’
However, some people feel they need to promote every blog post via social media. You don’t. You need to promote your BEST blog posts via social media, and let the search engines find the rest.
Never lose sight of the fact that the best traffic are the people who show up via organic search. Those people found you. They have the greatest interest in what your website talks about and they convert the most.
Create a list of “rotating” topics
If you feel you must promote every blog post, create a list of topics and simply rotate through it. If you publish twice a day and you have a list of 60 topics you’ll be somewhat repeating yourself every month.
As the length of your topic list grows you’ll be repetitive but at longer and longer intervals.
Broaden Your Topics
Remember to think of your website as an online magazine appealing to a certain audience.
Have you perhaps defined your audience too narrowly?
Is your website about small business online marketing? Rather than small business issues?
When I suggest this people tell me they want people on their sites who are mostly likely to buy.
There is a very strong reason why that’s wrong.
Busy sites tend to rank higher. The busier your site is the higher it will tend to rank. So attracting more people to your site who never buy from you in and of itself helps you attract more people who will.
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