Why Quantity Is Irrelevant For Most Blogging Businesses
You probably don’t need to publish that much.
Quantity of publishing is completely overrated for bloggers with many people saying that you need to publish daily or multiple times a week. This can be true. But in most cases, it’s simply not.
Admittedly, if you wanted to compete with Medium’s top writers, then you probably have to publish daily or once every two days.
But why would you want to do that?
These people are doing what I call “popular writing”.
What I mean by that is that they are writing about popular topics with the goal of to attracting insane amounts of readers, which simply are not necessary for most businesses.
Most businesses simply don’t need 100,000 readers a month. They only need to attract a certain number of those people, who have the potential to become actual paying customers.
And they need to focus on converting these leads into customers.
1. Why popular writing is probably not for you
Popular writing is something that mostly becomes necessary when a blogger is writing about a somewhat “fluffy” topic like self-improvement, motivation or happiness.
With fluffy topics, I mean those topics where it is difficult to measure the results one is able to achieve for his or her customers.
Let’s say that you are writing about happiness.
It is extremely difficult to promise somebody that you will increase their happiness by 30% and then actually deliver on that. So, it is difficult to promise specific results to your customers.
There will nonetheless people who are willing to buy from you (e.g. books), but they probably won’t be willing to pay a lot of money. That’s why you need to compensate for your low price with a large quantity of customers.
In business, there is a simple rule:
The more specific and measurable the results are that you are providing for your customers, the more you will be able to charge.
If you have a business that provides specific results to specific target customers (e.g. helping coffee shops to get more clients via social media), then you simply don’t need to attract masses of people.
You only need to attract enough of your potential customers to cover your bills.
2. Less content, more marketing.
It is probably completely sufficient for you to publish once or twice a week, but to invest more of your time towards getting these articles in front of your potential customers.
This means figuring out where your potential customers are already gathering (e.g. Facebook groups, Forums etc) .
And then sharing your articles with them.
If the article is good and you are clear what the next step is that you want them to take (e.g. subscribing to your e-mail list), then you are going to be fine.
Also, keep in mind the purpose of your articles. They mostly exist for the sake of lead-generation (i.e. creating a first interest in your work). This means that you can essentially share the same articles over and over again, but in different places for different audiences.
The only thing to do at this point is to gain people’s interest.
And then slowly convert them into paying customers (via e-mail marketing, free webinars etc).
Most likely, you don’t need new articles every single day. And you also don’t need masses of readers. All you need is to gain the interest of those people, who are your potential customers.
Once you’ve gained that interest, methods other than blogging are probably more effective in converting these prospects into paying customers.
Think of things like:
- E-mail marketing
- Free webinars
- Free e-books
- Free teasers (e.g. offering a small part of your online course for free)
Ironically, the blogs of successful bloggers tend to be only the tip of the iceberg for their businesses. Much more is happening quietly behind the scenes in terms of converting readers into customers.
And that’s where you’ll have to focus a lot of your attention.
Call to action:
I’ve put together a free step-by-step guide on how to build a profitable business around your blog. You can get the guide by clicking here.