It’s true that the best blogs are frequently updated. Publishing fresh content frequently helps a blogger to retain the readers/subscribers they have and to attract new readers/subscribers too.
It’s also true that publishing short “meaty” posts frequently and long posts occasionally is a successful blogging strategy.
According to Technorati’s index, a minority of bloggers are posting daily, or even weekly. When looking at average posts per month and per day by Technorati Authority, bloggers in the Top 100 generate 36 times more content than the average blogger. We also see a higher use of tags as part of their arsenal of strategies to bring audiences to their content, with 92% of the Top 100 bloggers using tags.
Readers today have little time and patience. When it comes to reading long, poorly constructed posts that wander all around the point without making it – forget it!
All writing is focused on clarity. If you can say what you aim to say in a few sentences, do so. If you need more sentences, write them. Regardless of post length, keep in mind these two points.
- The worst blog posts leave readers wondering what the point was.
- The best blog posts inspire readers to engage with the content and act on it.
To blog effectively:
- Create a writing schedule and stick to it.
- Take some time to decide what you want each post to accomplish and who your audience is.
- Focus on clarity and brevity.
- Don’t be afraid to use power words. “You”, “your”, “yours” create a direct connection between you, the blogger and your readers. By using them you can encourage reader feedback.
- Create an effective title that tells readers what to expect, and place a keyword or keyword phrase as close to the start of the title as possible.
- Use your opening to provide general information and context.
- Use a structure that delivers the message in as few words as possible.
- Conclude by summarizing and inviting questions.