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Businesses today are cranking out content at epic speeds. The reason for this is not only the digital world’s highly competitive nature, but various studies suggesting that brands which produce more content get more traffic.
HubSpot has noted that companies that blog at least 16 times each month see 3.5X more traffic than those that blog four or fewer times each month.
While HubSpot is a reputable resource, these types of statistics have essentially created a content race to see which blogs can publish the most within a given period.
The landscape this has created is what Mark Schaefer calls “content shock,” which is what occurs when the production of content far outpaces the demand.
One of the most common side effects of this level of content production is poorly-written, subpar blog posts that are churned out for the sake of creating content, not disseminating actual value.
This is a tragic mistake for any business. Bloggers and organizations should deeply care about the topics they cover and the materials they produce; these two ideals are deeply entwined. When a brand cares about the topics they cover, the pieces produced are more likely to generate the kinds of results that are sought after.
That’s why today’s bloggers are finally coming around to the idea that quality trumps quantity. And to create content that truly resonates with an audience, you need to put your heart into it.
Get People to Pay Attention
Sure, you can write about topics that mean nothing to you, but you’re going to have a hard time turning that into a genuinely compelling article. You’re far better off blogging on topics you care about.
Businesses that invest in churning out a high volume of blog posts generally do so as a means to acquiring traffic. This is, despite appearances, counterproductive; particularly under Google’s newer algorithm implementations that focus on quality and whether or not each piece of content can resolve the motivations behind a user’s search.
When articles are produced ad nauseam, they tend to only skim the surface of the given subject. While bots will come to your site more often to index the new material, these posts likely produce a high bounce rate; this is ultimately a negative for your business’s efforts.
If you don’t put much care and consideration into your blog topics, you won’t be able to provide much value to your audience. If you aren’t providing valuable information to your audience, your work has been for naught.
When we flip the script, however, and look at people producing materials that they truly care about, the results speak for themselves.
Take, for example, Jonathan Milligan, the founder of Blogging Your Passion, who vehemently believes that it’s his palatable emotional investment in the content he publishes that drives his success.
“I think more than anything, we all have a gift that’s needed in the world. So many people feel like they don’t have an outlet for that or they have something they want to share but don’t know how to do it,” Milligan recently said in an interview with Kajabi, the platform he uses to host his membership site.
“If they just get out there and start blogging their passion and utilizing the opportunities available to them, then they come to life. We come to life when we feel like we’re serving an audience in some way.”
This is the key to producing blogs that produce results. Readers can tell the difference. Passion and care for your topic is what will help deliver the business outcome that you and your clients are after.
Get the Words Out Because You Have To
What’s more, when you are interested in learning more about a given topic, that enthusiasm bleeds onto the pages and provides a more informative article.
“Write for yourself first and foremost. Ignore the fact that anyone else will read what you write; just focus on your thoughts, ideas, opinions and figure out how to put those into words,” is how WooThemes Co-Founder Adii Pienaar puts it.
“Since I’ve been writing for myself, I’ve found that I write more, and I publish more often. I think though that the main reason for that is that I don’t decide whether to publishing something based on the traction / reception that the post will receive within my audience; instead if I want to publish something, I do so. For myself.”
The reason Pienaar’s writing multiplied (and likely traffic, too, as a result) is because when he is writing for himself, it’s on something that interests him or inspires him. These are the types of pieces that go on to resonate with audience members and drive greater amounts of traffic that seek genuine information which dives deep into its subject matter.
Not unlike “dance like no one’s watching,” this is great advice. Ignore the algorithms and the principles of persuasion. Just get those ideas that you care about on to the page.
This is what will not only help generate traffic, but traffic that stays to read the full article, and then a few more, lessening your site’s bounce rates.
Life Is Too Short to Not Care
Outside of the more practical, business-focused reasons for selecting topics that matter to you, on a more personal level, life is too short to be doing anything that you don’t really care about. Plus, as everyone who has worked a job that didn’t align with their desires knows, your creativity and personality become stifled when pumping out work that you couldn’t care less about.
The bottom line is, when you aren’t writing on topics you care about, it doesn’t serve your company and it doesn’t feed your soul.
Selecting and writing on topics you care about is vital to their success. Nobody wants to read a piece that was begrudgingly produced. Pieces like that have no life, value, or purpose.
Choose your article’s subject matter carefully and thoughtfully. It will produce far better results for your business and for your psyche.