Just as shouting loudly for too long will cause you to lose your voice, blogging for traffic can do the same.
Focusing on traffic (numbers) ahead of people, will influence what you say and how you say it. The challenge with that approach is that it’s hard to get your voice heard, when it’s simply part of the noise created by all the other people, saying the same things.
Yes, if your business model is based on how many page impressions you can create, it may be a useful strategy. This is not the case for 99.9% of people though. Our success is linked to the relationships we build with the PEOPLE behind those traffic numbers. This means allowing your readers to connect with you.
The numbers
If I were to write posts here just for “the numbers,” this blog would cover far fewer subjects and read very similar to every other traffic focused, marketing blog. I would be trying to tie in my blog posts to recent news events. I would also jump on every new social media bandwagon and blog about it. I would regularly have to use infographics. I would bore the shit out of you, talking about the latest crazes on Twitter.
That approach may attract traffic to this site, however, those people would leave just as fast as they arrived. Why? Because there are thousands of sites already writing those posts. I would lose my voice in all that noise.
Amplifying your voice
What gives you your voice, is your ability to share what you think.
- Your thoughts
- Your words
- Your opinions
- Your insights
The irony here, is that it is the people with the least generic approach to blogging, who often have the largest and most engaged readerships. These are the blogs we share and link to the most often, because they have something interesting to say. Those links (sometimes called inlinks or back links), are the single biggest factor in the volume of traffic a site gets from search engines.
By blogging about our area of expertise or professional interest, using out own voice, we are far more likely to motivate people to want to share what we have to say and link to it too. This is a very liberating message, for those who connect with what it means!
If you want to build a great community of readers and prospective clients, have something worth saying and say it well. Say it in your own voice and give yourself permission to be human. That’s what makes you unique.
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Photo: walknboston
Jim,
Relationships have definitely been the key for me. And they come from creating content that is unique coupled with the creation of an environment that supports two-way conversations (for me).
So, really love reading this today – as it fits, very well, where I’m at. (and is a good reminder, always, on how to continue as I move forward)
Glad you found it useful, Lance.
Hi Jim, not sure if you’ll remember me but I spoke to you on the phone a few weeks back?
It’s very true what you say in this article. I’ve only recently picked up on this myself and it’s great to read a post reinforcing what I’d thought.
I have a few posts on my blog with general tips but am planning to change my approach and tackle more interesting and unusual copywriting topics such as the one below.
Cheers
Jamie
So true Jim. When I joined Twitter and didn’t really get it, someone told me to think about the person typing and focus on that person. The people who appreciate our thoughts and words are the best part of doing business on the internet. These are people that we actually consider to be our friends not just business connections.
Behind each avatar is a person.
In my experience, the people who gain the most are those who look for the opportunity to share and connect – Not spam and collect.
Thanks for stopping by the blog, Claudia!
People, personalities and relationships are what make the social web great to be part of.
Just being yourself is the key to building a substantive presence that can impact your personal and professional aspirations.
A great Monday morning read Jim
Glad you found it useful, Mark.
Jim – Thanks for you insight. I think that sometimes we get caught up in trying to figure out what “metrics” to follow and forget to say what’s on our mind.
I really understand the shouting till you loose your voice illustration.
Thanks – Dave
Hi Dave. You’re right about the almost hypnotic allure of analytics / metrics.
I once listened to a guy explain that he judged the success of his blog by the number of times readers emailed him, to thank him for the direct impact his words had on their business. That’s a pretty good metric. Pursuing it, will often lead onto another useful measuring point: The number of clients you attract directly and indirectly from your site. That’s pretty much how I measure things right now.
Hi Jim
That post made me smile a lot!
There are so many posts that strategise the art of blogging – telling you to make list posts, “how to” posts, write short paragraphs and so on, inf fact I think there are as many posts telling you how to post, as there are posts with actual content themselves.
I agree with you that making your personal voice heard will result in a far better quality of readership and ultimately a far greater conversion rate.
Hi Tom
It reminds me of the story of how the only people who got rich during the gold rush, were the people selling the shovels!
Yes, it makes perfect sense to make your content as readable as possible, by breaking it up and using bullets etc. It’s what you decide to SAY that matters.
As a reader, I want to know what you think, what your take is, what you want to write about. Share that with me and I can decide if you are a good match for me and what I’m looking for.
Thanks for the feedback sir.
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