My wife’s blog has become an overnight success. Here’s how she did it.

Sharon started her blog around 12 weeks ago. It’s called History: The Interesting Bits. Her first post was read by over 2000 people. Thousands of people now read her work every week. Not bad, especially as it’s her first ever attempt at blogging. It’s worth mentioning that Sharon hasn’t paid for advertising, hasn’t done any kind of SEO or asked anyone [including me] to share her posts or link to them.

So, what’s the secret of her success?

Before my wife published her first post, she had already built an audience for her blog. She is the admin of a history group on Facebook. Sharon spent time connecting with like-minded people, answering their questions and sharing ideas.

By the time she published her first blog post, there was a community of people who were interested. They already knew who she was and that she’s an expert in her field.

Compare that to what most business owners do, when they start blogging.

• They write a post.
• They share their post on their main social networks.
• However, because they haven’t built a community of people around their work, very few people take notice.
• They decide to publish some more posts and hope things will improve.
• Fast forward 3 months… they still have very few readers.
• So, they try some tricks they find on blogging websites. [They don’t understand that this is the perfect way to ensure your blog remains invisible.]
• Eventually, they assume that blogging is a waste of time.

Here’s the thing: If you want to build a successful blog, you need to build a community.

You need to find a way, like Sharon did, to connect with your target audience. It takes time. It takes effort. But that’s why she already has thousands of readers. It’s why her 12 week old blog has a bigger daily readership than the massive majority of established, small business blogs. BTW: It’s the same approach I used to build Jim’s Marketing Blog, though I used Twitter rather than Facebook.

Great blog posts alone are not enough

Writing great blog posts is just part of building a successful blog. Without investing the time required to build a reader community, a blog will remain largely invisible.

Important: You build a community by connecting with people in your target group. Join in the conversations. Answer questions. Communicate. Notice something there? None of those are achievable through automation software. Broadcasting quotes and spraying links via your social networks is easy, but very ineffective when it comes to building human connections.

How long does it take to do it correctly?

Some of my clients have achieved measurable success within 3 months. Others have taken a whole year. Is it worth it? Well, over 80,000 people will get notified when I publish this post today.

What would it be worth to you and your business, if you were able to reach a growing targeted audience of thousands of potential customers every week… without paying for advertising? Think about that for a moment.

If you decide its worth the investment, find out how to do it correctly and get moving!

If you’re currently following marketing advice, yet your business isn’t achieving the results you need, this post is just for you.

The problem with general marketing advice

I’m fortunate to work every day with clients worldwide. Since starting my business in 1995, I’ve worked with clients in over 40 countries. This has given me a wonderful insight into the differences, when it comes to successfully marketing in various parts of the world.

What I have found, is that some very popular marketing publications and marketing blogs are either unaware of the differences or they choose to ignore them. Instead, they tend to offer general advice, which is provided as THE WAY to do something, when it’s often totally unsuitable for many of their readers.

One very often repeated piece of bad advice is, “the best time to publish your newsletter, blog post or social media updates”. There is no general, one-size-fits all answer to this.

Here’s the thing: Different countries have different working cultures. For example, my American clients usually start work earlier than my European clients, however, my European clients often work later. So, if your business is in Europe and you’re reading a marketing blog for American businesses 9or vice versa, any information on the best time to publish something is incorrect.

Equally, even within the same countries, different industries work different hours. For example, designers, developers and those in the hospitality industry, often work later than other industries. So, using generic advice on the “best time to publish”, even if it’s from a locally-based marketing expert, is a waste of your time and money.

There’s more

I see equally inaccurate information shared on content marketing blogs. No distinction is made between the kind of copy required to sell expensive, professional services — and the kind of copy needed to build an affiliate website or sell low priced items. A very different approach is required for each of these. As a result, I get emails from professionals with terrible blogs, newsletters and websites, who want to know why their readership isn’t growing and why they get few if any enquiries.

(Note: To find out what happened to one of my readers when she took that kind of advice, read this.)

Those examples of non-specific, general advice are sadly typical of what I see many hard-working small business owners waste time and money on. So, before you use general marketing advice, make sure it’s applicable to your business. If it isn’t, that free advice could lose you a fortune.

It’s been a great year for Jim’s Marketing Blog. It achieved it’s largest ever annual readership growth and was quoted in even more newspapers and respected websites. It also saw Search Engine Journal, rank it as their top UK marketing blog:

“There may be another blog in the UK that could top Jim Connolly’s impressive resume – but we weren’t able to find one!”

— Search Engine Journal

Now I’d like to share what I believe to be a key factor, which has given me a massive advantage over other blogs.

My secret sauce!

The single most common feedback I get about Jim’s Marketing Blog, is from readers who appreciate the brevity of my work. They value me using as few words as possible when I share ideas. It means they can read every word, rather than skim read.

However, although readers love short, information-rich posts and articles, they are very rare. I believe this has given me a huge advantage over the years.

Here are the 3 main reasons why so many blog posts are way too long.

1. Lots of bloggers write for SEO first

Google’s extremely limited algorithm isn’t smart enough to work with short blog posts. So, if you’re all about getting traffic rather than engaging readers, you need between 500 and 2000 words in your posts. This number depends on which SEO expert you listen to. It also depends on what Google is rewarding currently. A key challenge of writing for Google is that they change things all the time. What works today could hurt you tomorrow.

I’ve already written about the danger of writing primarily for search engines. I recommend you read this: Stop writing for Google. Really. Stop it!

SEO is a valuable part of building a blog or website, especially in the early days when few people are sharing your work. But get the balance right. Write for people first. Otherwise, search engine traffic will arrive on your site, find a wordy, keyword-stuffed piece of crap and leave again!

2. It takes more skill to write with brevity

It takes longer to condense an idea into fewer words. It’s a skill you need to develop. I learned it back in the mid 1980’s, studying the legendary David Ogilvy.

Ogilvy famously said: “Don’t say it in 10 words if you can say it in 5.”

In broad terms, it’s twice as easy to write a 1000 word post on a topic, as it is to write a 500 word post. When you have fewer words to work with, there’s no room for waffle. No space for fluff. This means you end up with information rich content, which is far more valuable to the reader.

It’s important to remember that your readers are busy people. They’ve never had so many things calling for their attention. They want the key information and quickly. If you can provide them with what they need, without the waffle words, they will come back for more… and more.

3. It takes courage

It takes more courage to write short articles and posts than it does to write long ones.

Why?

Because with shorter content, you can’t possibly cover every angle. You can’t make every point. You can’t answer every question that every reader may have. As a result, you leave yourself open to criticism like “what you totally failed to mention is…”.

Having written thousands of blog posts and articles, I’ve found that no matter how many words you use, some people just won’t get it. If you try and write for those people, you will end up writing child-like junk. Don’t even try! Write instead for your target readership.

I hope you found this useful. More importantly, I hope you borrow some of the ideas for your own blog or website.