How and Why You Should Now Write Compound Blog Posts

Compound Blog PostsGloom, despair and agony (a nod to a classic Hee Haw skit) is often the reaction when I ask our clients—primarily our ERP and CRM resellers, ISVs and accounting professionals—about their blogging strategy. Most struggle with producing enough content to meet the schedule on the editorial calendar (if they even have one), much less think about writing compound blog posts as opposed to decaying blog posts.

Hubspot has published an excellent article on the topic, Compounding Blog Posts: What They Are and Why They Matter. In essence, the point is to consciously create blog posts that will grow in visits over time vs. posts that decay in visits, sometimes within hours of publishing.

You might be asking a few questions such as…

  • Does it matter if my blog posts compound? Yes. One compound post can produce as many visits as six decaying posts.
  • How can I ensure my post will compound? You can’t, just as you can’t always predict which videos will go viral, but you can follow Hubspot’s tips.
  • Should I include images or videos in a compound blog? Absolutely.
  • How do I write a compound blog post? Read on!

Elements of a Compound Blog Post

  1. Give tactical advice for a broad topic. Do keyword research on a broad slice of your target market and develop a few topics pertinent to them. For example, that broad slice might be SMBs who have outgrown their accounting software.
  2. Answer common questions. Titles that contain information on how or why to do something can increase your chances of compounding. For example, you could compare the pros and cons of various ERP software packages for non-profits and give advice on how to make a selection.
  3. Spend time thinking about your blog title. Hubspot found that the top two words in compounding blog titles were “How” and “Your” followed by “What”, “Best”, “Why”, and “Tip.” They also found that posts with 11-13 words in the title generated the most traffic. (You’ll notice I used both “How” and “Why” in my title.)
  4. Make sure you cover the basics. Your post should include images, bold headlines, bulleted text, links to other info, and answer the most pressing questions your readers have.
  5. Use long tail keywords in your post. According to Hubspot, long tail keywords comprise 70% of search traffic and we all know those terms can be less competitive. For example, instead of using “ERP software” as your keyword (we all know how difficult it is to rank ahead of the publishers for that term), use long tail keywords such as “ERP software for electrical distributors Miami” or “ERP solutions for oilfield services Oklahoma City” which would be more targeted and less competitive.

Hubspot has a number of additional tips so I encourage you to read the entire article if you’re serious (and you should be) about realigning your blogging strategy toward generating compound posts. If blogging instills gloom, despair and agony in your organization, we can help. We ghostwrite blog posts for software and technology publishers, resellers, ISVs, accounting professionals and others engaged in the ERP and CRM industry. Send us a message or call 734-425-7414 for information about our blog packages.

Written by: Cheryl Strege, The Partner Marketing Group

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Posts
15 Aug 2017

Demystifying Social Selling: What it is and how to get started

I’ve been reading about social selling for a couple of years now and see many of my technology clients struggle to implement a successful social selling strategy. When we talk about it, there seems to be a lot of confusion behind what it is, how to do it and what it takes to be successful.

Latest Posts
20 Jul 2017

A Step-by-Step Guide to Customer Journey Mapping

It may sound daunting to pull together, but a customer journey map comes with a powerful impact on your business. The idea is centered on optimizing every touch point a client or prospect has with your company. I recently had the good fortune to participate in a mystery shopping experience where I could examine the

Latest Posts
13 Jul 2017

Survey Reveals What Tech Marketers Want from Employers

Spiceworks recently posted the 2017 Career Outlook for Tech Marketers with findings from their survey of 350+ marketers in the technology industry. Of course I was interested since 1) I am a tech marketer myself and 2) all of our clients are tasked with hiring technology marketers. So, what did the survey reveal tech marketers want

Latest Posts
06 Jul 2017

What’s Fueling Lead Generation Right Now?

“If lead generation is the engine that drives your business, then content marketing is the premium grade gasoline you use to fill that engine.” Credit to Sam Oh for that awesome quote in his article on Entrepreneur.com, 6 Super Simple Content Marketing Hacks to Double Your Lead Generation.
It’s no secret that, in the world

Latest Posts
23 Jun 2017

How to Use a ‘Pain Chain’ to Add Customer Value

A ‘Pain Chain’ is a powerful visual map first introduced by Keith M. Eades in his book, The New Solution Selling: The Revolutionary Process That is Changing the Way People Sell. Software and technology providers can use the Pain Chain to help determine the source of pain for customers and discuss, with the right people,