There are many schools of thought when it comes to determining what truly makes a blog post successful. And, if I’m honest, I probably don’t have the answer you want.

However, as controversial as my opinion might be, despite all the research I’ve done I can’t come up with a more plausible answer to the question “what is a successful blog post?”

As far as I’m concerned – a successful blog post is one that’s published. At the end of the day, when so much work has gone into thinking, researching, developing, writing and publishing a blog it would be insane not to acknowledge that as an achievement.

Not all about the stats

In my experience, it’s not the volume of people that read a blog that’s important, it’s the quality, influence and position of purchasing power of the reader that’s important.

If, for example, you’re writing a blog about your own personal development it only takes one person to be positively impacted by that blog for you to have made a difference.

The “social media gurus” and modern wave of “digital marketing experts” might dazzle us with reach, views, and even linger time metrics but we have to be careful not to be sucked into the black hole of vanity metrics.

Whilst there’s a place for them in any communications, publicity, PR and marketing strategy they certainly should be hailed as the champion if KPI’s (Key Performance Indicators).

What do you want?

One of the easiest ways to determine the “success” of a blog post is knowing what you wanted it to do in the first place. Having a clear purpose and goal and concise call to action meant it will be much easier to consider the “success” because you’ve set out the expectations in the first place.

Of course, knowing what you want from a blog post can, at times, be the most difficult part of the process, especially if it’s for business purposes.

Time and resources

Another consideration is the time and resources writing a blog post is taking. If you find you’re spending hours on something that isn’t converting in the manner you want it to, it might be time to re-think your strategy.

Although blogging is an incredibly powerful content marketing tool for businesses and influencers it’s vital that this single marketing activity doesn’t take your focus away from other key elements of your strategy and plan.

To be clear, I’m a massive fan of blogging as a very powerful content marketing and SEO (Search Engine Optimisation) tool. But, it is worth asking yourself whether you actually need to be the person writing them.

For more top tips, tricks and techniques of how you can successfully use blogging to promote your business check out the FREE webinar Blogging For Business with Tina Calder from Excalibur Press & The Content Club this Thursday April 30th, 2020 at 3pm >> https://bit.ly/3cV9aYB  

By Tina Calder, Excalibur Press & The Content Club

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