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As Your Content Expands, Things Get Easier
image credit: josephina
I encourage clients, associates and even friends to create content-rich sites for whatever they specialize in with the purpose of building an audience and forging relationships.
The type of content aside, the way to create a popular web property is to slowly grow larger over time in an organized, attractive layout with uniquely useful material focused on your niche.
Everyone is aware of the benefits of building your brand by using exceptional content to market yourself. What is not spoken about often is how difficult this is in the beginning. Writing when you have no audience is not a task most relish, and takes strong passion, dedication and inner strength. Sustained traffic comes only after relentless work.
But of course, everyone started where those who are new are starting, and it’s perfectly natural to get frustrated in the beginning. You have to work through it though. The truth is, most people give up far too soon without giving it a proper effort. The silver lining is it does get easier over time if you stick with it.
Simply put, the more linkable, useful and compelling content you have at your site, the easier things will get as time moves forward. There are several reasons for this, and while they may be obvious to those who already have a popular site – it is worth repeating to give motivation to those who are new to publishing on the web.
Subscriber base grows slowly as you add content
Even if you create material that get lots of views, converting subscribers takes time. Patience is key here – consider that only 11% of web users actually use RSS. That means that only around 1 out of 10 visitors to your site even knows they can subscribe by RSS. For everyone else, you’ll have to hope they value enough to opt into the email subscription options, but even then – converting subscribers is a slow process. This isn’t just for you, it’s true for everyone. Here are a few ideas for how to gain RSS subscribers, but do consider that even with tips and tricks, it is a process.
More feed subscribers = greater chances for your content to be shared
Subscribers and heavy users are your vital visitors. Those savvy enough to subscribe to your RSS feed are also going to be the same users who tweet, stumble and digg your posts and act as influencers to get your content out to the rest of the world. Eventually your subscribers sharing of content should lead to additional subscribers who also share content and create a virtuous cycle.
More content = more potential keywords/phrases for Google to discover
Simply put, but the more unique content on your web property the more you will tap into the long tail of search. If you’re pouring out lots of unique and compelling content and not building search traffic like you think you should, consider developing an SEO strategy.
You will be seen as a referential source on a subject
As more content is added to your site, you will naturally appear as a greater resource for both visitors and search engines. They will see a library of content already created that you have carefully built over time. You’ll naturally appear more of an authority on a subject simply by having more material on your site. If you’re doing things right you’ll concurrently be acquiring links and attention as you go. Just realize that while a wealth of content is good, quality is even more important than quantity.
Creative uses, remixes and mash-ups of past content
Once you have a good amount of material, you can start to get creative with re-purposing it/highlighting it for new users and get fresh exposure for content. You can do things like:
- Make lists of your favorite/most popular posts
- Create a popular posts section – a great way to show new site visitors you’re worth subscribing to by putting some of your flagship content on display right up front where new visitors can’t miss it
- Create a “related posts” section in every post, which provides easy entry points encouraging visitors explore your site further
- Make a Squidoo page of your best content (see this one Seth Godin made, neat idea)
- Contextual linking of older posts within new posts
The more you can highlight older but relevant content when creating new content, the better.
Conclusion
Your web property most likely isn’t going to reach one large, obvious tipping point. Rather, growth occurs in a linear fashion over time, and the true element for sustained growth is a consistent addition of content that is genuinely interesting to the world. Interesting could mean anything from relevant, useful or even entertaining.
The web rewards patience and consistency. Most people quit too soon because they see the internet as an avenue of instant returns – but nothing could be further from the truth for developing a popular web property. The reality is the people behind the top sites are dedicated and passionate enough to push through and reach the point they are at now. You have the same opportunity.
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Craig replied | Feb 5, 2009 (18 comments)
As someone who just started his first blog, this is something to really help my mentality. I go to A-list blogs like yours and see the amount of subscribers, traffic, comments and would one day like my blog to be the same way. I understand it’s a tough road ahead, even tougher if looking to monetize at some point down the road. On my blog, I am having a mix between written content and video, trying to mix things up, hopefully will help personalize it. Do you recommend this type of strategy or could that hurt in some ways?
Adam Singer replied | Feb 5, 2009 (633 comments)
@Craig – I would hardly call myself an A-list blogger, but thanks! I think mixing up content formats is fine, as long as all the content supports the niche you are writing for.
y* replied | Feb 5, 2009 (6 comments)
Thank you for your encouragement. I am also in the transition mode from being a web spectator to a publisher. Writing content takes time, contributing quality content on a regular basis when there is no audience takes even more time and a ton of self-motivation.
Considering the average blog only lasts about 13 months, I completely agree with you that way too many people quit way too soon. However, the noise volume is not declining in any shape or form, there are numerous new blogs emerging everyday to compete for the same attention as our attention span getting shorter and shorter.
I’m afraid blogosphere or new media all together is heading towards where the traditional media lost us – clutter, way too much clutter…
Adam, you are right. Despite the pessimism, I believe persistence will eventually pay off. Thanks for sharing your thoughts and tips. As always, sharing is caring!
Cheers, y*
Anton replied | Feb 6, 2009 (5 comments)
Inspirational post Adam! It’s extremely useful for begginers like myself to get these “nuggets” from people who make social networking work.Thanks,
Anton
Jakatak replied | Feb 6, 2009 (9 comments)
You are so right when you say, “Writing when you have no audience is not a task most relish…”
When I used to DJ nightclubs, I worked in a club that had no customers. Literally, I was spinning records for the bartenders. But that didn’t matter. I played like the house was packed. I never gave up. Over time, it built up, because I always brought my “A” game.
Today, I act like millions are reading my blog or going to my company’s website. You have to be that way. You never know who will stop by and what they might be able to do for you.
The same goes with anything you do in life. Always give your best and people will find you.