Incognito Press

truth. knowledge. freedom. passion. courage. Promoting free-thinking, activism & rogue writing.

Posts Tagged ‘blog’

The Secret of Compounding Blog Posts

Posted by E on September 9, 2015

inkwell feathers

Everyone who’s ever had a blog knows that you’ll get your winning entries – the pieces that bring you loads of traffic – and your destined-to-gather-dust duds. And the frustrating thing is, at first it all seems like a crapshoot where you can’t tell which post will take off from the starting gates and which will linger unread, despite all the effort and research you put into it.

Sometimes it’s sheer luck. At least it seems like that on the surface. But if you scrutinize the patterns of your own writing, certain facts are bound to emerge. It might take quite a bit of time, but eventually you can come to predict which articles are destined to be “winners” – the pieces that bring you a constant stream of traffic, and lead people toward your other writing.

However, until this month I didn’t have a word for this. Not until I stumbled upon an excellent HubSpot research report titled Compounding Blog Posts – What They Are and Why They Matter.

compounding and decaying So what are compounding posts? Why is it crucial that you understand how they function?

A compounding post is one that grows in traffic over time, surpasssing its initial, just-published traffic. “Compounding posts may not necessarily be blockbusters when they’re first published, but their structure and substance are so relevant that they continue to deliver value and grow traffic organically — no additional marketing needed.”

The opposite of a compounding post is a decaying post. A decaying post declines in traffic over time.

The report revealed an important statistic about compounding vs. decaying posts. According to HubSpot’s research, 38% of total blog traffic is generated by compounding posts. However, compounding posts only make up 10% of all posts.

compounding posts

This seems very frustrating – out of the approximately 200 posts I’ve published in the last few years, only about 20 will be compounding. That’s a lot of time spent planning and writing pieces that will probably not go anywhere or generate much of a return. So what can you do about that?

I think the goal of most individuals and businesses is to write posts that perform. But along with trying to learn how to write compounding posts right out of the gate, I think it also boils down to what you are trying to accomplish.

In classic marketing, there are two basic schools of thought when it comes to branding – you can brand yourself, or you can brand a business (with its own particular subject matter).

who-are-youI don’t beat around the bush about being partial to the former. With me as the brand, it gives me the freedom to write eclectic pieces about anything that I feel passionate about. One day it might be an intimate, journaling piece that chronicles a particular situation I feel strongly about; the next day I might use my psychology degree to put together a profile of Psychopathy, or perhaps offer my experiences as an expat living and teaching abroad.

For huge corporations, a business brand is crucial. I read an article recently which stated that when considering toilet paper, the vast majority of buyers are not interested in the company’s CEO. But for smaller businesses, the owner’s personal brand is absolutely critical.

If I chose to brand only one angle – say, a consultancy business as an editor – then all my posts would be very narrow in scope. Obviously I would write about editing, publishing and the art of writing as a whole. But I know myself – after say, 50 posts or maybe a year of plugging at the same subject, I’d get pretty bored.

Maybe if I wrote to a niche audience I might acquire a large following faster (though there are no guarantees) and of course there is the possibility of selling the business down the road – after you’ve accumulated enough of a following. But the internet is chock-full of niche writers, so if you choose a topic that has been flogged to death (say, social media marketing or indie publishing), you’d better have something truly original or it will be very difficult to monetize it. Not impossible – because nothing’s really impossible – but very, very difficult to resell.

So don’t choose your branding strategy based on some vague notion of future riches – choose what fits YOU and your personality the best.

After reading the HubSpot editorial, I decided to decipher what sets my top articles apart from everything else I’ve written on this blog. I decided to compile all the pieces that received the highest-amount of traffic and try to break down the components that contributed to their success. Once I started to understand what they had in common, I created this list:

Variety IS the Spice of Life

Don’t just clone your pieces. I can tell you that my top-performing articles are all divergent in their topic – one thing they all have in common is my unique perception. Don’t be afraid to roam free, rather than be corralled into a singular perspective. You are a well-rounded human being with (I would assume) more than one interest and one viewpoint – use your blog as a vehicle to explore the things that make your heart beat faster: books, music, politics, shoes, cooking – whatever makes you, well, you.

Emotional Authenticity – Be Genuine

Something that all my top pieces have in common is that most of them are written from the heart. They’re full of emotion: some were written when I was feeling heartbroken or frustrated at those who took advantage of me as a teenager (my blogs about the CBC, CSIS and the Heritage Front). Others capture a particular life experience that resonates with others (such as the story of my conversion to Judaism, or my memories of growing up in a communist dictatorship).

long word counts

 Length is an issue also – these are also pieces that are particularly in-depth and on average have a higher word count than my shorter entries.

Of course I have other, equally emotion-driven pieces that are seldom read. But just like a writer who publishes and fails and tries again, I cannot guess beforehand what will be a hit. The important thing is to plug away at the craft – it might take one book to break out, it might take ten until you hit the bestseller lists. What’s crucial is to keep going, and to be authentic at all times.

In this age of superficiality, there is an underlying aspect to the human condition: the drive for meaning. For emotional truth. Don’t try to write something compelling – FEEL IT. Feel the power of the words as they flow from your heart out through your fingers.

Knowledge – write about what you really know about

The other factor all my top-viewed posts have in common is knowledge and expertise. I wrote about subjects that I knew intimately. When you try to bluff being an expert and write pieces that are not rich in content, people tend to notice. Think of how many blog posts you’ve skimmed over, nodding to yourself, Yup, I already know all this. You don’t have to be a subject matter expert to realize that valuable, smartly-written content is still hard to come by.

Take a Broad, Sweeping Approach

Broad topics that appeal to a large audience perform better over time than those with a narrower focus. Become a guerilla marketer for your own blog. Turn things inside out. See things from fresh perspectives. If 90% of what you write is serious, try adding some light-hearted, fun material. The reverse is true – if all you focus on are subjects involving fashion styles or cooking, consider a deeper, emotional piece about what a particular recipe means to you – does it make you connect with a grandmother who passed on, or a part of your heritage?

Be Unique

What draws you to one writer over another? I’m willing to bet that uniqueness is a factor. Superficial, short pieces might be fun reads and easy time-wasters, but they are also forgettable. They’re the fast-food of the masses – you read them, enjoy them, and two hours later you’re already hungry for something new.

Write about the things nobody else is talking about. Don’t just regurgitate the fluff everybody’s blogging about, or keep things lite and trite – there are thousands of very successful blogs that already do that. Fashion blogs, mommy blogs, even political pundits – it’s all been done. So just write what makes you content or fulfilled.

Be Passionate

Write the kind of material that will be savoured, bookmarked and reread. Look through your own bookmarks and see what you tend to revisit – and then find something that you are really, truly passionate about. Be fearless!

As you can see, these factors are applicable not just to creating a popular blog or website, but also can be translated to your approach to writing in general. Whether you’re working on a short, 600-word editorial or a full-length novel, the same rules apply.

Be Yourself.

Quill and Ink feather-pen-and-ink-on-old-paper

In case you’re curious, here are my top articles (in no particular order). Over time, they have generated thousands of hits to my blog and website.

White Lies: A Pack of Lies, or How the CBC Ripped Off My Story – in 1998 the Canadian Broadcasting Corporation (CBC) made a movie that exploited and capitalized on my life experiences as a teenager. Problem is, they didn’t bother to tell me about it.

Journey to Judaism: The Day I Became a Jew – the most personal, spiritual journey I’ve made in my life. Genetic memory, discovery that my anti-Semitic father was a Jew who had hidden his roots, and uncovering my painful legacy lead my decision to embrace my heritage and convert to Judaism

An Open Letter to Canadian Media – in light of Bill C-51, I consider this article to be among the most important pieces I’ve ever written. This piece led to several alternative and mainstream media interviews, as well as speaking engagements.

Race Traitor MEDIA LIBRARY – a comprehensive but not complete media library to detail the situations described in my memoir Race Traitor

The Dubious Adventures of Grant Bristow, or How CSIS Taught Me Everything I Know About Phone Hacking The truth about what really happened in the 1990s and CSIS’ role in creating a white supremacist pseudo-terrorist organization in Toronto. This article depicts what agent provocateur Grant Bristow did to stir up criminal activity, and what I did as a teenager to shut them down.

Memories of my Communist Childhood – Growing Up Under the Red Banner is one of my most emotional pieces. It has been quoted in various online journals and is about growing up as a pioneer in the Romanian communist utopia of Nicolae Ceausescu, during the Golden Epoch of our Fatherland.

Doing a Midnight Run without Getting Caught – the title says it all. A practical how-to guide on escaping from Korea while bound to an E2 work visa.

The Brutal Truth about Being a Writer – the most important ingredient you’ll need to make it as a writer, and it ISN’T talent

Psycopath vs Sociopath Psychological profile traits to help you discern if anyone you know could be categorized as such – there is much confusion on what is the difference between a psychopath and a sociopath. This article is going to clear it up.

The Artist’s Basic Guide to Establishing a Social Media Presence – Part 1: Build your Brand If you’ve ever wondered where to start to build a platform as an artist, read this first.

The freedom to dream, the courage to belong  If you’ve ever had a dream worth fighting for and you searched within yourself for the courage and resilience to move forward, you’ll want to read this.

Why I Defaulted on my Student Loans – and why, if you’re suffering financial hardship, you should too

If you enjoyed the read, please consider dropping a dollar in my Patreon donation jar 🙂

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The Importance of Blogging – 10 Top Reasons

Posted by E on September 1, 2015

Girl on tablet with social media icon chalkboard

Every day, about 175,000 blogs are created. There is a blog born every half-second. So why should YOU start one, you might ask? The real question you should ask yourself is, why haven’t you started one yet? There might be millions of blogs out there, but they are not all created equal. In the blogosphere, Longevity, Frequency and Quality are king.

shakespeare blogSome are simply online journals that capture an individual’s daily routines. Some are heavy-duty corporate articles that attract thousands of readers, or motivational pieces that are retweeted and reblogged hundreds of times. Each blog is different and some serve multiple purposes. But it shouldn’t come as a surprise that, based on how search engines rank their pages, a blog that updates more frequently will rise up in the search results and achieve greater exposure than a static site.

FIVE BUSINESS REASONS WHY YOU SHOULD BLOG:

Of course static websites like a .com have not outrun their purpose – but the most successful sites will have incorporated blogging as part of their brand-building strategy. You can also buy a .com domain and point it to a blog, which is what I’ve done in several cases where I didn’t want to pay for hosting a static website. Nowadays you can integrate a classic website with a blog architecture, as is the case of WordPress.org – where you can own your domain but still use the powerful blogging tools that WordPress offers.

people in the information space

  1. The cardinal rules of blogging are 1) Post frequently, and 2) don’t post articles that are too long. I’m guilty of violating the second rule rather frequently since many of my pieces run well in excess of 1000 to 2000 words. I believe in creating comprehensive and well-researched articles and often there is much more to be said about a subject than can be encapsulated in 500 words. But whenever I can, I make sure to break up the large chunk of text with appropriate images or fun facts, so it gets easier on the eyes.

Here are some reasons you need to incorporate blogging into your business:

1. Drive Traffic to your Website via built-in Links

This one is pretty self-explanatory. Each article posted on your personal or company blog has the power to drive traffic to your domain and sell your brand and/or products, along with potentially cross-networking with other powerful sites. The more interesting the material you post, the more likelihood there is for catching people’s attention and gathering awareness for your main product site.

blogging importance2. Increase your SEO (Search Engine Optimization)

Eighty percent of people who search for information online never get past the first page of results. It is therefore crucial that your business and brand identity appears in the top ten search results. Blogging frequently attracts higher traffic to your site and will result in your website being indexed higher in Google and other internet browsers, which in turn will lead to further expansion of your name and brand.

Companies that blog have 434% more indexed pages. And 9.81% of businesses consider their blogs to be an important asset to their businesses. Blogging is a sure-fire way to increase your SEO and do it fast. According to Social Media B2B, companies that blog generate 67% more leads per month than those that don’t.

Fresh content is key to beating out your competitors in search engine results and boosting your offline business. According to a 2010 study by the Kelsey Group, 97% of all consumers use online media to shop locally. Another study conducted by Intelius shows that 78% of consumers consider it important to look up information about businesses online before deciding to interact with them.

3. Establish your Brand as an Expert in your Particular Field

For years now I’ve written blogs for several corporations and non-profit organizations, mostly as a ghostwriter – meaning I was hired to write articles for the particular company to publish at their own discretion. I’ve also built several websites for clients and created their web content. I cannot stress how invaluable it is to keep constant, new information coming. Writing one entry every couple months or so will never build enough interest to bring people back to your site. And it’s not just a matter of creating content, but actually making it interesting and relevant for your audience.

4. Develop New and Improved Relationships with Clients, Fans and Customers

A key to being an effective blogger is the opportunity to engage with new people who search for keywords and stumble onto your blog. After several years, I have close to six thousand regular subscribers to my Incognito Press blog. I probably could have built more connections if I had been more persistent in updating my content. There were months when I was working on other projects and neglected my own website. However, despite the occasional breaks over the years, I’m at the point where my blog averages approx. a hundred new hits a day – and on days when I publish a new piece, my traffic spikes to several hundred.

why blog blogging 5. Increase Sales of your Product or Services, which will Monetize your Brand

Many of the people who purchase my books discovered me and my story through the articles I posted on my blog. Aside from being able to sell books through a blogging platform, you can also be paid to write articles on various products. Leading bloggers in their field are often given free products and/or monetary compensation for reviewing anything from fashion products to consumer goods. The more traffic you generate to your site, the more your brand value increases and you become a commodity. Eventually you have the option of selling your blog and associated domain at a premium, or publishing its contents as a book – the sky’s the limit!

FIVE PERSONAL REASONS WHY YOU SHOULD BLOG:

Should you blog, even if you have nothing to sell? Of course you should, and here are some reasons why:

how_to_blog1. Blogging Improves your Writing

I started blogging sometime in 2007, I think. Over the years I’ve noticed that, just like in journalism, blogging has helped me immensely in writing clearer and faster. Why is it like journalism? In a press office, journalists are expected to produce certain word counts on a deadline – after a while, the thought of writing 1000 words per day becomes routine. Practice makes perfect!

No more Writer’s Block

If you blog for as long as I have, you begin to realize that there’s really no such thing as writer’s block. Just like going for a walk, writing involves the process of putting one step in front of another until you get to the end of your goal – word after word after word, and then it’s done. It’s giving up the excuse of lack of concentration, and realizing that – just like in working out – blogging daily or weekly develops your writing muscle.

2. Blogging gives you a Voice

blogging voiceFew things are better than getting something off your chest. Art – writing, painting, dancing – are incredibly powerful and therapeutic methods to make yourself be heard in a world where it’s so easy for people to fall through the cracks. It’s a means to record your experiences through your own unique filter. It will capture a lasting chronicle of your days, months and years, as well as leave something behind for your loved ones when you are gone. Just like anything you create, it’s a legacy of your essence in this world and an important part of our collective history.

blogging-community3. A Supportive Community

Blogging can get you to come out of your shell. You can network with new people and be introduced to an audience and community of supporters who understand you and encourage your dreams. I’ve met some really amazing people through my blog or by reading their blogs, and I’ve been enriched by their presence in my life.

4. You are a Journalist

sky horizonHow many times have you watched your local television news and saw them quoting Twitter users or YouTube posters? In the age of social media, online news providers – yes, this means your blog also! – are at the forefront of NEW MEDIA. In fact, they are replacing traditional media at an astounding rate. Independent news networks and blogger sites are the main reason newspapers are shutting down all over the country and paid jobs in journalism are increasingly scarce. This isn’t a bad thing, people – the increased diversity of voices brings fresh and original perspectives to the human experience. It opens the door to niches and new ideas. It sparks a new hunger that ignites the imagination and originality.

bloggervsjournalistAs a blogger who often writes commentaries on politics and the arts, I can tell you that my blogs have attracted the attention of mainstream press and have reached many thousands of individuals. I’ve come to the conclusion that bloggers (especially those who cover hard-hitting issues) aren’t just doing a hobby but an actual job. Their pieces can be sold to newspapers and magazines and, in fact, they can be considered freelance journalists.

5. It can Lead to Speaking Engagements, Publishing Deals & Jobs

In the publishing world, there’s almost nothing better than having a platform of thousands of readers. There are authors who were rejected hundreds of times and subsequently developed such a strong following that agents and publishers came crawling after them. Many of them don’t even want a traditional deal anymore. Based on the contents of my blog, I’ve been asked to be a speaker at various conferences and have hand-sold more books than the average first print-run Canadian author typically gets.

Your new resume and calling card

Most companies’ HR departments are now regularly googling prospective new employers. People want to know you and what you’re all about, and this is your chance to establish yourself as someone who knows your field well.

Finally, the more you write and the more attention you get from your pieces, the more likelihood that you might be offered a freelance or ghostwriting gig. And there’s no better feeling than getting paid for what you were already doing for free.

On that note – if anyone reading this wants to hire me to write your blogs for you or your company, drop me a line! 😉

Blogging Brand Voice1

If you enjoyed the read or found it useful, please consider dropping a dollar in my Patreon donation jar 🙂

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the start of nanowrimo marathon month

Posted by E on November 6, 2008

bohemiannano2nano08typequote1

With the official start of Nano month, I have struggled to balance word counts, the emotional intensity of writing a story as complex as the one I am tackling, and falling behind on answering emails, etc. Yes, my engines are revved up, but the gasoline is burning fast.

It’s a difficult time. Attempting to write a blog every week isn’t helping matters; I have to keep a realistic objective of how much I can take on my plate. And so I am taking this time to openly apologize to any blog readers and commentators whom I have neglected to write for, and answer back (you know who you are). I have to put my blog on hiatus – no worries, just for the month. Perhaps a bit longer. But I’ll be back (yeah, famous last words, huh?)

These days I’m feeling depleted on every level, and it takes all my energy to focus on this book – it has the most potential, it has generated the most interest. I got the scholarship to Humber from the excerpt, then the Toronto Arts Council grant. Next I’m applying for Provincial grants and the manuscript has to be finely-tuned and polished for the grant amount I am seeking.

This is the unpleasant part of the path of being a writer: there are times when you recreate emotional trauma on paper, that it seems to come alive again, to be reflected from all angles everywhere you turn. This is the part when you lock yourself into a room with all your demons, and write, and cry, and write. It is the only way.

There are plenty of great entries on this site: I have categorized the best of the bunch in the tabs at the top of this page. Feel free to peruse and read as much as you wish. And please remember that any donation you make to me via the Paypal button on the top right, however small, would be immensely appreciated. If you were entertained at all by my writing, today or over the last year and a half, please show your support with a donation.

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