the 1 reason why most blogs fail 13 with timestamps YoutubeScribe.com

[0:00] Part 3: The main reason why most blogs fail.
[0:03] Like I just said, there's a lot of hype
around content marketing these days.
[0:07] Every online business wants to have a successful blog,
[0:10] but the problem is, most companies have
absolutely no clue how to run a blog.
[0:14] And this is why it is so common that you stumble
upon a company blog that is regularly updated
[0:18] with new articles every single month.
[0:20] But the number of comments and shares on these
articles are in single digits at best.
[0:24] Which means that no one is actually reading
these articles.
[0:27] Which means that these articles aren't bringing
new customers.
[0:31] Which means that all the work invested in
these articles is wasted.
[0:35] And I've totally been there.
[0:36] Just a few years ago I had absolutely no clue
how to run a successful blog.
[0:40] So I just copied what other successful bloggers
were doing and tried to follow their advice.
[0:45] Other bloggers said that I should publish more often
in order to get more traffic, so I published every day;
[0:51] They said list posts are the best,
so I published list posts;
[0:54] Then everyone started writing expert roundups
and I followed;
[0:57] Then they said that posting your content to niche
communities was a key to success, so let's do it;
[1:02] Then they said that the actual key to success
is to regularly submit your content to Facebook,
[1:07] Twitter, Google Plus and every other social
network there is, no problem;
[1:11] I was doing everything that "guru" bloggers
were teaching.
[1:14] And I did indeed see some results.
[1:16] But did I get traction with my blog?
[1:19] No, I didn't.
[1:20] Actually, each individual tactic worked like a charm.
[1:23] My listicles generated quite a buzz on social media;
[1:26] My detailed guides got tons of engagement
in comments;
[1:29] My guest articles were published at the most
popular blogs in my niche.
[1:33] But all of that didn't translate into any traction with
the blogs that I was trying to grow at that time.
[1:39] The traffic was plateauing, the sales weren't coming in.
[1:42] I even purchased a bunch of quite expensive
blogging courses, thinking that I was missing
[1:46] something important that bloggers were
unwilling to share for free.
[1:50] And these courses were quite good actually,
they taught me some new exciting strategies.
[1:54] But they didn't help me to get that traction
that I was looking for.
[1:57] I was getting better and better in executing
different content marketing tactics, but I couldn't
[2:02] figure out how all these tactics come together
into a single strategy that would grow my blog
[2:07] and drive customers to our business.
[2:08] This is how traffic to every article that
I published on my blog looked like:
[2:12] Shortly after publishing an article you see
the so-called "spike of hope."
[2:16] This spike happens because you send
this new article to your email list
[2:20] and share it with your Twitter followers.
[2:21] You may also post this article on Reddit and
share it with a bunch of relevant communities
[2:25] on Facebook or Slack.
[2:27] Other than that, you may send a bunch of outreach emails to famous people in your industry so that
[2:32] they would share your article with their audience.
[2:34] And if your article is truly worthy, the word of mouth
will multiply the outcome of all your efforts.
[2:40] So at times that "spike of hope" might get rather
big, making you feel happy and accomplished.
[2:45] But then all this traffic quickly fades to
nothing as soon as you pull the plug on your
[2:49] content promotion machine.
[2:51] And what you get as a result is the so-called
"flatline of nope."
[2:54] By the way, the credit for these funny terms
goes to Rand Fishkin.
[2:58] So if you rely on such spikes of hope, here's
how the total traffic to your blog will look like:
[3:02] As long as you invest your time and effort into
publishing new articles and promoting them in
[3:06] every way you can, your traffic seems to be growing.
[3:09] This is where the popular "you should publish
new content regularly" advice comes from.
[3:14] But as soon as you stop publishing new content,
the results that you have achieved so far
[3:18] will start fading almost instantly.
[3:21] But it shouldn't be this way.
[3:22] Because this is not how growth looks like.
[3:24] I can only call this kind of performance "survival."
[3:27] Here's something very important that I want
you to take away from this first lesson:
[3:32] If your content marketing efforts don't
add up over time, you're doing it wrong.
[3:37] So here is how this graph should look, if
you make your efforts add up.
[3:41] As you can see, the traffic to each newly
published article doesn't fade to nothing.
[3:46] Even the opposite, it slowly grows over time,
till it reaches a certain point.
[3:50] This way every single article that you publish
adds up to the total traffic of your blog.
[3:55] So even if you stop publishing new articles
for a while, all your progress won't immediately
[3:59] fade to nothing.
[4:00] It will stay exactly where you left it.
[4:02] Or maybe even grow a bit on it's own.
[4:04] This is called "the compound effect of
content marketing."
[4:07] It may sound super-simple, and in fact it is,
but somehow I was overlooking that simple
[4:13] principle for quite a few years.
[4:15] And I see way too many bloggers overlooking it today.
[4:18] This is why I wanted to make sure that you
understand this general concept, before we
[4:22] go deep into the actual blogging tactics and strategies.
[4:25] Because all of them will be focused on driving
passive consistent traffic to every article
[4:30] that you have on your blog.
[4:32] As opposed to teaching you how to get an immediate
spike of traffic to your newly published article,
[4:36] which will soon fade to nothing.
[4:38] So let's go back to the Ahrefs Blog, which
I will often use as an example for many tactics
[4:42] and strategies in this course.
[4:44] Two years ago, when I joined the team,
they were publishing 2-3 articles per week,
[4:49] and the traffic didn't show any signs of growth.
[4:52] It was basically a flatline despite all the effort.
[4:55] Today we publish 2-3 new articles per month
[4:58] and our traffic is growing steadily
and consistently, as you can tell.
[5:01] But most importantly, our blog is driving thousands
of customers to our platform every single month,
[5:08] and the more we grow our blog traffic,
the more customers we get from it.
[5:12] But we'll talk more about customer acquisition
with content later in this course.
[5:16] For now I just want to stress on the importance
of making every article that you publish bring you
[5:21] consistent traffic every single month.
[5:23] Because growth happens when the traffic
to your articles doesn't fade over time.
[5:28] Here's an example of such an article from
the Ahrefs Blog.
[5:31] This article was published back in 2016, and
as you can see from our Google Analytics,
[5:36] there was a "spike of hope" right after publishing,
but then the traffic didn't fade to nothing.
[5:40] It was actually growing slowly from month to month.
[5:43] And near the end you can see that we have
re-launched this article and generated an even
[5:47] bigger "spike of hope."
[5:49] But relaunching is something, that I'm going
to cover later in this course.
[5:52] So the main strategy behind growing Ahrefs
blog from 15,000 to 150,000 visitors per month,
[5:59] is in making every single article we publish
perform exactly like this one.
[6:04] Passive consistent traffic that doesn't
fade over time is the key.
[6:08] Again, it may sound super simple and super
obvious, but somehow most people only focus
[6:13] on making their spike of hope bigger and wonder
why their traffic isn't growing over time
[6:18] despite all the hard work.
[6:19] So the rest of this course will be focused
around a single goal.
[6:23] How to create articles that bring consistent
targeted traffic that doesn't fade.
[6:28] And how to convert that traffic into leads and sales.
[6:32] If that sounds good, I'll see you in lesson #2.
[6:34] And If you want to dive deeper into the concepts
that I just shared with you, I have a few cool resources
[6:40] for further reading, which can be found
at the very bottom of this lesson.

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