I’ve always considered update posts to be a little on the dangerous side, because they can backfire on you in terms of views/hits. In my personal experience, I’ve found that an update post generates less traffic than other posts.
- Most bloggers, especially at the start, are trying to connect with an audience, to build an audience. They don’t already have a large, engaged group of people who are going to pop by for updates.
- People who don’t know me or what I do aren’t going to care about my update in the slightest
- Most people who come to a blog come because the blog has something to teach them. It makes them view a topic dear to them in a new way, or helps them with a problem. Update posts aren’t “how to,” “let me help you,” or “let me teach you” posts.
Still, update posts have their point and their purpose, and they are important. You want to keep your followers informed of what’s going on with your business or your art or your travels, or whatever you blog about.
Keeping followers informed will keep them involved and might even intrigue someone enough that they join your mailing list or buy your book.
So, how do you write an update post for maximum impact???
INCLUDE A REFLECTION OR A LIST THAT DEMONSTRATES SOME POINT YOUR AUDIENCE WILL FIND USEFUL OR INTERESTING.
I’ve written before about how and why you should be a “selfish” blogger, but in an update post, your topic is already inherently selfish. You need to focus on engaging your target audience.
What’s in it for your audience? Why should they care? What information are you giving them that applies to them in a beneficial way, that isn’t just throwing marketing at them?
Make sure you include such content with an update post, and when you title and market that post, use a tagline that plugs the non-marketing content at least partly.
My examples to follow will come from the perspective of an author-blogger, because that’s what I am, but really, you could adjust them to fit any industry.
- Are you updating that you’ve finished a first draft of your novel? Why not includes some pointers to help other writers get to that end point if they’re struggling?
- Are you doing a cover reveal? Remark on the qualities of a good book cover and how yours is accomplishing your specific goals and fits your novel.
- Are you announcing a release date? Why not remark on what to do (or not to do) during a release?
- Are you announcing a blog re-design? Why not expound on the qualities of a good blog layout and why you chose yours?
By nature, an update usually comes after an accomplishment. You should be able to come up with some kind of reflection/advice at that end stage to assist and encourage others trying to accomplish a similar goal.
REMEMBER: BLOGGING IS ALL ABOUT INTERACTION
Blogging is social. So you need to remember your readers aren’t just looking to take-take-take your promotional content. They deserve something for them as well. This way, everyone benefits.
“Marketing” posts won’t get shared by people unless those people are your friends or fans and just want to help you out.
A marketing post that teaches something or inspires reflection on the part of the reader will also be shared by those who don’t have a reason to want to help you. People will click on the link for the content that’s useful for them, and then be exposed to your update at the same time.
So remember: blogging isn’t successful if you consider it advertising and solely advertising. You need it to be social, to be conversational, to include some consideration for the other party.
What do you guys think of this idea? I’ve been trying to incorporate it in update posts where I can, and I’ve found it’s helped the number of hits for those kinds of posts.
Have you written this kind of a post for your blog, if you’re a blogger? How did it do?
If you enjoyed this post and are researching blogging, you might find the other posts I’ve written about blogging useful. And don’t forget you can sign up to follow my blog by email at the top right of the page.