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Why Blogging Is Dumb


Look, all of us like to think that we have something important to say, that we have something unique to add to the massive online conversations that take place across the blogosphere…

Whether we really do or not, hey, that’s not for me to say. I’m here to tell you why using your precious time to create the most fleeting, temporary content know to man — aside from a status update — is a bad idea.

Let me explain. I’m not recommending that you hang up the keyboard and never write again. That’s not it at all.

But when it comes to blogging, creating the actual content is the least important part of the equation…

Content is NOT king

I’m dead serious. Despite what some supposed “experts” will tell you, simply producing quality content will not move the needle one iota.

Frankly, it doesn’t matter that you’re writing Pulitzer quality blog posts, if no one’s reading them. That’s because, to turn the popular saying on its head, content isn’t king… traffic is.

The web is an incredibly crowded place. Do you really think that users are going to take the time to sniff out your blog posts? That just posting some good content is actually going to be enough to make you a thought leader?

Those days are long gone.

Think about the most highly trafficked sites you visit on a regular basis. Do they feature just one blogger, writing all of the content? Heck no.

In most cases, the person who runs the site almost NEVER writes a single post. Think about it. These are editors, not bloggers. They benefit the most and they write the least…

Viva la Traffic

Here’s the thing: Not everyone is going to figure this out.

Some folks will continue to pour the precious time into blogging, hoping that they’ll get “discovered” through SEO. Others will continue to blog just simply for the enjoyment they find in writing.

That’s okay, but I think you can see why it DOESN’T work. — 99.999% of blogs can never be monetized.

Without an aggressive outreach campaign, a blogger can never expand his or her reach far enough and fast enough to actually profit. Which is why it’s so freaking important to tap into OPT (other people’s traffic).

Let’s look at an example of a site that uses this strategy par excellence, The Huffington Post.

Regardless of how you feel about the site’s politics, the folks at HuffPo have figured something out. They’ve learned how to leverage OPT to generate massive revenues.

Did you know that they don’t even pay most of the celebrity writers?

It’s a Win-Win

It’s true, these celebrities and thought leaders write content for free, just so they can get the distinction and recognition of being published on a top website.

They are building their personal brand via HuffPo, while HuffPo is benefitting from the traffic these celebrities bring to its pages. It’s their business model — this is how the tap into new pockets of traffic.

HuffPo is literally monetizing the fans that these celebrity guest bloggers bring to its site.

10X More Profitable Than Blogging

You’re probably wondering: how does this relate to you? I mean, not all of us can get Oprah Winfrey to contribute to their website, right?

The good news is that you don’t need Oprah’s traffic (though it would be nice). Instead, you just need to consistently tap into fresh, relevant pockets of traffic that fit your target market.

You can do this by soliciting guest content from relevant online “influencers.” These are folks that already have their own blogs, products, and thriving social media pages — in other words, traffic.

Think about it, these folks are already producing content for their audiences. Why wouldn’t they want to get more recognition and clout from the blog posts they’ve already written?

If they are motivated and active online, chances are that they’ll understand how guest blogging can benefit them.

Your job is to recruit only the guest contributors that benefit your brand the most. That means you want the folks with the best chops, the most engaging personalities… and the most fans.

As an editor, it’s your job to identify those folks and target them as guest contributors on your website. Vet them. Read comments on their blog posts.

How many followers do the have on Twitter? How many Likes on Facebook? How much engagement do their posts get?

These are the questions the most profitable editors ask.

 


About Ryan Deiss

Ryan Deiss is the founder and CEO of Digital Marketer. Over the last 36 months Ryan and his team have: Invested over $15,000,000 on marketing tests Generated tens of millions of unique visitors Sent well over a BILLION emails, and Run approximately 3,000 split and multi-variant tests Ryan is also a highly sought after speaker and consultant whose work has impacted over 200,000 businesses in 68 different countries. Connect with Ryan on Twitter or Google+.
View all posts by Ryan Deiss ➞

Comments:

  • Shop MAC Cosmetics says:

    I

  • Jim says:

    I see the real lesson here! A controversial headline to get people to read. Slightly contradictory content to inflame debate and a smart email squeeze page to build your list. Thanks from http://www.pilotscotland.com for the opportunity.

    If any of you readers would like to guest blog or tweet let me know @pilotscotland on Twitter or pilot.Scotland.1 on Facebook. Have a nice day.

    • Josh Loposer says:

      Haha, Jim. I applaud you for the strategic thinking. Headlines are definitely important (they get the clicks). However, Ryan really has asked all of his editors to stop blogging and start editing guest content. So it’s pretty sincere.

  • Moke says:

    Hi Josh, I really like the Idea of contacting influencers to your niche.A very clever way to attract traffic.This works almost like bookmarking sites where the owners don’t do much.The most work is done by guest bloggers.I really appeciate the insight.Just a question to Josh and Ryan Deiss: I appreciate you’re sharing the tactic and the insight.It is ok to contact influencers ,I agree.Is there a formula to use to get to those influencers so that the response is what expected to US? Cannot wait to use this tactic on my blog.Thanks for sharing.Please a straithforward answer will be much appreciated.

    • Josh Loposer says:

      There’s no exact formula for contact influencers. We usually look at all of their social sites to see where they are the most active (Twitter, Facebook, their blog, etc) then contact them there… Actually, we’re going to release a product soon that covers this traffic strategy from A to Z. It’s called “Authority ROI,” so keep an eye out for it!!

  • Blake says:

    I really valued the frank feedback provided in the article. I think it takes reading the article fully to understand the secret hidden within it–targeted marketing & targeted traffic.

  • annie says:

    I understand what you are saying Ryan but I blog not so much to be read a lot but rather to have an electronic record of what I write. This way I have a dated record should anybody decide to take my writing and plagiarize it.
    I take all the feedback into consideration. I put the rough drafts for my poetry and short stories there. I know it’s a good one when it’s read by many who make lots of comments.

  • Goldfrog says:

    The comment by Chris below is a reflection of the frustration of the lonely, undiscovered blogger. It also reflects the passion of the blogger. If this article is so stupid how has it managed to attract Chris?

  • Tazz says:

    Josh, you’re nice. Thank you!

  • Pamela says:

    You know there is definitely plenty of truth to this. Plenty of people write good content yet it don’t get many visitors. Most of the blogs owners that do get visitors are actually members to just about ever social marketing network and some are paying out money to advertise their blogs. I wouldn’t say blogging is dumb but I have to say that you still have to have good quality content to gain the readers and keep the readers.

    Sites such as Huntington Post and Perez Hilton’s blog gets traffic from content curation and talking about celebrities and current popular news.

    There is not too much more that can be added to the internet because more than likely someone already said it in a blog post or mentioned it on a website so these two sites just curated stuff already posted to bigger sites and put their own twist on it to capture lots of attention and link to other authority sites.

    When the gurus say post high quality content I get what they’re saying but really how much more high quality can you get to attract traffic? There’s much more to the equation than just high quality post.

  • wade says:

    Ryan, I love your thoughts here and think you have a great point. So many bloggers write the same things! They have done a better job finding influencers to pass the word.

  • Tazz says:

    Thank you Josh, what you told me really helps and I appreciated you’re taking the time to write. However, if I don’t have email lists yet, I’m afraid there again, no audience to publish the heck out of anything. I would think my first step would be to link my name to their blogs and then from people clicking on my site from their blogs, I would begin to get mail lists of people that are truly interested in what I’m about…of course now, I’m now curious about the long answer. Say, do you have a blog?

    • Josh Loposer says:

      When it comes to promoting posts, you don’t necessarily need a list (although it helps). You can promote posts via Facebook, Twitter, banner ads, or paid media (like renting a list)… Obviously, we like to take advantage of free platforms first. If you don’t have many “fans” on FB or Twitter, you may focus your efforts on building those properties first. When someone Likes your page, their more likely to opt-in to your list. The most important thing is to start experimenting. It’s the only way to find what works. here’s another great post about blogging – http://socialtriggers.com/why-bloggers-fail/

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