Jan 27
Reading Time: 2 minutes

  

Have you ever wondered why certain blog posts outperform others by so much? Typical blog posts generate an influx of traffic soon after publication but start to “decay” as traffic volume gradually declines. However, some blog posts will generate increasing levels of organic traffic over time with no additional marketing effort.

Rather than decaying, compounding blog posts work to help your business attract more visitors long-term. These blog posts contain always-relevant information and grow organically. According to a Hubspot report, compounding blog posts typically represent about 10 percent of all blogs published, but they bring in as much as 38 percent of total blog traffic. One compounding blog post can also produce as much traffic as six decaying posts.

You can’t expect every post you write to be compounding, but there are certain characteristics many of these posts have in common.

  • What, how, why, and best. Studies show that blog titles including these words perform best.
  • Use Broad Tactical Topics. Most compounding posts intend to help readers by providing instructions, product reviews, and breakdowns of processes. Offer practical tips and clear advice that address topics, pain points, and challenges that resonate with your ideal audience.
  • Six to 13 words are the key length for your title. Anything more or less has been proven to not attract readers.
  • Remember SEO. Do keyword research to find actual words and phrases your audience uses that show long-term search volume.
  • Make it easy and enticing to read. Use plain language and follow formatting best practices. Typically, compounding blog posts will have subheadings, images, bullet points, short paragraphs, links to other information, and easily digestible content.

If you have an established blog, you may have already published content that fits the profile of a compounding post. Use your analytics to identify your own posts that have performed well over time, and to audit and monitor current content and traffic levels.

Compounding posts can significantly impact your traffic. Take the time to identify blog posts that continue to deliver relevance and long-term value.

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