Everyone talks about the real time web and the frantic pace of society just getting faster and faster. Instant gratification has become the expectation rather than the exception. Tech blogs try to scoop each other in the same way that news organization used to. The competitive nature of this matters to the publishers far more than to the readers.
Now look at your own blogging endeavor in this environment. You have started your blog for your B2B company several months ago and you are clicking along. You are following best practices, creating good content, paying attention to SEO and even starting to build a community around your organization. But you still feel like you can’t keep up. There are others in your industry that publish stories the moment they hit. Before you have even finished reading a story, someone else has posting and tweeted about it. How can you compete?
You must first find the right area of competition. If you do not have the ability, or the desire, to always be first with industry news, to always be the first to tweet, or even the first to retweet, then don’t bother. In each one of these instances, only one person, or blog, can be first. It takes resources to always be first. And once you establish that reputation, you must maintain it.
Very often, the frontrunner in scoop wars sacrifices content quality. That is part of where you can win. If you are not concerned with being first with a post, you can take your time. Many B2B organizations don’t operate on the hyper-speed of many web firms. Sometimes publishing the next day or even the next week is fine. Especially if it means providing some analysis, additional context, or even a quote from an industry expert. All these things make your content better.
But guess where the big win happens when you provide compelling content on a continuing basis? Search. The idea of the long tail absolutely applies to blogging. You can go for the big hit on a daily basis to drive lots of traffic, but you will ultimately be more successful by creating posts over time that answer the questions of your customers and prospects. Make sure your headlines are written in ways that answer the common questions, and the posts pay off that headline. These are the posts that continue to drive traffic. This is blogging for the future.
Let’s look at this site as an example. We certainly try to keep up with changes in social media on a daily basis, but we never try to scoop anyone. We put our own take on things and how they relate to the B2B space. And yes, we look for big hits on Twitter the day a post is published, but guess what. No matter what we do on a daily basis, we still get a significant amount of traffic from search. We are answering the questions people are asking. Good content, over time, builds traffic.
And remember, the beginning of every blogging journey begins with one post.