Now that you’ve covered the basics by setting up your blogging infrastructure, hopefully through WordPress as a CMS and BlueHost as a host for your blog and figured out what content form and type and length your target audience enjoys engaging with, it’s time to look at keeping them hooked with a series. This is the first step in building blog momentum.
But first, let’s do a quick recap
Great, let’s jump straight into building momentum for your new blog. The first and most effective way being to create series that span anything from 1 week to 12 months.
We’ll break this up into 3 different types of series:
Short Term Series
Medium Term Series
Long Term Series or Continuity Series
Let’s define Short-Term Series:
A series that does not necessarily constitute blog posts but provides similar value with content being spread over 1-4 weeks. The introductory series for EntrepreneurDad is an email series of 7 emails, spread over one week. Short, concise, actionable, value-packed points to get your subscribers going and to earn your trust. Try not to sell anything, just provide value, this will create a platform for long-term ‘stickiness’.
Believe it or not, ’stickiness’ has officially become a buzzword in Customer Success circles and subscription services.
How to structure your short-term email series:
Let’s go through this by showing you the introductory email series for EntrepreneurDad, feel free to copy the bare bones and add your own meat.
Email 1 and 2: Basically, an introduction and a recap of Time to do it for myself (shortened version, of course, most people don’t read extensively long emails)
Email 3 and 4: How to monetize your blog
Email 5: My resources for staying abreast of everything that makes me ‘appy’ and technologically relevant.
Email 6: Using technology to scale growth as opposed to additional employees.
Email 7: Recap the previous 6 days and drop your favourite tips for your related field.
Remember to make this FREE! Free is a magical word that will bring you subscribers, value is what will keep them as subscribers.
Medium Term Series:
Most blogs or businesses will have short-term goals or accomplishments they gunning for. For instance. Right now, the medium-term goal is to get EntrepreneurDad 50 000 subscribers. Telling the story of how I get there, the tools and strategies I’m employing to do this as well as the progress I’m making, switching up things that don’t work and how I research paid or unpaid tools as alternatives to help me achieve the medium-term goals could constitute a large number of posts and an even larger number of emails. Typically, we’re looking at a 2-12-month period for Medium Term Series. The important thing to note is that you need an “Attractive Character”. This character should either be you, as the founder of your blog, or you’ll need to create one. An “attractive character” is a protagonist who your target audience can relate to. With EntrepreneurDads’ audience, I endeavour to inspire readers to take the same actions as I do, to appeal to what is seemingly difficult, complicated or even impossible to achieve, and show them that even an average jo(k)e like me could do it. And if I can, so can you. Russell Brunson calls this the Reluctant Hero, which is my favourite character. I suspect that it will become many of yours’ too.
Short Term and Medium Term combined:
There will be a number of tactics you employ to achieve a medium-term goal. As you explore these individual strategies you’ll most likely become astute at using certain tools, develop certain revelations and epiphany moments (it’s really ok to admit that in public btw) and begin to develop a reputation in your chosen field. These skills, assets you possess, can easily be deconstructed and reconstituted into a short-term series. E.g. “How implementing Sumo.com got me to 20 000” subscribers- Free 10-part Email Series on Conversion Rate Optimization”
The longer you go at this, the more content you’ll have to reconstitute and the more consistent and relevant your communications with your local readers can become.
The Long-Term Series or Continuity Series is really just that. A concept that your readers or looky-loos can grasp instantly and know exactly what it’s about and even if they don’t subscribe, they’ll come back to check on its status. This also gives your loyal readers a soap-opera-like concept to hang on the edge of their seats about, waiting in anticipation to see if your newest short-term series contributed at all to the bigger picture, the continuity series, and if it works for you, it can work for them, and they celebrate the joint victory with you.
To bring this back home, for EntrepreneurDad, the Monthly Income Reports will show how we’ve scaled from zero (still zero at the time of writing this, 20 September 2017) to where it is now. This is the overarching goal of your business or blog and the reason why you’re here in the first place. The metrics should usually be easily quantified, if not, find some form of easily relatable and trackable yardstick to measure growth and progress.
If you’re in the health and fitness niche it could be an additional 100kgs to getting to 1 million kgs lost through your program, or 100 000 hours of video recordings if you’re a videographer. This is a concept called gamification and it’s one of the reasons why we can’t stay away from sports and become emotionally attached to players who may break world records and follow their stats even if we’re not really that interested in the sport. There’s also the other form of gamification for the marketing nerds shaking your heads right now but that’s a post for another day.
Let’s put this back together and wrap it in a bow.
Gaining momentum with your blog is all about keeping readers engaged. You can do this in the short term with a mini-series of value-added emails or a free course based on your experience with a strategy or based on your experience as a professional in your niche.
We use the strategies, tools and experiences in short-term series’ to document progress in Medium term goals. These strategies adapt as we grow with technology and our readers’ attention evolves with it. Document the successes, failures, annoyances and points of praise in your experience with software, consultants or devices as this will serve as a trusted review of the product or service you’re engaging with.
Continuity Series leverages an almost unattainable but worthy goal to win the heart of every onlooker to root for you, to subscribe to your service or product and to run the race with you. Combine these three in an intertwining, recurring loop and you’ll always have content for your growing base.