Is your blog earning readers’ trust? There are three types of blogs that most people don’t know about
You may not have guessed what I was referring to in the preceding section. Blogs are a credibility indicator and require consistency in order to be credible. Blogs that haven’t been updated for months or worse, years will reduce your credibility and increase the chance of a bounce.
For credibility reasons, I recommend that you post at least twice per month if you are going to start a blog. This will show that you are open to business and active. You can leave comments on to engage customers and readers. This will foster relationships and increase your credibility. A lot of comments on a blog post is a sign that it is being read. This provides valuable social proof.
How does it affect your credibility and what type of blog are they paying for?
Blogs are not all created equal. Many business owners believe that publishing as much content as possible is sufficient, regardless of its quality. This is false.
Your credibility can be damaged by a poorly written blog that contains redundant and obvious content. Based on my experiences editing and writing over 1000 blogs, as well as taking Jon Morrow’s Guest Blogging Certificate program and Freedom Machine courses on blogging, and reading many books about copywriting and blogging, there are certain characteristics that differentiate high-quality blogs. Which blog are you currently paying for? How does this affect the trust your customers and readers place in you?
These are the three types of blogs that I have seen in my writing career.
Low-tier: A poorly written blog with generic content
Blogs like this can be a huge blow to your credibility, especially if they are published frequently. How can you identify a blog such as this? You might find it lacking flow, awkward sentences, and grammatical errors. The blog is also very general and has little to no original content. It wastes the time of readers.
You can often spot these blogs by looking at their generic headlines. You can see them by looking at their generic headlines, such as “Business marketing” and “How to market you business.” Both don’t explain why they should be read. The latter is likely written hundreds of times over time, so there’s not much unique about it. An alternative headline would be “How to Gain 10,000 Twitter Followers in 10 Days.” This answer the question “What’s the point?” and also distinguishes itself from millions of articles online that offer a unique value proposition.
Blog of mid-tier quality with obvious, repurposed content
The articles that have obvious redundant content are at the bottom of the list. These are also common online, just like the previous. Many blogs are simply rewritten content from other articles that is then merged together to create a new article. Sometimes, the content even includes rewritten content from one article.
This type of article can be very damaging, but if your blogger is a good writer, it can help to build credibility. Truth is, the word “obvious”, is relative. A blog that contains information that has been repurposed elsewhere may be a surprise to someone new to the industry. They won’t know this because they are a beginner, and have likely never seen it elsewhere. These prospects will instantly trust you if the content is well written and updated regularly.
Top Tier: Empathetic, unique content
This is the highest level of blogging. It’s not easy to find a writer, or a marketing agency that can create it. What is the difference between this content and other content? Let me share the three most distinctive characteristics.
First, the article must have a unique selling proposition. Your blog post should be viewed as a mini-business. It must have a unique selling proposition. This will tell the reader why it is better than any other information they have found online. Your business is represented in your content. Your readers will likely think that your products and services are similar if the information you share is valuable and unique.
The article is also empathic. Blogs are meant to solve readers’ problems. The more you can empathize and relate to the readers’ problems, the more they will think, “Hey, that business gets me.” Perhaps their product or service could help me.
These articles use the word “you” generously. The content sympathizes with readers and encourages them overcome their problems. People don’t listen to one another in today’s world. People are too busy focusing on their phones, or nodding in the conversation while they wait to be heard. People want to be heard. People want to feel understood. Empathizing with your reader makes them feel as if they are part of something bigger. This creates an emotional connection between your brand and the reader that will build loyalty.
The article subheadings should be written as your main headline. Google uses this to determine ranking. It measures how long the reader stays on a page. You can increase your search engine ranking by writing subheadings that draw the reader to your content.
Top-tier blog content belongs in the next chapter, truth be told. This content belongs in the domain of online influencers. Expect to pay at least a few hundred dollars per post for this type of content.
You might be asking yourself, “Do I really need this content?” It all depends on your goals.
Middle tier content is sufficient if you are just trying to establish credibility. This is the best content to rank highly on Google and possibly gain influencer status.
Before I close this chapter, let me make it clear that this list does not include all blogs. There are certain levels between each of these tiers. These are the three main types I have seen over my years of blogging.