What is a compounding blog post? What impact can it have on blog traffic? We reviewed industry data to find out.
What Are Compounding Blog Posts, and Why Should I Create Them?
A compounding blog is a post that continues to have relevancy and draw traffic long-term.
After the initial publication of a blog, you might expect to see traffic to it diminish as interest and promotion declines. In this scenario, the post would be considered to be ‘decaying’ rather than compounding. In contrast, compounding blogs see traffic steadily increase over time. Typically, compounding posts are ‘evergreen’ in content - often offering advice on a common challenge that continues to be an issue for audiences long term.
How Much Traffic Do Compounding Blog Posts Generate?
Based on research produced by Hubspot, we can see that over a 22 month period (above) a compounding blog saw visits grow from 5,304, to c.45,000 cumulative visits at its peak, before ending on a (still impressive) 30,000 visits more than a year later.
In the same time period, the comparative decaying post, which began with a similar level of traffic (4,653 visits) rapidly declined, and stayed low.
Why You Need to Be Creating Compounding Blog Posts
Whilst only one in ten posts are compounding posts, they account for 38% of total blog traffic - HubSpot
Creating compounding posts is crucial in order to drive increasing volumes of relevant traffic long term. Although they may not deliver high volume traffic at the outset, they will produce more traffic in the long term as they continue to be relevant, plus will give you the advantage in search and as a thought leader.
According to Hubspot:
- Typically only 1 in 10 blog posts is a compounding post
- 1 compounding blog attracts the same number of visitors as 6 decaying posts
- 38% of traffic is generated by compounding posts
Tips on How To Create a Compounding Blog Post
There are a number of reasons that decaying posts decline in effectiveness.
The following tips will help you avoid decaying performance, and create effective compounding blogs that continue to draw relevant traffic long-term.
- Write about topics and challenges that will remain current, and resonate with your audience long-term. Frequently asked questions and common pain points make effective subject matter.
- Use blog titles that align with how people look for answers search engines. Typically, titles should contain 6-13 words, ask a question, and use phrasing like “What” “How” or “Why” to reflect common search terms.
- Use an easy to read structure, making use of images and bullet points where possible.
- Be thorough, but keep posts concise - blogs that perform well tend to contain between 500-1000 words.
- Map content to address a range of challenges throughout the buyer’s journey.
- Offer practical, tactical and comprehensive advice.
- For best range, create a combination of long, detailed posts and short, easily digestible pieces
- Remember to include ‘share’ and ‘forward’ options on your posts, and make sure you’re actively promoting them in your nurture emails and social schedules to build traction.
- Review blog content you have already created and adapt it to suit a compounding structure.
Adapting your content creation process to consider compounding blogs structure clearly offers great long-term value. Increased traffic, leads, and customers will result!