Compounding blog posts are posts that deliver value - and generate increasing traffic - long-term. Here we list best practices for creating compounding blogs.
The Difference Between Compounding Vs. Decaying Blog Posts
After publication, you expect (and hope to see) your blogs receive a lot of traffic.
As time progresses, typically you would expect blogs to experience a levelling off, or gradual decline in the volume of traffic going to them. But in the case of compounding blog posts, these posts will continue to gain in strength and rank, and generate increasing levels of organic traffic with no additional marketing effort required.
Decaying Blog Posts - see visits decreasing over time (dropping below the initial traffic generated soon after publication)
Compounding Blog Posts - See visits increasing over time (surpassing the initial traffic generated soon after publication)
How To Write A Compounding Blog Post
There are multiple factors that affect how well blog traffic compounds long-term. Typically, compounding posts:
Offer Long-Term Relevancy
What questions do your readers always ask, again and again? Compounding, rather than decaying blog posts are the ones that contain always-relevant information, that people continue to search for. Typically these posts will also position themselves as the authoritative answer to reader's questions. If you’re already creating evergreen content, you’re well on the way to delivering long-term, compounding value.
Is your content relevant, but also actionable? Practical information, that remains relevant is always popular. Mix up longer blog posts, infographics, guides and and shorter content to create a good spread of actionable, accessible information.
But Don’t Be Overly Specific
According to a HubSpot study, while the best compounding posts address specific and common buyer questions, they don’t try to specialise into niche too much. Instead, they offer broad advice that can fit multiple persona readers. This gives the post more mass appeal, and helps posts resonate with as wide a segment as possible. Reviews, process breakdowns and instructions are typically good examples of broader compounding post advice.
Ask ‘How’, ‘What’ and ‘Why in the Title
While all titles should be well optimised and relevant to reader challenges, compounding titles tend to be the ones that start with terms like ‘How’, ‘What’, ‘Why’, or ‘Best’.
Why? Because that’s how your readers will be using search engines to find answers to their problems, for example - ‘How Do I Create A Compounding Blog Post Title’, ‘What Is A Compounding Blog Post’ ‘Why Should I Create Compounding Blog Posts.
Follow An Easily Digested Blog Structure
Your blog readers generally have short attention spans. They’re busy people! But by laying your post out in a clear and organised structure, with images, clear headers, bullet points and quotes - you’ll help them access the information they’re looking for quickly. Clarity = long-term popularity.
It’s important to note here that a compounding blog post may not be an immediate high traffic success when first posted. But if that blog continues to clearly deliver relevance and value long-term, there’s a good chance it could become a compounding post.
Creating A Compounding Blog Post
Want to create your own compounding blog posts, that will continue to draw traffic long-term? Of course you do.
These best practice tips can help you to develop your own compounding content:
Tackle reader FAQs and topics that will remain relevant long term
Offer a practical, tactical, comprehensive solution
Offer a blend of longer detailed posts, and short easily digestible pieces
Share broad advice, to resonate with as much as your audience as possible
Create posts in the form of reviews, process breakdowns and instructions.
Create a title that matches how people search. Ask ‘Why’, ‘How’, What’ and ‘Best Ways To’.
Give your posts a clear, easily digestible structure
Make your content easily sharable - and monitor what does well
Review your current content for compounding posts - see what you’re already doing well
Update any existing decaying posts to follow a relevant, compounding structure