Compounding Blog Posts: What They Are and Why You Need Them

SEO / 13 Mar 2022

You already know blog posts are essential for your company. They establish your company voice, cement your position as an industry leader, and give legitimacy to your business. 

What you might not know, is that not all blog posts are created equal. Some blog posts are ‘decaying’, and others are ‘compounding’. 

Using a copywriting service to improve the number of compounding blog posts on your website is a great place to start, but first, let’s dive in and find out what these blog posts are and why they’re important. 

Compounding Blog Posts vs Decaying Blog Posts: What’s The Difference?

Simply put, decaying blog posts are posts that cause a temporary surge in traffic to your website when initially posted, then decay over time. Compounding posts, on the other hand, enjoy a steady growth of traffic over time. 

Having too many decaying blog posts and not enough compounding blog posts on your site can explain why your website traffic might not be where you want it. More website traffic means more sales for your business, so creating compounding blog posts for your site is non-negotiable.

Why Are Compounding Blog Posts Important?

It’s easy to create a blog post that ushers in a temporary surge of traffic to your website. What’s more difficult is creating a blog post that will encourage users to visit your site again and again.

Across its lifetime, a compounding blog post will create more traffic than several decaying posts put together. Alongside SEO services, the consistent traffic generated by compounding posts boosts your website’s search ranking and leads to more visitors and, eventually, more customers. 

Compounding blog posts on your site will also cement your business as an industry leader. The more knowledgeable SEO content writing there is on your site, the more customers and clients will see you as a trusted voice in your sector. 

Compounding blog posts reduce your bounce rate, too, since visitors will be more likely to keep browsing if they see content that’s actually useful. In a world where a company’s online presence can be make-or-break, increasing digital footfall is key. 

What Do Compounding Blog Posts Have in Common?

Compounding blog posts have a few key features that explain their consistent appeal. 

A trustworthy copywriting service can help you turn these tricks into evergreen content that keeps users coming back to your site. 

Longevity

As Will Young famously crooned in 2002, ‘make it evergreen’. But what actually is evergreen? What’s the secret formula? Let’s dive in.

Evergreen content is content that stays relevant, meaning its value isn’t time-sensitive. Examples of evergreen content include how-to articles, listicles, and product reviews. This type of content doesn’t go out of fashion, it stays relevant over time, so it will consistently attract new visitors to your site. 

Avoid filling your site with articles focused on temporary pop culture trends, news, or reports that will rapidly go out of date. These posts are more likely to be decaying since traffic will quickly slow down once the topic in question has lost relevance. 

Broadcast, Don’t Narrowcast

When writing a compounding blog post, focus on tactics rather than topics. Tactical blog posts help readers learn a new skill, understand a new concept, or decide whether to use a product or service. 

The more niche the topic, the smaller subset of your audience the blog post appeals to. This narrow focus can hurt your website’s traffic in the long run since fewer people will be using search engines to look for this type of content. 

Once you’ve established blog topics to entice your audience, let an outstanding copywriting service do the rest of the work for you. 

Tactical Titles

Compounding blog posts should address an evergreen topic within your sector. Create a profile for your target audience, and imagine what types of questions they’re typing into a search engine. 

Most search engines users search phrases such as ‘how to do X’ or ‘the best products for X’. Make sure your titles address these frequent queries, and your content provides answers. 

Images and Links

Some of your blog readers might be new to the concept or service you’re describing. Compounding blog posts make the most of images, infographics, and links to other web pages to explain complicated concepts in a simple way. 

Adding images to a web page also helps visual learners, especially when the images used are diagrams or step-by-step guides. 

Does This Mean Decaying Blog Posts Are Unnecessary?

No, decaying posts are a crucial part of any company’s blog. While blog posts about current events tend to decay, they still drive a considerable increase in traffic at the time of posting. 

Writing about topical events shows that your company is up to date with the latest industry trends and news. Writing about niche topics can also be valuable, as these detailed blog posts establish your expertise on a given topic. 

Where Should I Start?

90.63% of online web pages get no organic search traffic from Google. With the help of a copywriting service made up of overachievers, and some crafty SEO content writing, you can be in the 9.37% that does. 

Start by narrowing down your target audience and considering what type of content will genuinely add value to their lives. 

It’s also worth looking at your previous blog posts and analysing the digital footfall data to see how well they’ve performed. This data will give you an idea of the types of posts your website visitors want to see.