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    • Best Cryptos
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      • Best Crypto Winter Tokens
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      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Best Video Game Crypto
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
    • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
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    • Crypto Games
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    • Crypto Wallets
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      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
    • Bitcoin Casinos
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      • Ethereum Casinos
      • Earn Free Crypto
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        • Earn Free Bitcoin
        • Make Money With Crypto
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        • Aqru Review
        • Best Staking Coins
        • Crypto Interest Accounts
        • Crypto Lending Platforms
        • Crypto Loan Sites
        • Crypto Savings Accounts
        • Crypto Staking
        • Earn Interest on Bitcoin
        • Earn interest on Ethereum
        • Earn Interest on Stables
        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
      • DeFi Crypto Guides
        • Best DeFi Apps
        • Best DeFi Interest Rates
        • Best DEX Coins
        • DAO Crypto Projects
        • DeFi Lending Platforms
        • DeFi Staking Platforms
        • DeFi Swap Exchange
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        • Buy Bitcoin AU
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      • Bitcoin Mining Sites
        • Best Coins to Mine
        • Ethereum Mining
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        • Financial PR Agencies
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        • Web3 Marketing
  • Cryptocurrency
    • Buy Crypto
      • Buy Bitcoin
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
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      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
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      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Staking Projects
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Trading Card Games
      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • Real Estate Investment Club Review
      • Identity 20XY Review
      • NFT Land Projects
    • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
    • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
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      • OpenSea
      • Rarible
  • Stocks
    • Types of Stocks
      • Best Biotech Stocks
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      • Buy Adobe Stock
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      • Buy DWAC Stock
      • Buy eBay Stock
      • Buy Etsy Stock
      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Matterport Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Medifast Stock
      • Buy Netflix Stock
      • Buy Nike Stock
      • Buy Nikola Stock
      • Buy NRG Stock
      • Buy Rivian Stock
      • Buy Roblox Stock
      • Buy Pfizer Stock
      • Buy SAVA Stock
      • Buy Spotify Stock
      • Buy Tesla Stock
      • Buy Samsung Stock
      • Buy Upstart Stock
      • Buy XELA Stock
      • Buy Zoom Stock
    • Buy Stocks
      • Buy Shares UK
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      • Buy 5G Stocks
      • Buy Cannabis Stocks
      • Buy Coinbase Stocks
      • Buy Dividend Stocks
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
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      • Invest in Stocks
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  • Trading
    • Best Trading Platforms
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      • Capital.com Review
      • Copy Trading Platforms
      • Demo Accounts for Stocks
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      • How to Day Trade Stocks
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
      • Islamic Brokers
      • Low Margin Rate Brokers
      • Paper Trading Platforms
      • XTB Review
    • Best Forex Brokers
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      • Best Forex Brokers IN
      • Best Forex Brokers UAE
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      • Best Stock Brokers ZA
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      • Best Forex Signals
      • Best MT4 Brokers
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      • Best Scalping Brokers
      • High Leverage Brokers
      • Low Spread Forex Brokers
    • Trading Robots
      • Algorithmic Trading
      • Bitcode AI Review
      • BitiCodes Review
      • Bitindex Prime Review
      • BitIQ Review
      • BitTrader Review
      • Crypto Bank Review
      • Crypto Boom Review
      • Crypto Engine Review
      • Immediate Edge Review
      • Meta Profit Review
      • Metaverse Profit Review
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      • Oil Profit Review
      • Prime Advantage Review
      • Quantum AI Review
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      • Teslacoin Review
      • Today Profit Review
      • 7Tesler Review
    • Bitcoin Robots
      • Automated Trading
      • BitAlpha AI Review
      • Bitcoin 360 Ai Review
      • Bitcoin Blueprint Review
      • Bitcoin Circuit Review
      • Bitcoin Code Review
      • Bitcoin Digital Review
      • Bitcoin Freedom Review
      • Bitcoin Motion Review
      • Bitcoin Prime Review
      • Bitcoin Profit Review
      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold Review
      • BitProfit Review
      • Bit Index AI Review
      • British Bitcoin Profit
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Best Video Game Crypto
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Alerts Sites
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
      • Crypto Exchanges CA
      • Crypto Exchanges DE
      • Crypto Exchanges SG
      • Crypto Exchanges UAE
      • Crypto Exchanges UK
      • Crypto Exchanges ZA
      • Bitcoin Mining Sites
      • Best Coins to Mine
      • Ethereum Mining
      • Litecoin Mining
      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
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      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Staking Projects
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      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
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      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
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      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • NFT Trading Card Games
      • Sport NFT Drops
      • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • Real Estate Investment Club Review
      • Identity 20XY Review
      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best Upcoming IPOs
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      • Buy Shares UK
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      • Buy Nio Stock
      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
        • Best Forex Brokers AU
        • Best Forex Brokers CA
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    Digital & Social⟩Blogging

    Is Your Blog a Publication — Or a Library?

    author imageConnor Brooke Last updated: 22 February 2018
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    Is your blog a publication or a library?

    Over 2 million blog posts are published on the internet every day.

    2 million.

    With that kind of noise, it’s no wonder that so many businesses are struggling in their blogging efforts. They pour money and effort into their blog, but they don’t see the results they’re looking for.

    The reason is: They’re doing it wrong.

    They’re running their blog like an editorial publication, with a focus on frequency and volume.

    It’s literally here today, gone tomorrow.

    The problem with that approach? Rather than an educational tool to nudge your audience through the sales funnel, content quickly becomes a commodity.

    And if you need to generate topic ideas for, say, three posts a week, your pool of topics gets diluted pretty quickly. Your relevance declines. And your readers notice.

    There’s a better way.

    I’m going to propose something different. Instead of viewing your blog like an online business publication, try thinking of it as an online resource. A library.

    Why a Library?

    Think about it. You might visit sites like Tech Crunch or IT Business Edge to catch up on the latest news in your industry. But when you want to understand a subject better, or need practical information on how to do something, where do you go to find what you need?

    Chances are, you go to an online resource in your niche that has more detailed content than the latest hot take on Bitcoin.

    Let’s say you’re a small business owner with an e-commerce site, and you’re looking for help on how to improve your sales. You’d probably head over to the Shopify blog and check out the resources they have to help people sell online.

    Shopify blog

    Or if you’re looking to up your social media game, you might check out the Buffer blog for help. (Notice how they categorize their articles?)

    Buffer blog

    ­­

    A library has a coherent structure that ties all of your content together. When done well, your blog becomes a go-to resource for people who want to understand a subject better or who want practical advice on how to do something.

    Let me be clear. A library is NOT a place where good content goes to die. It’s an evolving collection of information that’s organized around specific themes and audiences.

    Its purpose is not necessarily to entertain but to educate.

    And when you start thinking of your blog like a library, your approach to content development changes — for the better. You go from trying to come up with content that’s “relevant” to identifying and creating content that is actually helpful to your audience.

    Let’s look at some of the good things that happen when you switch from thinking of your blog as a publication to thinking of it like a library.

    You Can Focus on Strategy

    One of the biggest pain points for organizations that run their blog like a more traditional publication is just keeping up.

    But when you think of your blog as a library — instead of a deadline-driven publication — you can step back and take a broader view of the kind of content you should be producing (and for whom).

    You can be strategic.

    Thinking about your content as more than just a random collection of topics forces you to start asking yourself some questions. Questions like “Who are we serving?” and “What keeps them up at night?”

    Answering those questions helps you zero in on high-impact areas. You can select broad themes that speak to the challenges your audience actually faces, and develop content that addresses those pain points.

    My team and I worked with a client who builds online form software for higher-education institutions. As part of their content marketing strategy, we identified broad areas of interest for their target market (like donor engagement, web form accessibility, event planning) and developed a library of topics based on those themes.

    Not only did this give them a roadmap for their content creation, it allowed them to develop a brand voice around the information they were providing. And they knew that their content would be useful to their audience, because they had taken the time to think it through.

    Being more strategic means being less reactive. When you plan your blog around the concept of a library, you can curate content that hangs together and meets specific objectives — namely, helping your audience solve a problem.

    You Can Build Your Authority

    When you commit to a more strategic approach to your content development, you can actually provide more value.

    Once you’ve identified the core areas of interest for your audience, you can start going in-depth on different and more interesting angles of a broad subject. And that will make you stand out.

    For example, you might provide some actionable “how to” information on how to solve a particular problem, but also create some thought leadership pieces on the problem space itself (backed up by data, of course!).

    In so doing, you position yourself as an authority in your niche, not just a service or product provider. And by providing more detailed treatment of an area you know matters to your target reader, you build empathy with your audience.

    One of my long-time clients, a company that provides flexible, easy-to-use intranet software, decided to curate a series of posts around Robert Cialdini’s “principles of persuasion” and tied it to employee engagement. They followed up an initial overview post with a series of in-depth articles that examined each principle in turn, with examples of how companies could implement them in the workplace.

    Not only did this allow them to map out an editorial calendar months in advance, it also gave them the chance to dig into a really “meaty” subject.

    And their audience responded. Their organic lead generation went up. In fact, my client told me last week that “the leads just keep pouring in.”

    You can do the same thing on your own blog. Start by identifying the top business use cases that your audience hires your product to solve, or the five or ten most frequent problems they encounter, and build out content that addresses those scenarios.

    You Can Increase Your ROI

    Let’s face it. Producing quality content on the regular takes work.

    And if you’re publishing for the sake of publishing, you might get an initial spike in traffic (because the search engines love new content), only to see it drop off. Then the cycle begins again for the next post.

    But if you’re producing valuable content that gives your readers actionable information — the kind of content that Horizon Peak creates for its clients — you’re playing a different game altogether.

    Content that addresses (and solves) a common problem is naturally — organically — going to get more traffic. It gets found more often. It gets shared.

    In a study that analyzed blogging data from over 15,000 companies, HubSpot identified what they called “compounding” blog posts and “decaying” blog posts.

    A decaying post delivers an initial surge of traffic, but then attention drops off — usually for good.

    A compounding blog post continues to generate traffic long after publication. Although just one in 10 posts in their sample were compounding posts, those compounding posts accounted for 38% of total blog traffic.

    Hubspot chart

    Source: HubSpot

    So what is it about these compounding posts that continue to attract visitors?

    They’re tactical rather than topical. They provide actionable information to their audience.

    Long-form content is also good for SEO. So developing in-depth content on subjects that you know your audience cares about will give you a far greater return on investment than churning out shorter posts.

    Wrapping Up

    Your blog is one of your most important marketing channels. It gives you online visibility, establishes your credibility and — when done right – generates leads for your business.

    Although it may be tempting to jump on the blogging bandwagon and churn out post after post, you’ll quickly hit a point of diminishing returns when you go down that road.

    My advice? Take a step back. Think of your content as living in an ecosystem — in a library.

    You’ll be able to shift to a more strategic approach in planning your content, and write posts that not only help your audience, but also go deeper than other practitioners on the subject.

    And that will bring readers back again and again.

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      This article originally appeared on Horizon Peak Consulting and has been republished with permission.
    Find out how to syndicate your content with B2C


    author image

    Author: Connor Brooke

    Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has

    … View full profile ›


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