Stop Writing Blogs No One Reads—Do This Instead (Ch 10. Build Your Audience)

Demystifying Blogging: From a Hobby to a Business with Jonathan Milligan

Grab a Copy of the Build Your Audience Book: https://platformgrowthbooks.com

In this episode of The Market Your Message Show, Jonathan Milligan shares his journey from starting a blog with no audience in 2009 to transforming it into a successful business model. He discusses how blogging has evolved and reveals strategies for building an engaged audience. 

The episode features Chapter 10 of his book 'The Blogging Traffic Playbook,' where Jonathan dives into the common pitfalls bloggers face and introduces the POST method for creating compelling content. Advanced techniques like pillar and support posts are also covered, along with a one-day blog post challenge to help listeners put their newfound knowledge into action.

00:00 Introduction: The Birth of a Blog
00:33 Demystifying Blogging: What's Changed and What's Working
01:19 Chapter 10: The Blogging Traffic Playbook
02:48 Common Pitfalls: What Most Bloggers Do Wrong
03:41 Becoming a Topic Leader: The Secret Sauce
05:06 The POST Method: Crafting Quality Blog Posts
07:52 Advanced Blogging Practices for Accelerated Results
10:32 One Day Blog Post Challenge: Put Your Knowledge into Action
12:16 Key Takeaways: Mastering the Art of Blogging

Transcript

Speaker 21: 0:00

I hit publish with Shaking Hands. It was 2009 and I had no audience, no followers, just a deep desire to help people and a blog no one knew existed. But within the 90 days, strangers from the Round the world were emailing me for advice. That was the moment I realized blogging wasn't just a hobby. It was a business model. Hi, I am Jonathan Milligan and I'm the host of The Market Your Message Show, where we help you turn your message into multiple streams of digital income. And today we're gonna jump into blogging. How do we demystify blogging? How has blogging changed over the years and what's working right now with blogging? We're currently going through the fourth book in my series. Build Your. Audience, by the way, you can get a copy by going to platform growth books.com or click the link in the show notes. Now today we're gonna dive into this and I'm gonna be releasing to you chapter 10 from my book, the Blogging Traffic Playbook, and this is the actual recording of the audio book and I'm making it available for free. As a thank you for being a subscriber to the podcast. So without further ado, let's jump in to chapter number 10.

Speaker 20: 1:19

The build method, search traffic, chapter 10, the blogging traffic playbook. My fingers were shaking the day I hit publish on my first blog post. It was February, 2009, and I just launched a career coaching blog for accounting professionals. After five years as an executive recruiter, I learned a ton about job transitions and career advancement. Now I wanted to share that knowledge and make some money doing it. Why blogging? My research said it was the best way to reach people. So I started writing about the questions I got daily resumes, interviews, salary negotiations, you name it. What happened next blew my mind. Within 90 days, emails started pouring in, not just from around the country, but from across the globe. That's when I knew I was onto something big. It was time to double down on blogging and figure out how to turn this into a real business. But here's the thing. Building an audience through blogging isn't as simple as writing whatever pops into your head and hoping people show up. There's a strategy to it, a method that can turn your blog from a ghost town into a bustling hub of engaged readers. In this chapter, we will explore how to build your audience through blogging. We will look at common mistakes and better ways to write. Then we'll give you a step-by-step guide to creating content that attracts and keeps readers ready to turn your blog into an audience building machine. Let's get started. The common pitfall, what most bloggers do wrong. Ever feel like you're shouting into the void with your blog? You're not alone. Most bloggers fall into a common trap that keeps their audience small and engagement low. Here's what they do wrong. They treat their blog like a diary. Every post is a personal musing or a deep thought. They just had to share, it's all me, me, me, and not enough. You, you, you. Or they try to be thought leaders right out of the gate. They write grand manifestos and expect the world to sit up and take notice. Then they hit publish and crickets. They sit back and wait for readers to appear magically. After all, if you build it, they will come right wrong. This approach fails spectacularly for those starting in obscurity. Why? Because no one is looking for your random thoughts. They're looking for solutions to their problems. A better approach, become a topic leader. So what's the secret sauce? Becoming a topic leader? Shift your focus. Instead of writing about what's on your mind, write about what's on your audience's mind. What questions are they asking? What problems are they facing? Build topical authority in your niche. Don't try to be everything to everyone. Pick your lane and own it. Dive deep into your chosen topics and become the go-to expert leverage. SEO people Use search engines to find answers. If you want to be found, you need to speak their language and use the keywords and phrases they're searching for. Remember, people don't go to Google typing. Jane doe's latest thought piece. They type, how do I fix my leaky faucet or best ways to lose belly fat? You're not just throwing content into the void. By focusing on these searched topics, you're creating a beacon that draws your audience to you. Becoming a topic leader isn't about being the loudest voice, it's about being the most helpful voice. When you consistently provide value, your audience will grow, and with that growth comes the opportunity to share your unique insights and perspectives. So stop waiting for readers to find you. Start creating content they're actively searching for. That's how you build an audience with blogging. The post method, a framework for quality blog posts. Ready to create blog posts that attract and engage readers. Let's dive into the post method. It's your secret weapon for crafting content that stands out in the crowded blogosphere Purpose. Defining your post's core. Start with your primary keyword. What's the core topic you're addressing? Dressing. Use this to craft a compelling title. Your title is your first impression. Make it count. Aim for 47 to 53 characters. Why? That's the sweet spot for search engine results pages. Think of your title, like a newspaper headline. It needs to grab attention and make people wanna read more. Your blog post title is like a shop window. It must entice people to enter outline. Structuring your content. Now that you have your headline, use it as a guide to outline your main points. What key ideas will support your purpose? Remember, a well-structured outline is the skeleton of a great blog post. It gives your content shape and direction break your ideas into clear sections. This makes your post easier to write and easier to read. Strengthen enhancing SEO and user experience. It's time to beef up your post use tools like Rank IQ or Neuron Writer to optimize your keywords. These tools can show you what words and phrases to include for better search engine rankings. Don't forget visuals. Add relevant images to break up text and illustrate your points. Link it up. Include external links to authoritative sources and internal links to your other relevant posts. Create strong metadata. This is what appears in search results. A compelling meta description can be the difference between a click and a pass. Think of SEO as the roadmap that guides readers to your content on the vast internet. Without it, even the best content can get lost. Tidy up, polishing your post. You're in the home stretch. Now it's time to make your post shine. Edit ruthlessly cut unnecessary words, clarify confusing points. Break up long paragraphs for better readability. Add calls to action. What do you want readers to do next? Do you want them to subscribe to your newsletter? Make it clear and compelling. Remember, editing is not just about fixing errors, it's about making your content shine. I. It's your last chance to make your post as impactful as possible. The post method isn't just about creating content. It's about creating content with purpose, structure and polish. It's your framework for blog posts that attract readers and keep them coming back for more advanced blogging practices for accelerated results. Ready to kick your blogging into high gear. Let's explore some advanced techniques that can supercharge your results. Pillar posts. Cornerstones of your blog. Think of pillar posts as the foundation of your blog. These comprehensive in-depth articles cover your niches. Major topics aim to create 12 to 15 of these powerhouse posts. For a blogging focused blog pillar. Posts might include how to start a blog, monetizing your blog, driving traffic to your blog, creating compelling content. These posts are typically longer and more detailed than your average post. They're the content you wanna be known for. Support posts building a content ecosystem. Now let's flesh out your content ecosystem with support posts. These are subtopics that link back to your pillar posts for the how to start a blog pillar. Support posts could include choosing the right blogging platform. 50 blog post ideas for beginners. How often should you post on your blog? Each support post links back to its pillar, which in turn links out to all its support posts. This creates a web of interlinked content that search engines love. Why does this work? It establishes your topical authority. You're showing search engines and readers that you have comprehensive coverage of your niche. Content strategy management. Here's where the rubber meets the road. To keep all this organized, create a blog content strategy spreadsheet, track post titles, post types pillar or support publication dates, interlinking status. This might seem overkill, but trust me, it's a game changer. A well organized content strategy is like a map for your blogging journey. It keeps you on track and heading in the right direction. I. With pillar posts, support posts, and a solid content strategy, you're not just blogging anymore, you're building a content empire. It should attract readers, show your expertise, and ensure long-term success. Remember, these are advanced techniques. Don't feel pressured to implement them all at once. Start with one pillar post and a few support posts. As you get comfortable, expand your strategy. Before you know it, you'll have a robust, interconnected blog that draws readers in and keeps them returning for more. Today's exercise. One day blog post challenge. Ready to put your new knowledge into action. Let's create a blog post from scratch in just one day. This exercise will help you apply the post method and get a feel for the entire process. Here's your challenge. Start by choosing a topic relevant to your niche. Think about questions your audience frequently asks, or problems they often face if you're stuck. Browse forums or social media groups related to your niche to see what people are discussing. Next, apply the post method to create your blog post. Begin with purpose. Define your main keyword and craft a compelling title. Then create an outline of your main points. Strengthen your post by using a keyword research tool like Rank IQ or Neuron Writer to optimize your content. Finally, tidy up by editing your post for clarity and readability. When your post is ready, hit publish. Don't let perfectionism hold you back. Remember, done is better than perfect. Once it's live, share it on one social media platform where your target audience hangs out. The goal isn't to create a masterpiece but to practice the process. Pay attention to what feels challenging and what comes naturally. This will help you identify areas for improvement and build your blogging muscles. After you've completed the challenge, take a few minutes to reflect. What did you learn? What would you do differently? Next time, use these insights to refine your process for future posts. Remember, blogging is a skill that improves with practice. The more you write. The better you'll become at crafting posts that resonate with your audience and attract new readers. So are you ready to take on this one day blog post Challenge key takeaways. Successful blogging addresses your audience's needs and questions, not just sharing personal thoughts. The post method purpose outline strength strengthen tidy up provides a structured approach to creating SEO friendly engaging blog posts. Advanced practices like pillar and support posts can boost your blog's visibility. They can also establish your authority on the topic.