Patrick Schwerdtfeger is a motivational speaker who can speak about effective blogging and how to build a high-traffic blog at your next business event. Contact us to check availability. The full transcript of the above video is included below.


Full Video Transcript:

Hi and welcome to another edition of Strategic Business Insights. Today we’re going to talk about blogging and how you can make your blog more successful and get more traffic to your blog. I’m going to give you five tips today. And look, blogging is not new anymore. It’s been around for quite a while and there are a lot of people who are studying this kind of stuff. Which blogs are successful? Why are they successful? What are they doing? Guys, we can reverse engineer the entire thing today. We know exactly what works and what doesn’t work. These five things are the things that are working.

Number one, if you format your blog posts as lists—like a list, so for example, The 5 Questions to Ask, The 7 Deadly Mistakes, The 6 Things to Remember, people love lists—so if you format your blog posts as a list, you’re going to get on average two times as many links pointing to your blog post as if it wasn’t a list. People study this. On average, that’s what happens. Number two, or not number two but secondly to that, if you include a photo—so in other words it’s a list but it has a photo in it—you’re going to get three times as many links to it on average. If you include a video, you’re going to get five times as many links to your blog post if you format it as a list.

That’s number one: Format your blog posts as lists and include a photo and include a video. Immediately, you’re going to be way more effective as if you presented your content in another way.

Number two, just having the photo in general gets twice as much traffic. So it’s basically a repeat, but it’s really stressing this – you want to include a photo in your blog posts. Listen to this: Blog posts with a video are 50 times more likely to rank on the first page of Google. Fifty times more likely. And the most amazing part is the video doesn’t even have to be yours. You can go to YouTube, you can find a related video and embed it on your blog post, and it immediately is going to rank higher. Google wants multimedia content. They want things that include video. Include a photo, include a video, regardless what your blog post is about.

Number three, they looked at all the blog posts that are ranked in the first page of Google for their respective keywords, and many of them had 2000 or more words. In other words, they were long blog posts. They weren’t just a few paragraphs. If you write a blog post that’s 2000 words or more, it’s going to get a better chance of ranking. Google wants a lot of content. That’s what they value. They want it to be a useful post for people. So write a long blog post.

So just right there, what we’ve just talked about, if you do a blog post in the format of a list, so let’s say The 12 Steps, the 12 steps to doing whatever it is you want to blog about, 2000 words or more, which includes a photo and includes a video, just at that point you’re going to be way ahead of other people who are doing it the other way.

Number four, you do not need to blog daily. A lot of people think you need to be blogging every single day and it’s not true. A great example is Tim Ferriss. Tim Ferriss has a very popular blog called the 4-Hour Workweek, which is a companion blog to his book by the same title. Tim Ferriss on average blogs about once a week. He blogs about once a week.

Some people think you need to blog every day or three times a week. If you do once a week, you’re going to be in decent shape if it’s a good post. Worry about doing a good post. Like when you publish a post, have it be a masterpiece, a big 2000-word list-formatted blog post with really clear instructions. Focus on that, and then what you can do is leverage the content in other ways. So you can literally read the blog post into a microphone. Now you’ve got a podcast. You can put that podcast on iTunes. You can literally take a video of yourself. Like the video you embed on your blog post can be a video that you record of yourself talking about the blog post. Now you’ve got the video to embed on your blog post, but you also have the video on YouTube.

Bottom line is everyone uses the Internet differently. So you can take one piece of content and leverage it in a bunch of different ways, so that you can put that content all over the place and repurpose your content.

And the fifth thing I wanted to share is that people think that it’s too late. Like the instinct is, if you’re not doing this today, the instinct is, “It’s too late. Everyone else is doing it. It’s too late. I can’t get traction.” It’s not true. That is not true.

If you started literally today and started blogging effectively with the things we’ve talked about in this video, there’s something magic about six months. When you do something for six months, you start to get traction. Even if you did one blog post a week for six months—so what are we talking about, 26 blog posts, one a week for six months—at that point you’re going to start to see some traction. Might even be sooner than that. But there’s a magic of six months.

Here’s the thing: Imagine two different scenarios. Number one, you search for a phrase on Google. The search results come up. One of them looks like it has the answer you’re looking for. You click on it. You end up on a blog. It has the answer you’re looking for, but this blog post only has three articles – three blog posts. Second scenario: Search for the phrase – same phrase. Results come up. One of them looks like it has the answer you’re looking. You click on it and you end up on a blog. It has the answer you’re looking for—so, so far everything’s the same—but this blog has 300 posts and links to social media and YouTube and podcasts on iTunes.

The difference between these two situations is dramatic. What happens is when people go to this type of a situation, they don’t even register where they are. Like they make no mental note of the fact that they’re on your blog. They don’t even notice. But over here, they realize immediately. It happens subconsciously. People are like, “Holy smokes! Wow, I’ve found a resource! Look at all this stuff. There are blog posts, related blog posts. There are videos and podcasts.” And so people start to engage much more actively.

So a lot of times when people start blogging, they’re thinking about, “Oh, if I make more blog posts, I’ll get more traffic.” Well, that’s true. You will get more traffic. But the bigger distinction is that over here, out of a hundred visitors, you might only get one person engaging with you, maybe not even one. But over here, you get like 20 or 30, because people see. Right away they’re like, “Holy smokes, this person, this is a real resource!” So maybe they subscribe to a newsletter or maybe they contact you for whatever it is that you’re selling or whatever – one way or another they’re engaging with your content.

Now the interesting thing, of course, is that every 300-post blog started as a three-post blog. You have to go through this step, and at the beginning it’s lonely and it’s a lot of work and it sucks. But keep doing it. It’s consistency. That’s the only obstacle that’s left. You go to the gym in January, the place is packed. You go back in March or April and it’s not as busy, because people give up too soon.

It’s the same thing with blogging. You have to keep doing it. Keep doing these monster awesome blog posts once a week, and leverage them and get a video in there and get good-quality photos and put them in there. Do it once a week for the course of six months, and at the end of that people are going to start being like, “Wow, this is a resource!” And then the whole thing starts to accelerate.

So you can literally start a blog today and have an outstanding, high-traffic, high-authority blog. I would say within one year if you did that, if you did what we talked about in this video, within one year you already have a high-traffic, high-authority blog. So keep those things in mind, guys. You can reverse engineer this stuff. So use the things we’ve talked about here and start a blog. It can change your business and it can change your life.

My name is Patrick. Thank you very much for watching this video. And remember as always, think bigger about your business, think bigger about your life.

Patrick Schwerdtfeger is a keynote speaker who has spoken at business conferences in North America, South America, Europe, Africa, the Middle East and Asia.