• Great piece. Very useful. Thanks :-)

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  • Much to think about Geoff. I’ve been struggling a lot lately with how to write what I want to say so not much has come out. I’ll be taking your advice to heart and approach things as you recommend. Thanks!

    • Hey, Phil. Thanks for coming by, and your sincerity in discussing this. I look at it a lot like baseball. You are a good blogger, a known voice. But like any good batter, sometimes our mechanics get stagnated or off, and these are just four tricks to get back into form. There are others, but for me it’s usually one of these.

      • Thanks Geoff. #4 is the one I need to be most mindful of, as I tend to chase shiny.

        • LOL< I totally get that. For example, Kenneth Cole and Groupon were great temptations for me. I resisted this time. I did blog about Egypt and the Super Bowl, but felt both discussions were relevant in the larger context of what people like in the blog. Sometimes you have to be interpretive instead of literal ;)

  • Terrific post, Geoff. Totally spot on. The biggest struggle we have with client corporate blogs is that they just want to focus on them instead of what their clients and prospective clients might be interested in.

    And your point – if you’re not reading more than you’re writing – so true! Like you, I’m a voracious consumer of material – it’s what helps me not only know the business I’m in, but bring the best solutions to the table for my clients. If only there were more hours in a day!

    Great job! Will share with many!


    • Thanks, Shelly. Yes, you and I both read and link to show it. When I see a blog without links I think they are either up in the clouds, or they are plagiarizing. It’s virtually impossible to be relevant for very long or on the spot without reading other people’s content. I am enjoying our blog back an forth right now. Good stuff!

  • Great post Geoff. I think we can never hear the message enough: ‘it’s not about you; it’s about them.’ What is going to engage your reader and make him/her return? And how much are you listening? Thanks for the reminders.

    • I started reading a piece in Entrepreneur magazine by one of our industry’s leading bloggers. He said I and bragged so much about his speaking repertoire in the first two paragraphs that I simply clicked on a different link. Force of personality turns people away. If you are already great with me, myself and I, you can only become unstoppable without them. Thanks for being a consistant reader and commenter, Liz!

  • Good post Geoff! I’ve been concerned about the constant instruction to write 5 posts a week, or more, because people are distracted, like to spread their reading-allegiance around, and don’t value content, or its author, if it doesn’t appear to have some kind of substance. I appreciate your suggestions…thanks!

    • I’ll be honest. I saw several posts stating this and that’s what inspired me to write this. It is disconcerting to me to see leading voices consistently doling out bad advice right now, and giving advice based on what made them popular, not sound business advice.

      I didn’t want to outright bash them, rather frame the argument in a way to get what people want: Better blogs. At the same time there is a great need to counter these voices and add new context so people can make informed decisions. Cheers!

  • So is point #3 saying you need to “grow bigger ears”? I think some guy in Boston has trademarked that… ;-)

  • “Talk Less, Say More,” “Babies Grow Into Their Ears,” “Grow Bigger Ears.” It’s the year of the ear.

  • Good thoughts. Thanks.

    While I have not gotten anywhere near 5+ postings a week (so don’t really worry about quantity over quality), I do hope that my postings have been solid. At the same time, I try to inject lighter, more humorous postings at times.

    Still having a hard time breaking through though. I guess you just keep at it and keep trying to improve.

    • Ah, it’s the old two step. Marketing posts is different than creating fantastic content. I think that relies quite a bit on the networking and blog commenting. I’ll check yours out after reading your comment. Interested in seeing the humor!

  • Thanks for the good advice Geoff! Posting a well-researched, thoughtful and hopefully helpful post once a week on the agency blog while maintaining a full work load is enough of a challenge…can’t imagine personally doing it more than that.

  • Nicely done. I really appreciate the line “no one cares about you” because it is so true. People care about themselves (and this isn’t necessarily a bad thing). Getting help or gaining insight, through your content, is what they care about. Thanks for the good post!

  • I’d say #3 drives the process, not only in the beginning but throughout the journey. With that said, frequency in the beginning seems to be a good way to get a toehold, build an audience and gain credibility. It’s tough to maintain though and like you said, the quality starts to suffer.Some seem to do it better than most, but it’s safe to say that the ideal number of posts per week would appear to be 3. My addition to this would be:

    #5 Don’t Mail It In…Ever.
    I’ve been guilty of this and it speaks to #1. The point is, just because you feel you need to put up a post because you haven’t posted it in a week or so…don’t do it. Wait until you have something to say. Don’t water down your content for the sake of your editorial calendar.

    • I kind of agree with that, but I also think you have to write even if you don’t post. I think not writing at all leads to more not writing. I encourage practicing, writing, not posting, rewriting, etc. This post was actually an example of that. Drafted on Saturday, gutted a couple of times, and finally felt good enough to go.

  • You’re especially right about focusing less on quantity and more on quality. Many bloggers (including myself) feel a need to post as much as possible but in the end, that approach doesn’t always serve our readers.

    Great tips. Thanks!

    • It’s amazing what happens if you give a great post a second day uninterupted by new content. You get more comments, more conversation, more dialogue and it can break wide open. People are not as hooked on RSS readers as the were four years ago before Facebook and Twitter, so time moves differently…

  • Super interesting post Geoff, thanks for sharing. I think #2 and #3 deserve to be repeated, again and again: less trivial than they seem.

    I have a genuine question about #4, though: “see what’s been working”, “focus on trends”: I’m sure it’s efficient, indeed. But isn’t there a risk for a global loss of variety, richness, surprises, etc, over time, if every body follows this advice?

    • Good point. I’m not really sure that’s possible if you are doing #3. If you are doing #3 your content will evolve naturally. Keep in mind these are tips to get back on track, not universal literal Musts All the Time. So, if you are like me, you may be constantly tweaking and learning about how to blog, even after years of practicing! Cheers!

  • “Slow Down Production, Focus on Quality” .. glad to see someone else picking up the banner.

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    […] and will be in the future. It is from Geoff Livingston and his blog is named the same titled “4 Ways to Improve Content […]

  • This is a really good read for me, Must admit that you are one of the best bloggers I ever saw.Thanks for posting this informative article.

  • It’s a nice point of view but I’m not sure if most people will agree with it, but then again, everyone is entitled to a opinion.

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