If Content is King, Who is the Queen?

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If I hear one more person (including myself) pronounce to the world via blog, social media, morse code, smoke signal or any other form of mass communication that “Content is King” I am going to…ehhh, who am I kidding, I’m probably not going to do anything about it. Let’s face it, this is one of those phrases that is drilled into our heads over and over again in this industry and that’s not likely to change just because I held my breath and stomped my feet.

Don’t get me wrong. I do agree that content in some form or another is the key ingredient when communicating your message to the buying public. However, content alone is not going to help you rule the world…a King must have its Queen. So, who is the Queen? Is it link building? Social media? Search engine optimization?

Nope. Although one can easily argue that each of these elements are important for any aspiring blog to be successful, another item for the todo list is not the function of the Queen…at least not in my house. The Queen is the glue that holds everything together. She takes all of those moving parts and somehow gets them to function in complete and total harmony. She is the conductor that guides the orchestra through the high and lows of the song.

When it comes to your blog, the Queen is consistency.

You may be a gifted writer and have an incredible idea for a blog, but if you are not consistent in the frequency of getting your message out to the public, you are going to have an extraordinarily difficult time building an audience and without an audience your message is falling on deaf ears. Converting visitors into regular fans is hard. Adding the element of surprise into the mix makes it nearly impossible. Readers need to know that they can count on hearing from you on a regular and consistent basis.

Does this mean that you need to write a new blog post every day? Not necessarily, it depends on your goals. If you are striving to be a well known blogger, you should probably be blogging every single day for a while until you build up a big enough audience that you can back off a bit. If you are utilizing your blog as a prospecting tool or to educate existing clients, blogging only once or twice a week might be plenty. Just don’t blog less than once a week. Making your readers wait two weeks or more for your next post is much too long to build an addiction.

Once you decide on how frequently you are going to post, it’s time to commit to the specific day or days you will be blogging. Is it Monday through Friday? Tuesday and Thursday? Every Sunday? Make sure you give this some thought and test and measure! Think about when readers might want to hear from you and start there.

Forcing yourself into a schedule means that you are going to have to push through the times when no one is reading, when you don’t have any good ideas or when you are up until 3AM trying to get the right words out because of a looming deadline. It’s in those times when you might normally throw in the towel in the name of writers block that having a set schedule and no excuses that makes you a stronger writer and ultimately a successful blogger.

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  • http://twitter.com/LEAmerman Laura Amerman

    great advice, Marc.  Anyone looking to start a blog ought to read this.  anyone looking to IMPROVE their blog should too!

    • http://www.marcensign.com/blog Marc Ensign

      Thanks Laura!  But what about anyone that is not looking to start a blog but if they were they would not be looking to improve it?

  • http://www.versio2.com/ Andrew Gough

    Agreed, excellent advice. Who’d have thought consistency is queen, but it makes perfect sense. Everything else – SEO, social media etc. – comes in as part of standard practice. A nice shift in viewpoint along the lateral, a refreshing change we could all benefit from.

    I’ve had many a discussion with colleagues on the relative merits of publishing on certain days. Is it good to publish on a Friday afternoon when people are winding down and more willing to be distracted, or is it a proactive Monday morning better? The answer is usually to experiment and optimize, and above all know one’s audience, but have you any additional thoughts on this?

    • http://www.marcensign.com/blog Marc Ensign

      Hey Andrew! What I do is make my post live at 1AM so it is available first thing when people get up. A lot of my readers check out my blog through an RSS reader during their morning routine so I like to have it up by the time they get up. Sometime between 9AM-10AM I generally post it on all of the major social media sites like Twitter, Stumble, Facebook, Google+, etc. and then keep an eye on it throughout the day. An e-mail goes out at 11AM to all of my subscribers and then by early afternoon I am usually posting it again on Twitter but with a different approach to my Tweet to see if that gives it legs. 

      So far that has worked pretty well for me. Sometimes I’ll post it again on Twitter later that night if it hasn’t gotten much steam at that point. I change it up a bit but to be honest, I could probably use to experiment a bit more. I have a good open rate and consistent traffic so I don’t want to fix something that’s not broken, but then again the biggest room in the world is the room for improvement!!!!

  • http://roborr.net Rob Orr

    Absolutely dead on. What I needed to hear (again). Preach on!

    • http://www.marcensign.com/blog Marc Ensign

      Awesome, thanks Rob! I’ll leave the post right here for you if you ever need it again!

  • http://www.endlessrise.com/ Private Label SEO

    I would have to agree with consistency here. Sure, you may have done all of the stuff that can potentially spread the word about your website, but if the recipients of your links find out that you’re not posting on schedule, some of them might get turned off and ignore your blog altogether.

    = Gerald Martin =

    • http://www.marcensign.com/blog Marc Ensign

      That’s right Gerald…with so much good stuff floating around online, people are hesitant to commit to a blogger when they have no idea when (or if) they may ever hear from them again. Thanks for stopping by!!

  • http://www.seo-webz.com slatz

    Excellent post Marc. I have been preaching content is King since the inception of Infoseek. The Queen is definitely consistency, without it you would have no content.

    • http://www.marcensign.com/blog Marc Ensign

      Thanks Vernon…or should I say Mr. Computer Repair (if that is your real name). I love that you guys were able to grasp the concept. Most blogs fail for one of too reasons…they offer no value or they are not at all consistent. Solve those two issues and you have a solid opportunity to increase your reader/client base.

  • http://www.lawfirmghostwriter.com/states-cat/legal-writing-and-blogs-for-attorneys-in-indiana/ Attorneys Blog Writers Boston

    Never thought about this! Very well is the information shared. I am looking forward to maintain the consistency each time :-)