Here’s a shocking statistic: every two days we create more information that we created since the dawn of human civilization up until 2003.
There are half a billion blogs out there. Millions of online magazine, newspapers, vlogs, podcasts, online courses, infographics.
You couldn’t assimilate this much information, no matter how much you tried. There’s not enough time, energy, or brain processing power.
What does this mean for you as a blogger?
Well, you’ve got to change the way you approach the game, because the rules have changed.
Standing out in an age of information overload.
I was talking the other day with one of my clients, and we were discussing the fact that ten or so years ago, all you had to do to become a successful blogger was to create good enough content and be consistent. Even networking was optional.
But things have changed drastically in the last decade or so.
Now, as we reached content saturation, the information you share is not enough, no matter how good it actually is.
Yes. You read that right.
To put things into perspective: try giving something for free, something you’d normally charge for. Like an entire e-book, or an online course. See how many people download it. And it’s free.
A couple years ago, you could build an impressive newsletter list by offering such a free download. Nowadays, people aren’t even interested in that. There will come a time when bloggers will have to pay in order to get folks to subscribe to their newsletters.
So, information is not only free and abundant, but there’s so much of it instantly available, that we have a hard time figuring out what is worth our time.
This is why you have to focus on all the other aspects of blogging.
Networking. Building relationships with your readers. Engaging your readers. Developing a unique writing style.
While all of these are crucial aspects if you wish to stand out, the truth is that there’s one thing that you can do that will guarantee success.
99.99% of bloggers focus on numbers. They frequently publish content, so they get more readers, more views, more comments. They go on social media to gain more followers. They start a YouTube channel or a podcast for the same reason.
They are trying to expand, to grow their audience.
You should go in the opposite direction.
There’s no point in having thousands of followers, if they follow thousands of other blogs at the same time. They have limited time or patience to interact with your content.
That’s why you should focus on building relationships with your readers. A few of time. Offering them more than just about any other blogger out there.
More content, more access to you.
You work on building a following of just 100 people. One hundred true fans. One hundred Internet buddies that would stop whatever it is they’re doing just because they received a notification you published a new blog post. A hundred people who’d purchase anything you have to sell.
In other words, you work on fantastic customer support, so to speak. You offer people countless way to reach out to you, and you reach out to them. You offer them free content, you offer them personalized feedback. Anything, just so you can have that hundred true fans.
Not a thousand, but just one hundred.
That’s all it take.
One hundred avid readers constantly reading your content and sharing it with an almost religious zeal.
I am by no means telling you that your content doesn’t matter, because it does. The way you write it, the way you format it, the images you use. And impeccable content will always make it easier to gain exposure, but the truth is that in this age of content-saturation we must work on building genuine relationships with those who care most about our content.
If you care about your reader, genuinely care, one reader will do more for you than one thousand followers who skim through your blog posts once every two weeks or so.