Should You Start A Blog? | Marketer Monday 36

Should you start a blog?  As someone who has built sites in the eCommerce space, in the information marketing space, and in the software space, I get this question all of the time….

As you’ll discover in this video, we have blogs on all of our sites.  However, we have two totally different approaching towards blogging based on the end goal of the blog.

  • Approach #1:  Blog For Authority
  • Approach #2:  Blog For Trust

In this episode of Marketer Monday I describe the difference between the two and how to determine which type of blogging is best for you and your business.

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Hey, what’s up guys. Anton here from Performance Marketer and this week’s video for Marketer Monday is going to be a little bit different. As you can tell, I’m doing a screen share and that’s because I think this is the best way for me to describe what I want to talk about this week which is: should you start a blog? Now, we’ve built tons of different websites in the eCommerce space, some in the info space, some in the software space now and on all of them we have had “blogs”. But I do the blog thing in air quotes because they’re not always what you would think when you think of a blog. And in my opinion there are two different types of blogs.


One of them is that for authority. Now, the one that you build for authority, it is something that we do for some of our websites. So that’s kind of what I want to give you a glimpse into now. Obviously I’m on Performance Marketer and if I click onto “Blog” here, you’ll see the dates on this one. So we post blogs at least three times a week here and as you can see they’re all centered around digital marketing. So for example, here, we have one about creating your best lead magnet. Here we have one about Infusionsoft vs. Clickfunnels. Here’s another one about lead magnets. Here’s one about three ways to grow your online business. Here’s one about not using scarcity marketing. Here’s one about tripwires, right? And again, as you can see, these are constantly posted to the blog and they’re all about the same topic. Now, this approach is what I would call the “authority” approach. The reason we make all of these videos and blog posts and have all this content produced; the reason we put so much time into it is because we’re going for the authority.

When people go on Google and search for things like “trip wires” and “lead magnets” and “scarcity” and “email marketing” and “automation” and “Infusionsoft” and “click funnels”, and all the things that really our world revolves around; they’re all part of our world, we want to be the company that, we want to be the website that people find. And we want to have relevant content so that people know that we know what we’re talking about when it comes to those topics. So, again that’s the authority approach to blogging. To consistently being, putting out great content relating to not just one little specific thing but all different related keywords and ideas within your niche, whatever that may be. So, I’m going to show you another example right now of what I would consider an authority blog. And let me zoom in a bit but this is on Drop Ship Lifestyle which as you probably know is our online training program. It’s an online course. And as you can see here, we’re same thing. We’re going for the authority play. So the first blog post that you see, right? Called “Outsourcing for eCommerce. So, again. We have that there because we want to rank for things on Google like outsourcing for eCommerce. We have advanced product listing campaign optimization. Again, it’s a related search term to what our people will be searching for and we want to build that authority by constantly being exposed when people search for things that are relevant to them. Another one: How to get Real Drop Ship Suppliers, right? Drop shipping in Canada. All different blog posts that we put out very consistently about topics related to our overall, I guess, mission which is helping people to build profitable drop shipping stores.


Now, that you guys understand the authority approach to blogging, the other way of doing it would be kind of what I would consider like a “fake blog” and these are things that we’ve done in the past, we still do, on a lot of our eCommerce stores and, you know, to be honest Drop Ship Lifestyle, the blog, started as what I would consider a fake blog and I don’t mean fake in the fact that it’s not really there but I mean fake in the sense that you’re actually, if you’re going to go that route, what you’re going to do is build a few pieces of what I would call pillar content. Now, pillar content are like the main things that your people will search for, right? So instead of casting this wide net of terms, you know, that maybe your people will be looking for, you’re going to go much more specific and the reason it’s called pillar content is because you’re only going to make a few of these pillars. So for the longest time, for years, probably three years, probably four, on the Drop Ship Lifestyle blog there was only a few pieces of content. There was one about product selection, right? Because one of the main things with this business is teaching people how to pick products. So that was one piece of pillar content. There was one on how to source suppliers because that’s another thing that we really focus on. Then there was another piece of content was about marketing and how to get traffic. And that was it.


So our blog for years had three blog posts on it. Now with that approach we weren’t trying to be an authority. The reason we had that content there, the reason that I made that content is so when people found us through usually paid advertising channels. They found Drop Ship Lifestyle. They were able to actually, again, like learn that we know what we’re talking about. That I know what I’m talking about. And the way that I was able to I guess, convey that to the world, to the audience was by giving them these pillar blog posts. And that’s really enough to serve it’s purpose at that time. All I wanted people to do was to know that I know what I’m talking about when it comes to product selection. I wanted people to know that I know what I’m talking about when it comes to sourcing suppliers and I wanted people to know that I know how to get profitable traffic to eCommerce stores. So again, for the purpose of that, what I was trying to make happen, that was enough. But as we grew Drop Ship Lifestyle.


Another example, Performance Marketer; as we launched that the goal was not to have a few pieces of content that convinced people we know what we’re talking about. The goal now is to become the authority when it comes to drop shipping and eCommerce, which by the way I think with Drop Ship Lifestyle we definitely done that. We’re going to keep pushing because why slow down, right? Can’t let competitors come up on us so we’re going to keep pushing on that. But on Performance Marketer this past year has really been dedicated to building authority. And that really comes down to putting out excellent blog posts, very, very consistently keeping readers coming back and bringing in new readers through other search terms.



Now, another example of when you’d want to use what I call a “fake” blog is probably with your eCommerce store. So the way that we sell products online, we do high ticket drop shipping meaning we sell very expensive items and what that typically means is we don’t have a lot of repeat buyers because people will buy, you know, maybe one of these things every three, five, ten years. So it’s not like we have reoccurring customers. And because of that, we don’t have to constantly be putting out all this information that, you know, they could find us for. That’s not the goal with these eCommerce sites. Again, what we’re doing with our blog there is to know, like and trust us. So we’ll do things like 2016 buyers guide, a 2017 buyers guide, things like that. If a new product line comes out, we’ll make a blog post that’s an announcement for it. But it’s not a traditional blog in the sense that it’s constantly being updated and nothing that requires even a team member to work on alone because it’s much less work than that. It’s usually something you post a couple times a year, that’s it. They sit there, people find them, they’re happy, they move on.


So as far as the question anyone wondering, should you create a blog or not? I would say, at the very least if all you’re trying to do is sell your products, which nothing wrong with, but if all you’re trying to do is sell your products whether tha be physical, whether that be information, whether that be software then one of these fake blogs is fine. A couple tips on that: make sure you’re answering the right questions. If you’re only going to put out three blog posts, make sure they’re amazing and make sure they answer your customer’s questions. You know, questions you should already know they’re going to have, that’s where you should focus your time and energy. Another tip on that, is don’t have the date on there. Just remove the date option if that’s what you’re going to have as your pillar content on your blog. And should you build a site like Performance Marketer that requires constant, like I would say, really upkeep and following the market and creating content, well the answer is yes if you want to be an authority. Just know that they’re two very different things. And if you do want to build a blog that’s going to become an authority in your space, know that it takes time, know that it take money, know that it takes a lot of focus and energy.


So I think they’re both great options. Again, nothing wrong with either one just two completely different paths. And just so I guess you know, there’s no reason why you can’t start with one and go with the other. Again, Drop Ship Lifestyle was a “fake blog” for years before we transitioned to becoming an authority. That being said, guys, I hope that helps. If you have any questions on how to set up blogs like these or maybe any technical stuff, go ahead and ask them below. And as always, if you got value from this video please do give it a like or a thumbs up and make sure you subscribe at That way you can get all of our Marketer Monday videos and keep up to date with what it is we’re doing over here. Thank you guys and I’ll see you next week for Marketer Monday. Bye.

Anton Kraly

Anton is a the Founder & CEO of Performance Marketer - a place where decades of real world marketing experience is shared. He began building business online in 2007 and has built and sold multiple seven-figure businesses.


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