• Doug McPherson

When it comes to blogging, how much is too much?

At the moment blogging and writing articles is one of the only marketing choices we can make. Used properly it offers a great way to provide updates and share tips that could help your clients and contacts tackle certain parts of the current situation with a bit more confidence but …

… Aren’t you just adding another headline to an already massively overcrowded internet?

And, despite the time and effort you invest in creating your latest piece of content, won’t it just get lost in the deluge?

Maybe. That’s the funny thing with posting content online, some sticks and some doesn’t. Some provokes the desired reaction (opening it and reading it) and some doesn’t. As with all business development, there are no guarantees it’ll work but the one thing I can guarantee is if you do absolutely nothing then absolutely nothing will happen as a result!

This is why you need to keep the content coming out. As long as you follow these 3 very simple rules, you will maximise the likelihood you’ll catch the eye of your target market and increase your open rate.

1. Keep it coming

A good content marketing strategy has to be like a conveyer belt. You need to keep the blogs and articles coming.

More often than not this is the point where our clients will push back.

“But they’ll get sick of seeing our name,” they say. “It’ll be overkill.” Not quite. You can’t second guess when people will be looking at their email or their LinkedIn or Twitter feeds and you certainly can’t second guess whether they’ll have the time to click and read even if they are.

When we are interviewing our clients’ clients during client listening programmes, they tell us that (as long as you’re following the RSVP principle that we’ll explain in the next point) these updates are useful; it’s just that there’s not always time to read them.

They do however read them when the subject line is of interest and they have a few minutes so “keep them coming”!

You really will only maximise your readership (and by extension the opportunities your content generates) if you produce enough content to engage all of your potential readers with some subject at some point. If you restrict yourself to one blog a month out of some sort of misplaced sensitivity, you will be decimating your chances of success.

And in a similar vein, just as you can’t forecast when someone will see your links, you also can’t rely on one tweet or LinkedIn update capturing every potential reader in one go. You need to keep the social posts coming too and organise your fee earners so that they’re all liking and sharing every post so each reaches the largest audience possible.


RSVP is Tenandahalf’s formula for producing winning content. People will open and read your blogs and articles if they are:


You need to speak to your readers in language and using reference points they’ll understand while you explore the issues that are directly relevant to them.


You need to choose the topics that will get your readers to the outcome they want and clearly set out what they need to do/change/implement to get them from where they are today to where they want to be.


People need to know that if they give you a few minutes of their time to read what you’ve written, they’ll reach the bottom of the page having learned something new, something of value that they can use to better their lives or their business.


Your blogs and articles aren’t there to show how clever you are or to dip deep into technical legal or accounting theory; they are there to tell people what to do in order to navigate specific circumstances. That’s all you need to tell them. Set out clear steps for them to take …

… The last of which should be getting in touch with you to discuss things in more detail!

3. Variety

We’ve already talked about the dangers of banging out an endless stream of content with headlines that either mention Coronavirus or COVID-19. This will appeal to some but many will be turned off because they are fed up of seeing those words and actually want to focus on something else.

You also need to factor in what I used to call print blindness.

When I (unfortunately) had to dabble with print advertising we noticed a significant drop-off in response if the same ad was run over a few issues, even if it was placed in a prime position. This is because people get ‘print blind’ to the copy. Over familiarity literally makes the ad invisible.

I think the same is about to happen (if it hasn’t happened already) with shoe-horning the C-words into every headline. People will skip them or miss them altogether.

Try and mix up your angles and approach the same topics from a different perspective. Ask specific questions in your headlines that will be a) found by the search engines and b) will demonstrate that reading your answers will deliver RSVP-wise.

And vary your formats. Experiment with long (articles) and short (blogs and FAQs) form content. Break articles down into top tips. Even try a bit of video – after all 70% of people would rather watch a one minute video than read a one-page article.

And better still, varying your formats means it’s easier to keep them coming as you can reskin, repurpose and repackage the stuff you’ve already got which makes the whole process that much easier to manage.

If you’d like to discuss how you could refresh your content marketing, please email us today and we can find a convenient time for a call.

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