This is Week 10 in the 10 Growth Experiments in 10 Weeks series. We’re running 10 experiments to see which growth strategies are the most promising for Kiip’s business model and current state. Follow us on Twitter to get more marketing updates.
With a little additional effort, blogging has doubled the results of our growth experiments over the past 10 weeks. For example, our infographic got 4,000 views and the post about the infographic got 1,500 views. A 40% increase in traffic just by writing about the process.
In the above chart, “experiment views” are the number of people directly affected by the experiment. For “Week 6: Organic Twitter”, 400 is the number of new followers I received and 163 is the number of people who read the blog post about how to get 10 Twitter followers a day. For “Week 4: Infographic”, 4000 is the number of views the infographic got and 1431 is the number of people who read the blog post about how to make an infographic. It’s not a direct one-to-one comparison, I know, however it shows the scale of blogging compared to the respective experiment. Even if the experiment itself failed, writing about can become a success.
The benefits of blogging go beyond additional reach
If additional reach isn’t enough to sway you into blogging, I’m happy to say that it’s the least valuable of blogging’s rewards. The three benefits that make blogging worthwhile for me are reflection, clarity of thought, and credibility.
Writing a summary after each growth experiment forced me to understand the challenges and merits of each test. Oftentimes in a growth environment, we are more interested in what’s next rather than what went wrong. By writing a reflection, I was better able to learn lessons from previous tests and apply them moving forward.
Clarity of thought
I don’t know if I understand a subject until I write it down. Ideas are often siloed in my mind. But by writing them down, I can find logical connections and form a cohesive statement. This sharpens both strategy and execution moving forward, as I clearly understand how the pieces fit together.
Cold outreach is lightyears easier when you can point to your work. Rather than abstractly claiming I have knowledge of a subject, I can now directly link to an eBook on mobile commerce best practices, or a series on growth experiments. It’s much easier to help someone seeking advice who has a tangible product, since it’s clear the person has put in effort and is serious about improvement.
Blogging is a daunting task. It’s not easy to put your name on a group of words and express yourself honestly. But if you decide to take the leap, the benefits are there to catch you.