Does the 30:3:30 Marketing Principle apply to Blogs?
Posted by Nischala
During one of my initial marketing assignments, I came across the 30:3:30 Marketing Principle – One which I have effectively leveraged in several marketing communications.
So what is the 30:3:30 Principle?
The 30:3:30 Principle suggests that when any marketing material is presented to readers – They immediately became either a 30-second reader, a 3-minute reader, or a 30-minute reader. The principle also goes on to add that a 30-second reader can move on to become 3- or 30-minute readers if the information gleaned in the 30-seconds / 3-minutes motivates / compels them to do so, thanks to:
i) Interesting / relevant / contextual / crisp / catchy titles and headlines
ii) A well written introduction and opening and
iii) Easy-to-digest / appealing / novel / interesting content , articulation and representation (For e.g: Pictures, Tables, Bullet points, Crisp content).
Having been in the blog-o-sphere for several years now, I can’t help but wonder if the 30:3:30 Principle applies to blogs as well..
After looking at the performance of my own blogs, blog analytics, analysis and interpretation – I DO BELIEVE THAT the 30:3:30 Principle applies to blogs as well. In this post, I will explain how and the key take-away for any blogger
For starters, what I’ve realized is that it is critical for any blogger to introspect on the most important question – “WHY WILL ANYONE READ MY BLOG REGULARLY?” – And the most important word is “REGULARLY” – Not for today or one random post which a reader comes across during random online browsing activity – But really a loyal reader of your blogs for months or years or decades to come…[Provided you continue to blog that long J]
1) Is it because they like you?
2) Is it because they know you?
3) Is it because they want to know you?
4) Is it because what you are blogging is relevant in their context?
5) Is it because they value what you publish on your blogs? – It could be your own content or guest posts from others or it could be a content curation exercise!
Whatever be the reason, as long as they follow your blogs regularly – You are doing it RIGHT!
So coming back to 30:3:30 Principle and its relation to Blogging… Here’s the KEY TAKE-AWAY..
Lets just assume that a reader has some-how landed on a post on your blog..What a reader reads on your blog for the initial 30 seconds (30 second reader) translates into whether he / she will continue to read your blog for the next 3 minutes
Takeaway for a BLOGGER – The first 30 seconds is just enough time for any reader to read the title of your blog – So do make sure that the title is one / more of the following – Interesting / Novel / Inviting / Unique / Catchy / Appealing / Compelling…
Moving on, let’s say you did this right! And now the reader has been converted into a 3-minute reader and continues reading your blog..
Takeaway for a BLOGGER – The introduction and opening to your blog is critical. This will determine how long a reader will linger on your blog! Make sure that the introduction is one / more of the following – Engaging / Personal / Relevant / Interesting / Humorous / Surprising / Shocking – In my personal experience, these usually have the best readership
Moving further, let’s say you did this also right! And now the reader has been converted into a 30-minute reader and continues reading your blog..So what can you do?
Takeaway for a BLOGGER – Ensure that the overall experience for any reader on your blog is positive in more than one ways
And while every reader has different things for what they would classify as a “POSITIVE” reader experience, the following are important:
1) About YOU – A short and sweet note about you – Ensure that it is personal and reflective of what you really stand for. Ensure that you use your own name (unless you have a reason NOT TO) and also use a photograph so that people can associate a face to a name. Extra Tip – Do add some humor as if you make your reader smile, the chances are that they will continue to hang-out your blog!
2) Compelling content!
3) Search option
4) Contact Me option
5) Categorization of your content
- Into logical groups and
- Based on a timeline
6) Options to share through Social Media
7) One / More Ways to connect with the blogger
8) Place to comment and last but not least
9) About Your Blog – which should include the following:
- Why you started the blog?
- What you will blog about?
- Frequency of your blogging
- Most Popular content / posts on your blog – in terms of
- Comments OR / And
Moving further, let’s say you did this also right! Many Congrats to YOU.. You just managed to acquire a regular reader to your blog.. who probably will read your blog regularly – and hence can be upgraded to the 300-minute reader..
So are you a 30-second reader or a 3-minute reader or 30-minute reader or a 300-minute reader on my blog? Hoping that you are a 300-minute reader on my BLOG
Leave a comment to let me know…