Churn and Burn Blogging – Should You Do It?
So, last time I said that I would be covering ‘churn and burn blogging’ in my next post. Now, for those who know me well enough you may have actually worked out what I’m going to talk about. Either way, I hope that you’ll get value from this post.
So then, what is churning and burning and how are some bloggers applying it to their blogging?
Churning and Burning
The churn and burn approach is one that is sadly too often used in the Internet marketing arena. What it usually refers to is the quick-fire launching of product after product with little to no substance or support, almost like a machine simply going through the motions on a production line.
This strategy is implemented by people who clearly have little to zero interest in their subscribers and customers and whose priority is getting money in the bank by almost whatever means necessary.
Now don’t get me wrong – this doesn’t always necessarily mean that those who take this approach behave dishonestly or even provide low quality products although, sadly, this is often the case. But what is always true is that those who adopt this strategy are missing the point and are focusing on the wrong things.
They are focusing on the end results (usually money) rather than focusing on how/why they are going to get there. This is a very dangerous strategy because it blinkers them as to the finer details. By this I mean the things that are really important – things such as quality, honesty, integrity, openness, giving value, putting others first, helping people and so on.
Whilst there’s nothing wrong with having a monetary goal, focusing on this as your prime motivator will almost certainly result in frustration and, ultimately, even failure.
However, I’ve noticed something – the churn and burn approach isn’t found only in the selling of products, but also in blogging. I’ve been blogging now for just over two years and I’ve seen the approach many, many times.
Churn and Burn Blogging – a Definition
When I talk about ‘churn and burn blogging’ I’m referring to taking the same kind of approach to it as those do who employ the churn and burn approach to sales. Let me give you one possible scenario:
Mr. X has a blog. He sets everything up, puts a few ads on there, maybe an opt-in form and sets about writing his first post. He’s not sure what to write so he decides to find a royalty-free article that he can maybe switch around a bit and slaps that on there.
So Mr. X gets hold of some article spinning software that takes content, changes things around and publishes it periodically, all on autopilot.
Now before we go any further, I just want to point out that, done correctly, this kind of system can, apparently, serve a purpose when it comes to SEO and backlinks. I can’t comment on the merits of these almost ‘dummy’ blogs because I have never done this, but I have it on good authority that things like this can work for SEO purposes.
Putting aside the SEO side of things and thinking of actual, proper blogging, we’ll assume that Mr. X is someone who wants to make money online, wants an online presence and has heard that a blog is a good way to do it.
So, Mr. X has his blog, his auto-posting content, his ads and his opt-in form. He’s all set, right?
*Insert comedy tumbleweed and sound effect of chirping crickets here*
“Blogging is an outdated strategy and doesn’t work!”
“It’s impossible to make any substantial amount of money online without investing the same amount of time and money that you’d invest in a traditional offline business. Anyone who says they make money through blogging is lying.”
I have actually seen those comments (not word for word, but you get the idea) and many more like them myself.
Here’s the thing: whenever I’ve seen comments such as those come from people who actually have their own blogs, there’s always a common denominator: the churn and burn approach.
- They never create their own content. Okay, this could just be an assumption, but the stuff is so sterile and lifeless that it has to have been some generic, spun content. The difference between a person’s own thoughts and something that they’ve taken off a shelf and spun usually stands out like a belisha beacon.
- I have never seen them commenting on other bloggers’ blogs.
- On the rare occasion someone comments on their post, they never reply.
- There is absolutely nothing engaging about their blog.
In other words, they clearly expect to be able to just whack up a blog, knock out a load of lifeless, sterile content, not bother to engage with their visitors, not bother to put themselves out there and connect with other bloggers, yet get subscribers and make money by doing this.
Is it little wonder that blogging isn’t working for them? As for those who try this approach and are under the impression that you have to invest the equal amount of time and money as you would in a ‘bricks and mortar’ business in order to get anywhere, well I pity them. Not in a patronising sort of way, but because I genuinely feel sorry that they just don’t seem to ‘get’ it.
Look at someone like John Chow. He’s made a lot of money through blogging. Sure, he has a lot of other stuff going on in the background, but everything is primarily connected to his blog and it was through this that he got his break.
Another fantastic example of a top-notch blogger is my blogging buddy, Ryan Biddulph. He went through a period of time when he was puttiing out blog post after blog post after blog post. Pretty much every day he’d have something new. However, he wasn’t just spewing out garbage. Every single thing he put out contained value and was 100% him. Furthermore, he engaged with his audience and established relationships with people.
These days Ryan seems to have steered away from that rapid-fire approach, but his ethos is still the same – he always gives massive value and always engages with his visitors. Additionally you’ll always find him knocking about on other people’s blogs, leaving thoughtful, insightful comments, sharing and contributing value.
Just recently, I myself was astounded to discover that I’ve been included on Inspire to Thrive‘s list of “15 Bloggers to Make You Think in 2015 and Beyond“. I say “astounded” because to be featured alongside such people as Don Purdum and the aforementioned Ryan Biddulph just blows me away!
Now, I don’t mention the above to blow my own trumpet or to make out that I’m anything special.
That’s not my style.
But as I said earlier, I’ve been blogging for just over two years. During that time I’ve had to learn the ropes, make adjustments and improvements, I’ve made mistakes and I’ve had things go wrong. But throughout I’ve always endeavoured to be myself, to be honest, to give value and to practice what I preach. Could it be for reasons such as this that Lisa featured me on her list? The bottom line is I’ve clearly made an impression and I’ve been helpful in some way, which is what I always strive to do.
Can You REALLY Make Money Through Blogging?
I don’t claim to be a blogging expert. And I’m not raking in millions as a result of blogging. But I am NOT using the ‘churn and burn’ approach either. I only ever post content that I feel would in some way be beneficial or interesting to you, my dear reader.
Well the above quote can be applied to blogging. How so? In that, if you don’t have anything of value to post, then don’t post just for the sake of it. It’s better to wait a little and post something of value than to post garbage and turn people away.
This, along with such things as engaging with my visitors, engaging with other bloggers on their blogs, answering e-mails, sharing other bloggers’ content and so forth, is part of my blogging ethos.
Well, for one, I have recently been featured on a ’15 to make you think’ list, as mentioned above.
I have a growing e-mail list.
I made my first EVER sales online as a direct result of blogging.
I had my first four-figure day as a direct result of blogging.
I recently made multiple thousands of dollars in around 10 days. Guess how? That’s right – as a direct result of blogging.
So blogging is an outdated strategy that doesn’t work? Yeah, okay – if you’re doing it wrong then sure.
You absolutely have to spend the same amount of time and money to build an online business as you would with an offline ‘bricks and mortar’ business?
Piffle, balderdash and codswallop! Again, if that’s holding true then you’re doing something wrong.
I have to emphasise that not all results are equal and I cannot make any sort of guarantees as to how anyone will succeed or as to the kind of results they may get.
But what I do know is that my approach works.
I want visitors? I get them.
I want subscribers? I get them.
I want to make money? I am doing so.
It’s all a work in progress, but it’s a strategy that’s working and one that I can scale up and build upon.
This isn’t theory, folks, it’s what I have actually done and am doing.
Again, I say none of this to draw attention to myself or cite myself as being some kind of mega guru. But I just despair when I see people use a ‘churn and burn’ approach and then wonder why it’s not working for them.
It takes work, of course it does. I have yet to find a magic, push-button, overnight, set-and-forget system that works. If one really exists then please tell me, I’d be fascinated to learn about it. But I’m not going to hold my breath…
What I do know is that having a proven, actionable strategy and system in place does work. I’ve tried it myself and I have seen the results. Could I have tried harder and done better? Heck, yes! But whose fault is that? Mine, of course, just the same as it’s the churn and burn blogger’s fault he’s not seeing results.
At the end of the day, you have to stick to one thing, apply yourself and take consistent action. You can’t expect people to just fall over themselves to find your blog and take whatever action you wish them to take without laying the groundwork, tending the soil and fertilising your crops, so to speak.
Look, there’s a reason why people like John Chow, Ryan Biddulph and others devote time and effort to blogging – it works, plain and simple. Done the correct way, I hasten to add. Approach blogging in a half-baked way and you’ll get half-baked results.
But What if I Don’t Know What to Do?
So you like the idea of this blogging lark but you’re not sure how to put everything together. Well why not subscribe to my mailing list? You’ll get immediate access to my free e-book in which I talk about exactly what I have done to get to where I am.
Additionally, you will also get a free course via e-mail that goes through the stepping stones to getting started with your very own online business.
Thirdly, there’s a complete beginners course that I’ve been working on for some time now. It’s loooooong overdue but I’ve been working on it a lot recently and am aiming to have it live any day now. In fact, once I’ve finished this blog post I’ll be back to working on the course.
This course will take even the most newbie of newbies by the hand through the steps needed in order to get themselves started with the absolute basics. Never set up a blog before? This course will show you. Don’t know your URL from your CMS? This course will show you. And guess what? Yep, it’s free too!
So sign up using the form on the right of the page and you’ll get completely free access to all that stuff.
Just how did I learn all this stuff? How did I go from trying and failing with this ‘make money online stuff’ for years and years to making multiple four figures across a period of just a matter of days?
I learned (and still am!) from a mentor.
It’s by putting into practice and using exactly what he teaches that I have finally managed to gain traction and finally get myself moving towards my goals.
If you’d like to get access to precisely the same teaching that I received then just click on the nice banner below:
I really hope that you enjoyed this post and got value from it.
What things do you feel are most important when using the blogging approach?
Let me know in the comments section below, I’d love to get your insights.
Finally, I want to give you something to consider: which is better – a pogo stick Marketer or a trampoline Marketer?
Just what are a pogo stick Marketer and a trampoline Marketer? This is what I will be talking about next time so look out for that. 😉
Until next time,