Internet Marketing Digital_marketing_for_dummies | Page 133

your own statistics is the way to go. That said, don’t ignore other resources altogether.
Consider pulling together stats from multiple locations to create a very solid, well-
rounded statistics post.
Ultimate guide post
The ultimate guide post is just what it sounds like: a detailed, comprehensive post on a
topic in your niche. An ultimate guide post done right is an article that people will
bookmark and continuously return to, so don’t skimp here — take your time and deliver
the definitive post on the topic. This type of post helps to bring people back to your site,
establish you as an authority in your market, and prove that you know what you’re talking
about.
The idea behind the ultimate guide is that the reader shouldn’t have to go anywhere else to
gain more information on this topic. This post will be long, with thousands of words, and
many figures and examples. If people can read and digest this post in ten minutes, it’s
probably not the ultimate guide.
Series post
Look for opportunities to break a topic into a series. An exceptionally lengthy or complex
piece (such as the ultimate guide post) is a good candidate to be broken into parts and
distributed as a series post.
Announce in the introduction of the post when readers can expect the next article in the
sequence to be published. Also, you should have set days when you publish the series. For
instance, make it each day over the course of a week, or every Monday over the next
month. By announcing and having a set time frame, your readers know when to expect the
next part, which helps to maintain engagement in the post. Be sure to link these articles
together as you publish them. That way, if people miss the first or the second part of the
series, they can easily find the post(s) needed to catch up. Figure 6-2 shows an example of
a series post from the health club chain LA Fitness.