Did you know that writing multiple blog posts on the same narrow topic will help you teach your readers better, keep your audience on your blog longer, sell more stuff, and build authority?
Many bloggers avoid writing about the same topic more than once.
They think that once they’ve covered a topic, they can’t go back to it. They’re afraid they’ll bore their readers or something.
But I actually believe the opposite – I think it’s not only okay to write multiple posts on the same topic, it’s essential.
And there’s no way you’ll bore your readers by covering the same topic twice. If they already love your blog, they’ll want to read more. And most people will have missed your previous post, anyway.
Here are 7 reasons why you should absolutely cover the same topic more than once.
1. People learn through repetition, so writing multiple posts on the same topic actually helps your readers.
You may think that readers will be annoyed by reading about the same topic multiple times, but you are wrong.
In order to learn, most people need at least a couple of repetitions of the same material. When I was a teacher, I needed to repeat the same concepts a couple of times before my students internalized it.
It’s the same for your audience. Because of your level of expertise, you may think that one post is enough to convey a concept, but most of your readers aren’t experts like you are, so they need multiple exposures to the information.
Think about it like riding a bike. Did you get on once and know how to ride perfectly? No. You needed practice.
It’s the same for your readers. You can help them by giving them new tools and perspectives on a single topic.
2. Your readers will stay on your blog longer to read all of the similar posts.
When your blog provides multiple posts on the same topic, your readers will have more reason to stick around.
If I’m reading a post on how to make an incredible cup of pour-over coffee, for example, I am more likely to click to another post about it than I am to read a post about how to make French Press coffee.
That’s because I am trying to master a very specific skill, and I want to read many posts on that topic. Even though a post on French Press coffee is related, it’s not exactly what I’m looking for.
Even if you’re writing about a narrow topic, you can still find new ways to approach it.
There are so many ways to encourage your readers to stick around when you write about the same topic multiple times.
- Include links in your post back to other relevant posts on the topic
- Create a specific sub-category for people to find all of your posts on the same narrow topic
- Use a plugin that prompts readers to check out posts with similar categories to the one they’re already reading
3. You will grow your authority by showing that you intimately understand your topic.
In order to be seen as an authority on a topic, you need to cover it in great depth.
For example, when I think of vulnerability I think of Brene Brown. She’s written multiple books on vulnerability and did a TED talk on it that millions of people have seen.
By focusing so deeply on vulnerability and courage, she’s become a world-renowned expert on the topic.
I know a lot of bloggers who write about a topic 2 or 3 times and then get bored and move on. But if they would just stay the course and go deeper into their topic instead of switching to something else, they would start to become known for their expertise.
4. It builds momentum toward selling products or services.
Blogging is a powerful medium for selling your stuff.
As I mentioned above, when you write multiple posts on the same topic, people can learn more from you. So they start seeing you as an expert. So they begin seeking you out and asking for your help.
That’s when your blog goes from being a hobby to being a business.
First, you learn a lot from your readers on what they care about – what they want to read about more, what they are struggling with, etc. That information is essential for guiding you in knowing what products and services to sell.
And second, once you have those products and services out there, and they are based on your readers’ input, you already have an audience that is ready to buy.
5. You can reuse the same opt-ins again and again.
Opt-ins are little gifts you give your readers in return for their name and email address. (See mine at the top of this page.)
The best opt-ins are ones that directly tie to your blog posts.
Think about it. When you read a blog post that is about how to blog consistently, wouldn’t you rather get, say, a planning guide to help you make the most from the post, instead of a random blogging checklist that has nothing to do with what you’ve just read?
If you cover the same topic multiple times, the same opt-in will be relevant to your readers for each post. That means that you can use the same gift over and over again and still have lots of people opting in.
It’s less work for you and more value for your readers.
6. By writing about the same topic from different angles, you achieve different goals.
I know lots of bloggers use the acronym AIDA to guide their writing. AIDA stands for attention, interest, desire, and action.
When you write many blog posts on the same topic, you can achieve a different goal each time.
Here’s my example from my series of posts about how to define your voice:
One post can get people’s attention by providing a tutorial on a specific topic, say, elements to think about when defining your voice.
Another post can spark their interest by going even deeper into the topic like this post about the steps you need to take to define your voice.
Yet another post can activate their desire by explaining why it’s important to define your voice.
And another post can encourage people to take action by emphasizing the awesomeness of a course on how to define your voice.
(Okay, so the last one is a sales page, but you get the point.)
Do you see how each of those posts, even though it focuses on the same topic, approaches it from a different angle, both from the learner’s perspective, and from my perspective as a blogger? If I just published one post on defining your voice, I would be missing out on lots of opportunities to help my readers and to interest them in my course.
7. You can go deep and write posts that make an impact.
The more posts you write on the same topic (as long as they are all useful and unique), the closer you get to writing something that truly makes a difference.
I have noticed that when I sit down to write about a new topic, my first instinct is to approach it in a very common way. For example, I wrote a post last week on how to write tutorial posts. It was your basic 7 step post.
But if I were to write another post on the topic, I would have to stretch a little. I’ve already written the basic post, so I would have to go deeper. Maybe I could write a post on how to write a really compelling introduction to a tutorial post, or a roundup of a bunch of tutorial posts I’ve loved, or a guide on how to create a great graphic for a tutorial post.
All of those post ideas have probably been done less than my initial post, which, let’s be honest, has been written before, albeit in different ways.
Here’s my challenge to you:
The next time you sit down to write a blog post, write it about something you’ve written about before. Push yourself to look at your topic in a new and different way.