Why Writers Should Be Like Portfolio Managers
When you write your first book, blog post or magazine article it’s all new and exciting. How will it be received? How many people will read it? Will it lead to any exciting opportunities? You’re taking a step into an uncharted territory. Most people have a purpose with taking the plunge, however, most often that purpose won’t be fulfilled with the first product launch. Especially as a short form writer, you might need to write a lot to start gaining any kind of traction. So you keep on going and until you have a bit of experience and a portfolio of products. Maybe you have a small following that can’t wait to see what you turn out next. You know that it’s not the individual product that will make or break you but that they all contribute to the totality. Now enter me. I started writing for real more than two years ago and not long ago I had my 100th blog post celebration which you can read all about in “What If I Never Pressed Publish?”. So here I am writing my quarterly post to report on my progress and I realize how I have moved into a different phase of my writing. I’m not really a writer anymore. I’m a portfolio manager. A portfolio manager of blog posts.
What do you mean you’re a portfolio manager?!?
It doesn’t mean that I don’t write anymore. In fact, I still write every week and I’ve even been invited to participate in a book project since February. So the writing is definitely not slowing down. What it means is that I now have more than 100 blog posts multi-posted on different platforms (you can read about the battle of the social media publishing platforms in another recent post here) that need to be maintained because opportunities could just as well come from old posts as new posts. In fact, it’s less than 63% of my views that have come from posts I’ve published this year. A post like “Financial Analyst vs. Finance Business Partner” has gotten almost 2,000 views this year despite being published in September 2015. My past seven posts have landed less than 1,500 views. Of course, there are a lot of dynamics at play here but the fact remains that my older posts are getting a significant number of views. Re-sharing an old post can easily lead to 100 new views in a