Blog Gumbo: The Right Balance of Ingredients for a Tasty Blog

Beto Molinari
by Beto Molinari on May 5, 2014 in Strategy
Share on Twitter Share on Linkedin Share on Facebook

blog gumboFor you Cajuns out there, here is a path to bon temps on your blog. Mais yeah, there are many types of content, some of which should become a common component and others which should be used sparingly. Prepare your editorial calendar as you would a gumbo and you should have the right amount of each.

Now, dig in cher, and start turning out the content like Paul Prudhomme turns out blackened redfish: with a little bitta rice and a whole lotta spice.

You Start with a Roux

The roux is the foundation of many, many Cajun recipes just as basic content that will comprise a high percentage of your blog. These posts contain highly relevant, evergreen blog topics that are quickly and easily stirred up.

By paying attention to the questions your customers ask, the topics relevant to your industry that trend in social media, and what your sales people report as common concerns, you should be able to develop a number of posts addressing these areas.

These are the posts composed of:

  • How-to lists
  • Shared and curated content
  • Tips and tricks
  • Lists of resources

Add the Cajun Trinity

Just as onions, celery, and bell pepper add some slowly digestible fiber to the ètouffé, you need content that will add flavor while providing food for thought. This is the content that will show your company as a thought leader in your industry.

These types of posts are in-depth examinations of significant topics that take time to think about and fit into existing knowledge. They flesh out ideas that have been more simply stated in other content or provide a master class in one of your products.

Peel the Shrimp, Crawfish, and Crab

Time to add the typical Cajun protein source; this is the valuable content that takes time to prepare. Just like peeling and deveining shrimp, separating crawfish meat from the tail, and cleaning crab this content requires more of your attention to get rid of the shell and expose the meat.

These contain research and analysis of industry data and information that establishes your point of view. It’s also been called Big Rock content: unique content on a large scale. It will require multiple links and have a number of discussion points.

A Drop of Tabasco and a Pinch of Red Pepper

These are the condiments of choice in the Cajun kitchen but need to be used somewhat sparingly. Spicy content is provocative content, meant to get the comments section jumping with alternate views. You’ll want to provide links to support your strong statement to light a little fire beneath a complacent audience.

You don’t want to do too many of these. A little spice goes a long way. Your readers won’t mind engaging once in a while but they mostly want to be able to relax and read some great information and stories.


And now for a little something sweet to finish off the meal. Every so often you will want to have a little fun in your blog. Maybe you can poke fun at yourself, a time when you made a mistake and the results were pretty hilarious, at least in hindsight. This would be a good time to curate some funny images and cartoons related to your industry. Or create a list of the crazy requests made of your company.

In other words, there is no need to be serious, or snarky, all the time. A fais-do-do is the perfect end to a work week spent in the salt mines (like the ones near Avery Island, home of Tabasco sauce).

Whooeeee! Now that’s a recipe for the best Blog Gumbo, I guar-on-tee. Don’t you be a couillon, you. Start chopping the Trinity and peeling those crawfish. You have an editorial calendar to build.