With the widely available and mostly FREE web log services, such as WordPress and Blogger, virtually anybody with opposable thumbs and an internet connection can create a blog. In fact, more than 100 thousand new blogs are created every day. To that, I say, “!” But why would anybody care? What does your blog have to offer? How is your blog different? In the words of Janet Jackson, “What have you done for me lately!?”
Your blog is for your audience. Write for them!
Consider this: People might know about your company. They might even buy your product. But why on earth would they want to follow you? You cannot simply advertise yourself over and over. You have to know your audience and you have to know their needs.
Ask yourself, “About what subjects, related to my brand, is my audience passionate?”
A commonality must be found between your brand and your audience’s interests. Find something niche and specific and write about that. Consistently. In order to have a successful blog and web presence, one must also find the middle ground between “targeted and specific” and “repetitive and boring”. Make it interesting! It can be tricky, but people love consistency. People need to know what your blog is all about. If it isn’t consistent, their following won’t be either.
The key to successfully publishing content online is to have a clear and meaningful content strategy.
This Boxes and Arrows post, Content Strategy: The Philosophy of Data, by Rachel Lovinger, discusses, on a basic level, the need for and the concept of content strategy. Written in 2007, at a time when “this whole thing” was relatively new, Lovinger, a professional content strategist, says, “…the main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences.”
She also says, “As website functionality has increased and web users have become savvier, sites have had to meet the demand for sophisticated interaction and more content to support it. But simply more content won’t do; it has to be accurate and relevant. It has to be meaningful.”