The Internet is overflowing with blogs. At last count, well over 100 million blogs are being tracked by Technorati. With so many blogs out there, it’s important for writers to understand the purpose of their blog. That’s why I’m posing the question: what’s the point of your blog?
Blogging with No Purpose…
It’s safe to say we’ve all come across blogs that seemingly have no true purpose other than to take up space. Blogging simply for the sake of blogging won’t allow you to reap the benefits of this powerful communication tool.
Many of the pointless blogs I’ve seen come from clueless companies who seem to be blogging out of obligation. More than likely, someone at the company read an article about web 2.0 and how important it is for companies to take advantage of blogging and other social media tools. So, they started the blog because it’s what they’re “supposed” to do, but it never gains any momentum because it lacks direction and purpose.
Blogging for Search Engine Rankings…
Some people blog to achieve high search engine rankings for their target terms. While I certainly think it’s wise to optimize your blog, your sole purpose shouldn’t be search engine placement. Like I always say, what’s the point of getting great search engine rankings if your content is terrible?
Don’t ignore SEO on your blog, but don’t just publish post after post of keyword-stuffed, filler content either. Remember, what sets a blog apart from traditional static content is the interactivity. A blog can’t be successful without a dedicated following of interested readers. That’s why it’s crucial to place a premium on quality content over all else. If your content is compelling and optimized, you’ll get both high search engine rankings and a lively community.
Blogging for Self-Promotion…
Obviously, one of the end goals for your business blog is to increase awareness of your company. By writing quality content that attracts inbound links, you spread your brand to thousands of readers across the Internet. However, that doesn’t mean you should treat your blog like traditional marketing collateral. In other words, don’t stuff it with self-promotional, hard sell content.
Why? Because that’s not how the blogosphere works. Do you honestly think people will subscribe to and link to your blog if every post is just a pitch for your services or products? Of course they won’t. It’s about giving your readers informative content that gives them a reason to keep coming back time and time again.
Are You Adding Value?
At the end of the day, the fate of your blog is tied directly to the amount of value it adds to the user experience. If you publish content with no true purpose or passion, you aren’t adding any value and you’ll never have any success with your blogging. On the other hand, if you make it a priority to write engaging, insightful, original content, you’ll significantly increase your chances of reaping the benefits of blogging (inbound links, authority, higher search engine placement, brand recognition, etc.) Quality is the bottom line!
So, what’s the point of your blog?