Here’s the thing about blogs -- unless you’re using them properly, they’re serving no purpose other than taking up space on the web, acting as an online diary, or amusing an handful of friends and family. This is known in the business as “blogging for show.” Now, if that’s what you’re looking to do -- though it’s hard to imagine why you’d just want to take up space on the Internet -- then more power to you. But if you want your blog to make you some money, bring in new business, or establish you as a thought leader, you’ve gotta take the next step.
And what’s the next step? Well, it’s painful for most, but your blog has to be about something. If it’s going to be about how hard your homework is, so be it, at least it’s about something. But that’s not going to get you anywhere. It has to be about something that other people are going to care about.
And how do you find out what other people care about? By reading other blogs, of course. Find out what people are reading about, what they’re passionate about, what gets them riled up, and then dive right in.
But the point we’re always harping on at Solidus is that content is king. If you’re going to write a blog, aside from all the other considerations, the content has to be well-written, it has to be relevant, and overall, it’s got to be good. These points all seem self-evident, but so many blogs (and websites, for that matter) lose sight of the importance of good content so fast that we end up with a glut of bad blogs that no one reads. But look at that as an opportunity -- in a sea of mediocrity, your blog can be a shining beacon. Just do everything to make sure that it is.
By Steve Boudreault