Blogging strategy: pay attention to how and what you write about

Generally, if you manage to setup a blog on any topic, you may feel that you can blog about anything (within the topic). But is it really so?

When you setup your blog, you have a wide choice of uncovered topics (as your blog is blank, really). But for your blog to be effective, you need to remember a couple of things:

  • stick to your direction in the topic
  • produce quality content
  • choose topics naturally (don’t post just to get in the headlines – you won’t)
  • write naturally (but remember about the keywords)
  • write in your own voice – don’t try to seem what you are not
  • read other blogs in the industry and link out extensively
  • always reply to comments

While you may want to write about just anything, you have to remember your own topic. It has to be broad enough to allow continuous writing, but niche enough for you to stand out. If you are an expert in your field, you can be pretty niche – which is good – you’ll be a leader in that niche topic, most likely.

The importance of producing quality reading and entertaining material can’t be underestimated. Value of any kind is what your readers attend and read your blog for. Value can come in various forms, such as unique, interesting information, industry scoops or entertaining tools, videos, audios, games, etc.

If you plan to get business from your blog, you’d rather stick to the quality side as well, because your potential clients will be looking at your blog first. Not to mention that people do link to interesting blog posts.

Another vital aspect of writing for a blog is the natural approach to blogging. Writing naturally means you choose what interests you (and your readers), write however you want (though focusing on the benefits to the readers may help) and remember about various search engine marketing tactics when you are done.

Though keyword research can give you ideas for content, it is important for your posts not to seem optimized to your readers. If they sense any artificial flavor in your writing, they will be less likely to stay on your blog and recommend it to others.

This doesn’t mean that you don’t need to know your industry, keywords, or forget about your customers, though. Find the right balance between writing only for the humans and only for the search engines.

Yet another aspect of having a blog is socializing. Allowing comments and replying to them shows to your readers that you are a human, that you do care of what your readers want to say and communicate with them. Such a personal approach will allow you to build closer relationships with your readers (and maybe potential customers) and will (probably) foster how well your blog is advertised via word of mouth.

Though having a blog may seem an easy task as the 5 minute installation, there’s much more to it: strategy, effort and persistence. If you are serious in achieving whatever you want with your blog, be it informing the world about a cause, getting clients or advertisers, to be successful, you need to build the internal foundation (blogging strategy) and stick to it.

Download a free sample from my book, Design Fundamentals.

One comment

  1. Thanks for the post Yuri. I do think it’s important that people blog about something because it interests them and not just to have a blog. I think the passion you have for a subject shows through in your writing and it’s easy to spot those faking it online.

    I know I struggle sometimes with how many topics I should cover in this blog. Most articles tend to be either about marketing, specifically search marketing, or web design and development, but other topics do find their way in. And even withing a broad topic such as web design I wonder if I should open up more categories to cover niche topics such as usability and accessibilty. It can be a fine balance and for the most part I just try to write about something that interestes me and I hope someone will find useful. I try not to worry about how to categorize it.

    I agree too about the social aspects of blogging. I know I miss respinding to every comment, but I do try to get to as many as possible. I enjoy connect with the people who read what’s here and want to encourage more people to comment. I kind of get the final word since it’s my site and blog, but I’m certainly not the only word on any topic here. I’m more than happy to be proven wrong and learn something new by someone else commenting here.

    I’m smart enough to know that there are many intelligent people in the world who know things I don’t know. I enjoy hearing and learning from them.

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