Chris Brogans- What is the Focus and Purpose of Your Blog
I was digging through some of my archives and came across this article from Chris Brogan, one of my favorite thought leaders in the social media arena. It is about the focus and purpose of your blog.
Chris starts by suggesting that you, “Ask yourself that question: what is the focus and the purpose of my blog? Is the purpose of your blog easy to define? What are you aiming towards accomplishing with it? How are you testing whether or not you’re reaching your desired effect?”
Next, he tells the story of his blog history and brings you up to date.
“When I started my blog many years ago (it skittered across several domains before I landed in “real” blog software), it was for fiction. I wrote stories. Then, I wrote about fitness and nutrition. Then, I wrote about self-improvement. Then, I wrote about new media. I went from that into writing about social networks and social media, and then eventually, I moved into how businesses could use social media to improve.
What am I writing about these days? Human business. It’s essentially the idea that relationships and human-shaped experiences serve business much better than cold marketing and afterthought customer service.”
Human business, now that’s an idea that can catch on. At Social Energizer, our philosophy is based on this same principle. Finally, Chris helps you define what it is that you need to do.
“Your blog is a media property. It’s also a tool that allows you to build relationships (should that be of interest), to notify and inform (if you like telling the news), to reflect and react (if you like being a commentator), to report (if that’s something you enjoy doing), or a tool to educate, instruct, or establish thought leadership. It can be a call to action, a lead generator, a showcase for your talents, and many other things.
But your community (or your audience, if you’re not as close to them) is there with an expectation. They are seeking whatever it is you’ve been offering along the way. They want your best, and they want your material to enlighten, entertain, inform, inspire, or any of several other functions.”
One thing Chris doesn’t mention in his article is SEO (Search Engine Optimization). Sometimes gaining better SEO can be the main purpose for writing a blog. Consistently changing content on your website will affect your search rankings with the major search engines like Google, Yahoo! And Bing. Initially, I think small business owners care more that customers find their websites, then that they are ‘engaging’ with them. It’s sort of the chicken and the egg thing.
What is the focus and purpose of your blog? If you need help defining it and applying it? Give Social Energizer a call. Our focus is on small businesses. Our purpose is to help integrate inbound marketing techniques into our clients’ current marketing plans.