Though blogs can range from the more personal dear-diary style of blogging, usually written in an opinionated first person format, to topical blogs, each on various subjects or specific topics, there often arises, in both forms, the question of what exactly it is one should be blogging about.
Before beginning to write, it is always a good idea to plan out subjects and categories. Keeping things organized before you begin writing will help both with structure and content later on in the process of composing your blog post. Know that each post’s content doesn’t need to relate directly back to your business or come full circle in a narrative or conceptual sense, but it is important not to stray too far away from a logical line of reasoning, and most importantly, from a point or larger concept that drives the post. Having a structure that is easy to follow does relatively little when there is no focal point or resulting meaning to take away once clients have finished reading.
Writing content that is relevant is essential to a successful blog. Whether the content is instructional or simply informative, it should be something pertinent to the client. Approach topics from the perspective of an average person who may be interested in them. Keep content fresh and significant. Blog posts should be casual—formality is far from a necessity, in fact it could be said to be the exact opposite—but ultimately stay on point.
Know your Topics
Many often question whether what they have to say is something that others will want to hear, what you should keep in mind that the Internet is full of niches for all eclectic interests so there is likely to be an audience out there for you. This is exactly why you should write content about what you know. It is helpful to consider that whether you are sharing tips and tricks on a topical blog or infusing a sense of character into a more personal style blog, you are the authority and the expert on issues concerning yourself, your business and its products. However, writing content that focuses too heavily on the specific or internal details of your agency can be hazardous as well. Try to stick to topics that are relevant to your business, and to readers, but in various ways. Google’s official blog, for example, does not simply pitch products or catalogue the inner-workings of Google as a company, but references relevant topics and current issues.
Aim to Entertain
Since the majority of people who read blogs do so voluntarily, whether they are regular followers or just stumbled upon a post, most of the task of drawing people in has already been done. Thus, less emphasis can be put on writing for a group who needs to be convinced to read your blog in the first place or preached to about a product in a menial or trivialized manner. Instead try to maintain the reader’s interest by creating an environment geared to entertain. Assume that the people who are coming to your website want to be amused, informed, or have their thoughts provoked, in short, assume they want to be entertained. Include ideas that are compelling with a writing style that is enjoyable, without being too extraneous or dry. Inserting personal anecdotes, first person voice, and humor are not the enemy, but use such writing tactics as jumping off points to access the greater topic at hand.
If you are still unsure in what to blog about or need help further incorporating your blog into your Internet marketing plan, you may want to consider hiring an Internet marketing agency.