The Main Blogging Goal Drives the Content

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When first setting up a blog, a client will often ask, “What do I blog about?” It’s a great question, and it often gets answered with a huge smile. That question begins the discussion that defines the blog’s BIG IDEA or main blogging goal. In almost every case — business or education — the goal is the same one.

The purpose of a blog is to put a human face on the enterprise, to let the people who are the “customers” know that real people are there working for them.

That is why it is important to choose a blogger readers trust. The blogger is the living proof of the goal.

The goal, then needs to be defined one step further to include the needs of the readers.

• What is it they care about?
• What do they want to know?
• Why do they read the blog?
• What do they wish for, desire, want?
• Do they come for information on existing products?
• Do they want to know how to troublshoot problems?
• Do they want to be part of something bigger than they are?
• Do they want to do all of the above and more?
• Do they care about the things that the enterprise assumes that they care about?

It’s the blogger’s role to offer them posts in the first few weeks of blogging that begin to get answers to these questions — answers in the form of which posts gain the most readers and comments, which posts get read most often over time. As days go by the blog will begin to show a picture of what is important to readers. That will make a data bank for the blogger to mine.

The conversation, even though word may not as yet have been exchanged, has begun.

Liz Strauss

Liz Strauss

 

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