My friend and colleague Paul Chaney of Radiant Marketing Group, has an excellent post today on driving traffic to your blog. He also references a post by Jane Genova on Blogging - Post-Revolution.
Essentially, blogging is "growing up" and you're going to have to be very focused on creating quality content to attract your target readers. From Jane's post:
So, to be taken seriously, the postings will have to be clearly differentiated from all the other "stuff" out there. Call it niche marketing, or as marketing expert Jonah Bloom declares in his AD AGE column, not being everything to everyone. Thanks to niche marketing, reports Bloom, Ben & Jerry's - with its clearclearclear brand identity - spends 25 to 50 percent less on marketing itself than does Haagen-Dazs.
That now-must differentiation can come in almost an infinite number of ways: Really provocative/controversial content. Information that can't easily be obtained elsewhere. Brilliant analysis of events, trends, personalities. Authorship by a celebrity such as Donald Trump. Dogged persistence in following a topic. Passionate commitment to a cause or to a corporate function such as customer services, quality, design (e.g. GM's Robert Lutz). And so on.
Bold is my emphais.
Content is King. Write what you know. Write what you're passionate about. Let your readers know who you are and what you can do for them. As Paul says "be reader-centric". In marketing lingo: it's not about you -- it's about your client (customer, reader, visitor).
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