It was only a couple of years ago that every slide presentation wielded by self-proclaimed social media gurus hailed “content is king”. This later changed to “curation is king”. Today the industry seems to have settled for ‘Ahh! Quick! Post it, post it!’ and most social media sites have been left with a desecrated mountain of link-baits, posts that are just lists of resources or observations, and rehashed content from years gone by.
The secret to standing out in all this noise is to plan:
- Who do you want to speak to?
- What you are going to say?
- And why?
These possibly overly simplistic questions are the main reasons behind why blogs survive, and why others fail. For example, you could be a tourist board who is attempting to lure travellers to a destination; this is your audience. Therefore you may want to write about a tourist attraction, tips for living on a budget or how to spend 3 days in ‘blah’; this is your content. The final point is often the least followed, it is the reason why you are blogging. Do you want to generate higher social media numbers, sell more services or products, and refer traffic to an external link? This is your why. Remember it, this is your measure of success.
Going about this process means really getting to grips with what your blog is about. It may just be a personal project designed to give you satisfaction. If that is the case, enjoy! However, if you are a business or a determined individual, then your reasons may be far reaching. Think about where you would like your blog to be in a year’s time, do you want to make money from your blog, receive products to review, make yourself an internet celebrity? There are no boundaries, choose your direction and run. Blogging is a flexible platform that will allow you to succeed as a small online business, a large multinational or perky individual.
You just need to plan the purpose of your blog (which is another subject altogether) and develop a content publishing process that works for you.