Darren Rowse, of Problogger, spoke at Social Media Marketing World about, “Blogging Strategy: How to be successful by being meaningful.” He said that bloggers have to deal with “the challenge of noise” from all of the other blogs. He shared there are:
- 74 million WordPress sites
- 48.7 million posts on WordPress alone
- 63 million Live Journal blogs
If you are a blogger, you can see how much you have to compete with to get your voice heard and your blogs read. How can you combat that and rise above the noise? Darren shared these trends that you may want to implement into your blogging strategy:
- More posts
- More curated posts on your blog
- Repurposing of content
He cautioned against creating “cotton candy” posts — those that are light, airy and not much substance. To combat that he said you should, “not chase eyeballs but chase hearts and minds” of your readers. Even with all of the blogs that are popping up every day, a blogger with a strategy can make a difference and garner attention. How? By writing posts that:
- Are of high quality
- Have soul
- Have meaning
- Bring lasting change
If you can do that, you can build authority and trust and break through the chatter. How can you create a meaningful blog? There are several ways, including:
- Picking something that is meaningful to you
- Choose something that is meaningful to your readers
- Get to know your clients and give them what they need/want
A “meaningful” blog makes you feel differently; it makes you think differently; it might even make you act differently. If you’re looking to make your blogs meaningful, he advised crafting a mission statement that includes your answering these questions:
- Who are your readers?
- What are their needs?
- How will they change from having read your blog?
Is your blog meaningful? Are readers coming to you because of your authority? Does the content you offer change their lives? (It doesn’t have to be an overarching life-changing moment, but can be a shift in mindset or a different way of looking at an old problem).
Another way to be meaningful is to “pick a fight.” Determine your blog’s purpose and what you stand for, and against, and write about that. Use your content to create meaning. Take your reader on a journey from Point A to Point B with Point B having changed them.