If there’s one thing we now have plenty of it is content. Whether good or bad, most of us are exposed to someone’s content on a daily basis and if your job is anything like mine, you’re feeding on content sometimes for hours a day. For bloggers, a good portion of your day may be spent creating content. Planning what content you will present to your readers is an essential part of developing the direction and voice for your blog.
One of your primary goals in creating content for publication should delivering content that is both relevant and useful. It’s sometimes referred to as value added – the value your content adds to the lives of the reader. I think at this point, it is common sense to assume your content should be something that people want to read. It is something people are looking to find.
There are three things I like to remember about blog content.
#1 – The first is that everything on your blog is content. From the text you write to the tags you choose, from the buttons and links on the site to the architecture and design of the site. If you’ve ever landed on someone’s site and found it fun to look at but impossible to navigate you understand how important the design of a site can be. Tools like the search function, tags and categories, images and media are essential in telling the reader precisely what your blog, and subsequently your business, is all about.
#2 – Speaking of, your content should reflect your business consistently. If your blog is part of a site that showcases LEED-certified snarfblats then your blog should reflect that sentiment. Steer clear of ambiguous content that leaves any room at all for guessing what you and/or your organization are all about. Stay on-task and monitor trending topics. You want your blog content to support meaningful experiences for users.
#3 – Planning helps. Be deliberate. Remember as a blogger, you’re managing an ever-increasing inventory of content. It helps to develop a calendar of the content you plan to create – whether for one month or one year. Planning your content helps you to streamline your company’s messages. It also saves you from inundating readers with frequent occurrences of the same content and keeps you from creating content as an afterthought. Schedule your topics and themes. Include a chart of product mentions, books references and trending topics.
At its core, the content of your blog is designed to connect your audience to your business or product. Defining precisely how your content will do that ultimately determines the success (i.e. effectiveness) of your blog.
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