Blog Smart Outline, and Thoughts on Content Strategy

Earlier I mentioned Dave Taylor’s upcoming workshop in Boulder on May 5, Blog Smart. I’ll be attending that event, and I encourage people interested or involved in blogging for their organizations to attend as well.

Dave just posted the course outline. It looks good. Can’t wait! One item on his outline especially intrigues me…

Toward the end of the session, Dave will be covering this topic: The Future of Findability: It’s ultimately about compelling content

YES!!! I’m so glad to finally see a business blogging course that mentions this crucial point! So many discussions of business blogs are focused on various strategies for marketing, customer relations, sales support, revenue models, etc… However, blogs are about content!

If you’re starting any weblog, but especially if you intend for a blog to support your organization, you need to consider content strategy right up front. If your content isn’t inherently worthwhile, no one will link to your site or to your individual blog postings. And in the blogosphere, traffic is mainly about inbound links.

Some people might say that blog traffic is all about feeds (that once people subscribe to your feed they’ll keep returning), but I think that’s a secondary effect.

It’s usually an inbound link (from another blog or site, or passed around via e-mail or discussion forums) that gets people to your blog in the first place. People only bother to mention your blog if the content is particularly noteworthy or relevant – ideally (for you) in a positive light.

In my experience, blind hits from search engines are a small component of blog traffic. It kills me when I see people obsessing about implementing keyword-heavy “search engine optimization” strategies for business weblogs – often resulting in clunky, off-key content. That kind of thinking is soooooo 20th-century!

For a weblog, it’s far more important to consider what people (especially your target audience) will want to read, rather than what computers (such as search engines) will rank highly. Big difference.

I’ll be curious to see how Dave addresses this point. I’ll definitely be discussing it more later here.

2 thoughts on Blog Smart Outline, and Thoughts on Content Strategy

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  1. Thanks for your note, Amy. I think one question that trendy blog advisers need to be asking is “what happens when blogs become so commonplace that they are the next Web page?” The answer is: it will, again, become all about content, about unique, compelling and interesting material that draws people in and keeps them coming back (and coming back might mean ‘subscribing to an rss feed’, but we’re still in the infancy of these technologies, which is why we’re still talking about specific technologies by name…)