I have been really enjoying the conversations lately on #blogchat, hosted by Mack Collier (@mackcollier) on Twitter. The weekly Sunday night chat is wrapped around blogging, and this past week was specifically geared towards monetizing your blog. Why do we blog? Seriously.
Businesses and organizations use blogs for many reasons, but I think it is specifically to position themselves as thought leaders in a specific discipline or arena. It is a great way to have an immediate position on a topic or ideal and generate traffic when audiences are looking to consume information. The ulitmate goal, drive traffic to your “mothership” in the hopes to gain some monetary goal or position a viewpoint to raise some awareness.
My wife has been blogging for over two years. She has no reason what-so-ever to gain any type of moentary position from her posts. She used it as an outlet when dealing with the loss of her mother and our two children. It has become her outlet to articulate thoughts, connect with others, and theraputically sooth the soul.
So why do we blog? I honestly think…we as humans just want to be heard and we want to connect with like minded individuals. Whether it be gaining business from our thoughts or connecting with loved ones, we use it as an outlet to organize thoughts.
So why do we as business owners blog? This is why I am writing this post. It is more than just the SEO perspective. It is more than gaining business from blog posts…even though we will not admit it. Blogs are a place to articulate our thoughts and help us keep focused in our business. This iterative process requires time and thought to critically think, “why are we dedicating time to an outlet in the hopes to generate cash?”
Blogging takes focus! It requires us as business leaders to write a mission statement for the blog. The blog is our sounding board for business, our credibility platform to justify to the world we know what the hell we are talking about. It requires us to define a goal for each post and justify whether it warrants a post, then focus it to specific key words that closely align with our business objectives.
Blogging is our creative outlet to work through creative ideas. Through this online discourse, we find ourselves creating an argument for a great project, a great proposal, a great business plan, or even just get some responses on an idea.
Some of the smartest marketing gurus and most successful business people have successfully found a focused voice in their blog. They have a community of followers, a one stop focus group (or usability testing facility) for ideas and thoughts. They have used their blog as a platform to successfully write their business plan. We should learn from them…because it has probably taken them lots of time and diligence to refine their blog, their online business plan.
Big-box business have a hard time wrapping their heads around how to “monetize” a blog because the voice is way to big. They are having to go micro and use individuals within the organization to focus the objectives. But…they use other marketing platforms to generate their own equitable “SEO”.
Our thoughts are our voice, if focused they will engage those with like minds. When you hear the heavy blogging gurus talk about focus…it is more that just focusing the blog, it is focusing the business of writing the blog.