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Don’t blog for the sake of blogging

If you’re a regular reader of the Writing Web Words blog, you may have noticed that there was no new post last week. It wasn’t a coincidence. For whatever reason, I didn’t have a particularly important point to make, so I held off rather than just blog about nothing.

 Ironically, doing so called to mind a point worth writing about this week: having a point.

Are you still following me? While it’s important to keep your site relevant  with up-to-date and relevant content, which could include blogs, you have to be careful not to simply blog for the sake of blogging. If you don’t have an organized message or point to share, you may actually decrease your site’s user engagement and risk turning readers off.

So how do you ensure you’re giving your readers a quality message, not just quantity?

1. Use the inverted pyramid structure. Make sure you at least hint at the main point of your blog post in the first two paragraphs or blog summary. As you probably know, most journalists adhere to this standard (except when writing in-depth features that tell chronological stories). Bloggers should hold themselves to the same standard. Assume your users don’t have a ton of time and want to get the gist of your post quickly.

2. Have a clear – and new – message. Don’t repeat yourself. Make sure your blog post adds value to your site and its visitors by providing some new and relevant information.

3. Make sure your site addresses your target audience. Sticking with the word “relevant,” it’s not enough just to have an important message. It must be a message that matters to your target audience. I have plenty to say about the Toronto Maple Leafs but that doesn’t mean I should write about it on this blog, which focuses on web content development and online copywriting. It’s the service we offer, so we best be blogging about topics that fall under that umbrella!

4. Don’t forget about the call to action. Technically, you’re not making a sales pitch in your blog post but, if you have a message to give, you clearly want your readers to do something with it. Sending them off to go forth and prosper is a great way to end a post. In fact, I’ll do it now:

The next time you blog – take a good, hard, look at this list. It’s a major step toward ensuring that your target audience consumes quality content and it further establishes you as an authority in your given business sector.

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