Writing a blog takes time, and if you are doing it as part of a marketing strategy (however informal!) for your business, you want that time to turn into readers and potential clients.
Whilst a blog is good for building relationships and demonstrating the person behind a business, lots of irrelevant and/or personal posts won’t work so well to promote your business and products/services.
I have just read a blog post by Penelope who wrote about wasting your time unless you have a topic or focus. She makes the point that you can can use a wide-minded perspective on the focussed topic to keep it interesting, but that to keep people coming back for more they need to know what your blog is about.
Withn each post, it is particularly important to stick to your topic so people can follow the message in each post. And each post should generally contribute to your overall topic – for example, my blog is about business communications and development so posts on email subjects, basic grammar, business resources and blog content are all relevant.
However, I think even a business blog can include the occasional off topic post and stay relevant to their readers. But it really does have to be infrequent to maintain the feel and theme of the blog.
Sometimes, you can find a relevant angle for off topic ideas. For instance, I recently joined in blog action day on climate change – while I believe in helping the environment, it isn’t what this blog is about so instead of writing about climate change in general, I wrote about how I run my business to reduce my impact on the environment and climate change. At other times, I have used personal experiences such as going on cuboree last year and being subscribed to newsletters by ‘friends’ to inspire relevant posts.
Using such personal moments for inspiration
- is more interesting to read than impersonal, almost text book type of posts
- gives you an insight into me as a person as well as a writer
- lets me be creative
- gives me opportunities to blend my personal and business lives
- demonstrates my versatility and real world understanding of my topic
So how tightly do you think a blog should stay to one topic? Does it vary for a personal blog compared to a business blog?
Does your own blog(s) match that opinion?
