Ah, Social Media. That beast we love to hate. It sucks away our time with cat videos and political rants. Despite our misgivings, we post, share and blog. Why? If you’re an Indie author, you pray those posts lead to new readers and more sales. Do all those countless posts and shares really work? It depends.
Let’s take a closer look at blogging. Conventional wisdom suggests we blog in order to build our platform. We set up our fancy blog sites on WordPress or some other provider we like. Publishing our first post gives us a little thrill. Then the readers start swarming the site, devouring each and every word. Yeah right. Reality: We post our first, second, third…tenth post to a trickle of views.
By the show of virtual hands – how many of us dropped from blogging once a day/week to maybe every four months or so? Inconsistent blogging is a waste of time. You’re better off deleting the site and focusing on a venue you enjoy.
I write two blogs. This one (Deep Thoughts and Junk or DTJ) and a corporate blog called, “Bright Spots.” One is very successful and one is doin’ okay.
Let’s look at DTJ first: I’ll be totally honest. I started this blog, because a marketing book told me I should. The first few months were focused on information about my books. While my friends and family may have tolerated boring introspections into my writing life, not many others did. Perplexed, I gave up on conventional wisdom and started blogging about everything under the sun. I came to enjoy blogging and have managed to post once a week for the past few years.
Now to the corporate blog: I manage a social collaboration platform for my organization. My team consists of marketers, communications folks, Techies and project/ community managers. These talented folks are experts in social media and collaboration. They know the ins and outs of pulling readers to sites. The success of my monthly blog, Bright Spots, came as a bit of a surprise to all of us. Each time I post this interview format blog, it gets an impressive amount of views, likes and engaging comments.
What’s the difference? I don’t have the magic answer to social media or blog success, but here is what I’ve observed:
Know your audience:
Bright Spots is a corporate blog. I share a common experience and interest with my readers. My topics are focused on our commonalities
DTJ’s most viewed posts focus on Indie Publishing stats and advice. My “author’s wanderings about the world” don’t do as well.
Know the mission of your blog (in one sentence):
Bright Spots – “Highlighting new and creative innovations within the organization to promote collaboration and improve employee engagement.”
DTJ – “Provide encouragement and insight designed to help Indies become successful.”
How about you? Why do you blog? What is your blog’s mission?