This guest post is by Danny Iny of Firepole Marketing.
Blogging is dead.
In fact, if you ask some people, it was never really alive.
Sure, there are a gazillion blogs out there, and sure, some of them have tons of followers and make lots of money.
But let’s face facts. Most of the blogosphere consists of ghost blogs with single-digit audiences, about topics that nobody really cares about. Most blogs make zero dollars, and even cost the owners money, as well as lots of time.
So really, it’s just a matter of time before the world wakes up to the reality that blogging is dead, or was never really alive, and returns to the comfort and security of print newspapers. Right?
Umm … no, not really.
I don’t think blogging is dead, and I’d like to think that I wouldn’t make such blanket statements about anything (I’m not a big fan of Twitter, but I recognize that as being my opinion, rather than the gospel truth). The above was a quick caricature of the crotchety, ain’t-never-getting-on-board-with-this-blogging-thing sort of naysayer.
And it’s nonsense. Not just because this is “That Work” – SLG, and if you’re reading this, then you probably disagree with almost everything I wrote. But because you’re a smart person, who knows that absolutes like “blogging is finished” or “Facebook doesn’t work” may be right for some people in some contexts, but can’t be right for everyone in every context.
So let’s try another absolute on for size. Tell me how this one grabs you:
Blogging is awesome.
In fact, it’s so awesome that I find it hard to believe people still waste money on anything else!
There are loads of blogs out there with tons of followers making lots of money—these aren’t just hypotheticals, There are tons of easy examples that come to mind, like Problogger, Copyblogger, and Firepole Marketing (okay, so Firepole Marketing isn’t in the same league, but watch this space!).
Sure, there are some ghost blogs out there, but that’s just a testament to how incredibly accessible the world of blogging really is—there are practically no barriers to entry, which means that anyone can do it, and anyone can win big.
Blogging is the ultimate level playing field, and it’s just a matter of time before the whole world wakes up and realizes that blogging is where it’s at. Right?
Umm … no, not really.
There really are tons of great reasons to be blogging. Here are just a few, off the top of my head:
- Blogging is rewarding. It feels really great to write a post that you know is solid, and then have people read it and agree in the comments.
- Blogging is educational. To keep on putting out good content, you’ve got to be reading good content, and thinking about interesting things. This makes blogging a powerful learning experience.
- Blogging builds community. For your blog to do well, you need to connect with others like you. They will have experiences that you share, and that is the start of community. This isn’t just a web 2.0 buzz word—community provides support and momentum, which are both critical resources.
- Blogging builds credibility. Creating solid, relevant content on a regular basis is a great way to communicate to your audience that you know your stuff.
These are good reasons, but they aren’t the only ones—I’m sure that with a bit of time, you could come up with five or ten more to add to the list!
But rather than expanding that list for several pages, I want to discuss one terrible reason to blog: all the cool kids are doing it.
Too many people start “me too” blogs, because it seems to be the thing to do. Everyone and their sister has a blog, so you should, too. It’s the magical path to freedom and riches, right?
Just because others are growing an audience and making lots of money doesn’t mean that you will. At the same time, just because others aren’t growing an audience and aren’t making a penny doesn’t mean that you won’t.
Each person, blog, and situation is different, and you can’t just copy-paste someone else’s successes or failures onto your life.
So … should you be blogging? Let’s explore that in a slightly roundabout way.
Back to business school
I think it’s safe to assume that if you’re reading “That Work” – SLG, then you’re after an audience, money, or both.
Let’s go back to business school for a moment, and talk about your business model. Fundamentally, your business model answers two questions:
- What are people going to pay you for?
- What will you do to make them want to pay?
Now, whether they’re paying you in eyeballs or dollars depends on what is important to you. Either way, getting them to do it depends on giving them something that they want.
And how do you know what they want? Well, first you have to know who they are—who are you writing for?
I read somewhere that when Stephen King writes a novel, he has a specific reader in mind—someone that he knows. When the novel is done, he gives it to that person to read, and if they like it, he knows he hit the mark.
Now, if this were a post about writing, then I’d talk about how you should be thinking about a specific reader for each and every post—how to make sure you’re writing what they want to read, using language that will resonate with them, and so forth. But this post isn’t about writing (but leave a comment if you want me to write that post!).
Where does your tribe hang out?
This post is about whether you should be blogging. So here’s what I want you to do. First, choose the person that you’re writing for. See them clearly in your mind, and don’t continue until you’ve got it.
Second, ask yourself this question: “Do they read blogs?”
If the answer is yes, then great. But for too many blogs (read: the ones who never hit the traffic numbers that they want), the answer is no. Like an organization for anarchists, they’re targeting an audience in a way that the audience will never respond to—even if the audience would love all their stuff if only they read it.
It takes courage to admit it, but if that’s you, you have two options: write for a different tribe, or write somewhere else (wherever it is that they do hang out).
Let’s say that the answer is “yes”—they read blogs. The next question is: “What blogs do they read?”
That’s the answer to where you should be commenting, engaging the community, and guest posting.
Who is that one person?
It all comes back to that one person that you’re writing for. Take the time to think about who that person is, and what they want to read. No complicated tricks or frameworks—if you know them, then you know what they like, right?
So who are you writing for? Who is that one person? What are they like? Do you know who that one person is for you? Share it with me in a comment…
Danny Iny is an author, strategist, serial entrepreneur, and proud co-founder of Firepole Marketing, the definitive marketing training program for small businesses, entrepreneurs, and non-marketers. Visit his site today for a free cheat sheet about Why Guru Strategies for Blog Growth DON’T WORK… and What Does!