Blogging: You’re doing it wrong?


Most of my time with Upward Media is spent looking at small businesses and how they’re using their online identity to well – identify with their target audience. When it comes to blogging, so many of them are doing it wrong.

I think there’s the idea that because a blog is a quick-and-easy posting tool (or it should be) that it’s the best way to update your readers or subscribers with news about your organization. I believe that if you have a product or sell a service, then news about said product or service needs to be an extremely small part of your blog. Relegate it to a category, not a major portion of the content.

A blog is not primarily a news tool. To be effective, a blog needs to be primarily an engagement tool. People don’t subscribe to your blog because they want to see the latest changes and updates to your product or service (unless you have a blog specifically dedicated to that). By and large, people subscribe to your blog for your experience and wisdom. Really. If you’ve been doing what you do for awhile and others want to learn more about it, it’s a great chance to share your wisdom with your readers. If you just solved a unique problem for a customer of yours, it’s a terrific way to share your experience so that they can learn from it. Or maybe they found a different way to solve that problem and want to comment on it.

Think about it – what good does it do to shovel out useless information to a captive audience? Truth is, if you’re not engaging them, they won’t be captivated for long.

Take some time this week to think about your blog (if you have one) and what you can do to turn it into more of an engagement tool that drives your readers to do more with your business – and I don’t just mean buy more stuff.

1 Comment

  1. Lessons by Heart on June 7, 2013 at 11:25 am

    This is so true. When I began Lessons by Heart, I used it as an update for the book I wrote by the same name. After a couple of months, realizing that the world wasn’t waiting with baited breath for my “all-important” updates, I quit posting. It sat idle for four years – achieving a single “follower” and a whopping 426 visits in that time. I began blogging about my experiences with Jesus on March 26 of this year. To date, I’ve gained over 400 followers, from 38 countries, and have around 4,000 views. It is more important to use a blog as a means of engaging people – with the occasional update. What a difference!

    Your articles are an excellent resource. Thank you for pointing me in this direction.

    Through Trailblazers I’m trying to figure out what I could do that would be a ministry that I could engage my readers in – encouraging them to live beyond themselves. I’m not sure what that looks like, yet. I believe that God will show me the direction I’m supposed to go in His time

    (Note: the “Follow me on Twitter” dialog box on this page covers part of the comment box. What gets typed under it is a mystery until it’s posted.)

    God bless you for your work here, and your heart for Him

    Praise Jesus!