What to Blog–and NOT–Blog About (And Why)
Us bloggers are a fun school-like bunch: There’s the sartorial gals, the even more stylish guys, the newbies, the geeks, the (wannabe) cooks, the manic pixie chicks, the populars, the lame-os, the funny ones, it’s really never-ending.
What I’m about to say will sound revolutionary but it’s really not: What makes those cliques easy to distinguish is not necessarily the tone of their blogs, or their sense of style, or even their recipes’ ingredients.
Sure, many would think that, but that’s not really the secret behind their success.
What makes them interesting and memorable is instead their use of a really simple business tactic.
BACK IN THE DAY, PEOPLE USED TO BARTER
Think of the Middle East centuries ago–Aladdin time. Back then there were bazaars, amazing markets where “buyers” and “sellers” traded goods: A “seller” would give you something and you, the “buyer,” would give them something–not money–back.
Of course, the transaction would only be successful if the buyer was able to give the seller a good the latter wanted: Say I want a yard of silk and Amy has the silk I want. I say, “Amy, I want that yard of silk. I’ll trade you this handmade bib for your future baby–it has a cute embroidered C.” Amy then flips out and goes, “YES! OK TAKE IT!”
Ca-ching!
But what if I had offered Amy a giant boa constrictor? She would have thrown it on my face and kicked me off her stall leaving me sad and silk-less.
That same concept applies to the successful blogs you and I have come to adore.
BLOGGING = BUSINESS (REGARDLESS OF YOUR INTENTIONS)
FOR INSTANCE, “H” DOESN’T GET IT
Take H, a real–name changed, obvs–mommy blogger whose site is merely a collection of “Here’s what I’ve done” and “Here’s what we’ve worn” posts.
*Yawn.*
You know the kind: They just put stuff out without caring about its utility. They also think of their blogs as literal web albums and post ENDLESS amounts of people-less pictures you have to scroll and scroll through to get rid of that post and THEN you have to keep scrolling to recover from that motion sickness.
I used to both follow and comment on her blog–we went to school together at some point–but I stopped many months ago because a) she never replied to my comments; b) she never commented on my blog; and c) the repetitive repetition of her repetitiveness got to me.
I broke up with her blog. (We also had an interesting falling-out. In a nutshell, being a mom doesn’t make anyone’s schedule more important.)
BUT “T” GETS IT
Now take T–name not really changed–a comedian-in-the-making who blogs about life in Chi-town with her boyfriend and their adorable dog. T, a very funny gal, has a rather unpredictable style where she doesn’t always post useful things.
In fact, she sometimes posts outfit shots not to brag about her style, but rather to mock it (even on the instances where she actually looks cute and unassuming). She’ll also never post recipes, opting instead for sumptuous, Chicago-size restaurant dishes she and her guy often eat. I can’t stand food pics, but hers have funny captions and look oh-so-good!
But my favorite of T’s posts have to be the ones where she either shows snippets of her stand-ups (mark my words: the girl’s going places) or talk about the trials and tribulations of becoming an actress/comedian.
Yet for every “me” post T writes, there are more “you” posts–you know, like with blogging tips and such. (Maybe the ratio is inverse but what I’m trying to say is: She doesn’t always write about her and she doesn’t always write tips. Instead, she’ll go between “you” and “me” posts because that’s how she rolls and her mixture works.)
Beware, though, because I don’t 100% love T’s blog for one simple reason which is, ironically, the main point of this whole post.
AND “A” ALSO GETS IT
My friend A is a married fur momma who just bought a house with her husband. Surprisingly, she could have a LOT of “Here’s what I’ve done” and “Here’s what we’ve worn” posts.
But she doesn’t! Instead, she and/or her husband talk about finances (my fave topic because as Millennials, we need good tips and theirs are great) and she’ll share some of what she’s learned from her marriage and even reasons for why she loves–and sometimes struggles with–married life.
Granted, as a single lady, I may skip most of her marriage posts but I do value that she wants to (unwillingly) be a role model for other newlyweds who share her faith and/or circumstances. (Plus, she’s a sweetheart.)
SO WHAT SHOULD YOU WRITE ABOUT IF YOU WANT SUCCESS?
Think of your readers as shoppers. What do you look for when you shop? (No, not sales!) We look for quality, variety, and a healthy cost-benefit ratio (How many times will I get to wear this $400 dress? Once? No, thank you).
That’s what readers “shop” for online: Quality posts that are different and make them feel like the time they gave your blog was worth it.
[Check out my Resources page for guides and tips on making your readers stay.]
AND HOW DO YOU GIVE THEM THAT?
Easy: Take a look at some of the words I italicized in this post:
Meaningless
Always//Doesn’t Always
Caring about utility
Need
There’s your key:
[Tweet “Don’t write meaningless posts that have no utility.”] Posts that are all about you, you, you are yawn- and “da*n, she just wasted X minutes of my life”-inducing. That’s no good.
Instead, opt for blogging about topics that people need NOW. T will sometimes do this: She’ll write about the “X mistakes that every blogger makes” and such. Sometimes I’ll click on them thinking I, despite having been blogging for a few years now, will learn something new. Turns out the post didn’t teach me anything other than to not feel like I have to click on that post next tikme.
However, I’m in the minority. In the words of Gary Vaynerchuk, people’ll eat that sh**.
And it’s true! Those posts from T get tons of comments from fellow bloggers that apparently were just born yesterday. (Kidding! I <3 new bloggers!) The same thing happens with A: I may not identify with many of her posts, but doesn’t mean others don’t because those where A discusses marriage things also get plenty of engagement. (And in case you were wondering, H never gets any comments.)
Keep in mind, though: Your posts don’t always have to be about/for your readers–these are our “web logs,” after all, and they rightfully deserve a healthy does of “me.” That’s what makes T and A’s blogs work so beautifully. They don’t just make their authors come across as girls you wish to know in real life; they also have a great combination of posts shock full of tips audiences will find useful.
What do you think? Do you also incorporate a mixture of “you” and “me” in your blog? Do you think you need to? And would you argue that monetization impacts what you write about? (E.g., A and T monetize their blogs, whereas H doesn’t. H has started doing some reviews here and there, but she doesn’t do linkups or participate in the blogging community whatsoever. Again, she’s all “me, me, me.”)
LOVE this post!!!! (and thanks for your kind words, it made my morning)! I’ve been looking forward to this week’s #wedo and it’s already such a success ;) I think a lot of people struggle with the balance of what to write about. I love to read about what people are doing in life, but I also want to learn something from a post and I want to leave the blog feeling inspired. That’s how I’ve tried to determine how I should write my posts :)
Yay! I’m glad to be of service!
You know, that’s exactly how you come across in your posts so it’s so awesome to know you set that out to be your mission from the get-go. It shows! That’s what I strive for as well.
Keep it up and here’s to a successful July “We Do”!! (Can’t wait for your post on Fri!)
Love the post!!
Thank you, Amanda! The one you wrote on Pinterest was also great. Thanks for contributing!!
As always, I’m not disappointed about how brutally honest you are in such a loving way. It’s quite entertaining. :)
But this is all so true! I was trying to play that game where I’m trying to guess who you are referring to ;)
Hahahaha you’re hilarious; thanks so much, hon! And it’s funny b/c that “A” DOES totally sound like you but (in case you haven’t figured it out yet)…….it’s not, hehe. (It’s actually the gal who commented on here first.)
LOVE co-hosting this series w/you! XO
Excellent tips! I feel like I’m definitely struggling to figure out how to engage readers without losing myself and what I’m interested in during the process. Will keep these in mind!
xox
giedre
Hey girl! OK so before you take any drastic measures, I should have put a disclaimer on my post w/something on why perhaps creatives–whose sites/blogs can be collections of their work more than anything (like yours!)–don’t reeeeeally need a well-balanced ratio of ME/YOU posts. (Or maybe I just really enjoy all your ME posts ;) so I unconsciously left it out?) That’s why, as I see it, it’s OK for you to want to take a break from your portfolio posts to talk about yourself once in a while.
However, given your talents as a rad photographer and your hometown, perhaps YOU could add some posts on Photography 101 or Chicago 101 or heck even Wedding Planning 101? I bet those would draw even more traffic as current and potential clients would be like, “Wow she’s sharing her tips!” Just my two cents :).
Glad it was helpful nevertheless and thanks for commenting!!
Great post!!! It really stands out from most other blogger tips posts I’ve read. I think H is still in the mind space of what blogging was back in 2003-2009 time range. Blogging really was though of as a weblog. It wasn’t really meant to contribute anything per se. It was just about writing and documenting. That was it. Things have changed a lot!! As a blogger who has been around during those times it was really hard at first to see things changing and I’ve been a little bit resistant because sometimes change is not appreciated at first. I do not think of my blog as a business but people who do think of it that way are doing better in the “blogging world” then those who don’t. Also, back in the day there really was no “blogging world” we just blogged so now that there is I do want to be part of that but it’s been hard to change that mind set. I’m finding a bit of a balance but it’s a work in progress!!!
That is so true! I forgot about the evolution of the weblog so that’s good that you brought it up b/c you’re 100% correct. Back in the day, ME-ME-ME was the norm, but now, not so much. Readers expect the occasional useful thing. (Maybe unless you’re a celeb but any sane person would get tired of their constant stream of braggy posts anyways.)
PS- Love the pink gym gear! I work out at home but I nevertheless try to look cute *just in case* (I’m single so I want to look good in case I need to go out afterwards!). And free weights intimidated me at first too but guys like Tony Horton and Shawn T. have shown me the way so now I’m great and can look like I know what to do! (12-15 reps is the key.)
Thanks for stopping by!
Very glad I read this post :) I love your blog.
And I’m very glad you stopped by :). Thank you!!!
I found this post really helpful. I have a goal this month to figure out my blog brand and have enjoyed your tips. I am hoping to figure this all out soon and grow.
Ashley, if it helps, your blog’s great! But I get what you mean. Happy you found these helpful and thanks for your comment!
This is really good advice. Especially the “me” verses “you” posts! I am working on that balance as well! Thanks for sharing!
That’s amazing, Shana! Happy to hear and thank you for stopping by!
Si, to all of the above, and Si, Babushka does them all. Because being old and menopausal I can. ; ) BB2U
AWESOME! Muy orgullosa, BB! Thnx for coming!
Hi there, I found your site via Amberly & Joe, and I love this post! I think we all have friends like H–my additional pet peeve is that they usually feature creative punctuation and even more “creative” grammar. Anyway, reading this reassured me that hopefully I am doing an OK mix of “me” and “you” posts on my blog. Thanks!
That’s rad; thanks for letting me know and nice to meet you, Holly!
Ugh I can’t stand that much “creativity” either :/. Oh well! Hope they learn to see they’re doing it allllll wrong.