By Kento Fukuyasu
In this vast online world we live in, everyone seems to have a blog or two or three or more. The technological leaps that made online interactions quick and simple have also given everyone a voice. This is both exciting and terrifying for you as a marketer. Word of mouth can spread across the globe in a blink of an eye regardless of your company’s efforts or intents. In such a fast-paced, complex world, starting a blog can make you feel like a fisherman entering a crowded pond competing to catch the same fish. To provide some perspective, statistics suggest that there are approximately 2 million blog posts posted online everyday. So you might wonder, “How can I possibly reach my audience when there are so many other, more capable people posting at the same time?” Or you might ask, “How do I write a great blog that stands out from millions of others?”
Even in a crowded fishpond, it is usually the one who’s at the right place at the right time using the right bait that catches the fish. The fact that there are many other lines in the water, doesn’t automatically eliminate your possibility of catching the fish. So, before writing, consider these questions.
Understanding the answers to these questions will provide insight into how to position your blog in terms of look & feel, functionality, content, tone etc.
Once you know what fish you’re after and where they are, you now have to determine how to approach it. Is the pole too short or too long? Is the line to thick or too thin? How deep is the water and will I need to wade in? In blogging, it is important to choose the platform that you can comfortably operate and manage. After all, if you are spending your time trying to figure out how your tools work, you are spending less time fishing in the water. The following are a few suggestions for blog platforms.
Now that you can get to the fish, it is up to you to make the best presentation. And perhaps, this is the most important point. If your content does not appear delicious to the fish, it will not bite. The same is true in blogging. With SEO, PPC, Social Media Marketing techniques and others in mind, in the end, you are still writing to people. And if your content does not appeal to the people, they will not convert. So, with that in mind, how do you produce great content that is delicious to our audience? Let me illustrate using another analogy.
How are diamonds and charcoal the same? How are they different? The answer is, they are both made from the same element, carbon. What makes them different is how the carbon elements are bound together. Though carbon elements themselves can be ordinary and commonplace, yet bound a certain way, they can become something extremely valuable and even beautiful. This tendency is true in other aspects as well. We find certain things to be interesting because of how they relate to us. It is the connections and relationships that interest us, even though the subject itself can be as ordinary and commonplace as carbon. And when it comes to ideas, things are delicious to us when we discover new connections. So, here is the secret: Find and make meaningful connections. That’s what makes your post stand out in the end. And that’s the magic that transforms the ordinary into an extraordinary.
There are so many aspects in writing a great blog. And quite honestly, this post merely scratched the surface. But perhaps the most important thing in fishing as well as blog writing is that you can’t catch fish unless you’re in the water. Try the best you can with what you know, and let the fish (or your audience) teach you the rest.