MappingTheWeb //

I have read numerous books, articles, and posts stating why every person and company should have a blog. Obviously, I’m a huge advocate of blogs, otherwise I wouldn’t be here. I think they have a tremendous number of advantages and they’re a great way to get your message heard. However, every blog needs an underlying strategy and focus. Preparation and planning is key. There must be strong reasoning as to why anyone or any company would launch a blog. This vital communication tool cannot be abused or taken for granted.

I know there are many people out there thinking of starting a blog. Some may even be reading this post. Well, here are some things to consider before making the plunge. Here are the reasons you shouldn’t start a blog:

• Fame and glory: If you have dreams and aspirations of becoming a top blogger known around the world, then you’ve got your priorities in the wrong place. The purpose of a blog isn’t to fulfill your personal needs, but rather the satisfaction of your readers. Therefore, write for them, not yourself. Blogging is a ‘journey’; becoming a top blogger is the ‘destination’. If you concentrate on the journey, the destination will take care of itself.
• Regurgitate content: If you simply plan on re-publishing others’ content in your own words, don’t bother. Para-phrasing cannot carry a blog. With every post, you should be providing a unique voice and perspective. Re-hashing news and unoriginal content does not constitute the basis for a blog.
• Personal diary: Ok, first let me re-phrase this. Don’t start a personal blog/diary if you want to acquire a large reader base. If you are simply looking to reach out to friends and family, then by all means do so. But… to be quite honest, if you want to generate a considerable amount of traffic, then do not blog about your personal life and your daily happenings. Nobody really cares. I am being truthful, rather than rude. Posting to a personal blog is like having baby pictures. Only you really care… and maybe a couple of friends and family members. But anyone who doesn’t know you will have a hard time relating. Instead, choose a niche topic that people can relate to on some level. The only people who can write a personal blog and gain massive readership are celebrities. Mark Cuban and Seth Godin are good examples, although even they blog mostly about universal topics.
• Financial rewards: If you intend on making a lot of money with a blog (at least initially), then you will be unpleasantly surprised. Even some of the more popular blogs that display ads will only gross a couple hundred dollars a month. But don’t plan on even making that much for awhile. Monetary compensation should be considered a bonus.
• Corporate marketing: Although a blog is a great place to discuss product features and announce news, do not cloud your messages with corporate hype. Blog readers are not naive individuals. They will instantly sniff out ill-intentioned material filled with marketing messages. Creating this type of content is not in your best interest. Injecting some level of optimism and enthusiasm is acceptable, but there is a fine line. Provide an objective perspective wherever possible.

Just some food for thought… 

Personally, I blog because I want to provide a new perspective on web trends and technology. Receiving feedback regarding how a blog post changed someone’s perception on a given topic or helped them in some way is what brings a smile to my face.