Blogs are everywhere. Everyone has one. I’ve said this more times than I’d like to admit, but “everybody and their cat has a blog.” Literally. Just go type “cat blog” or “funny cat pictures” into Google. Personal blogs were supposed to revolutionize online communications, democratize it, and give everybody a voice. Now the problem is making yourself heard above all the other people who are talking.
One way you can rise above the crowd is by being new and original. Originality is the currency of blogs, social networks, and just about anything else taking place online. People want fresh new content all the time. They want something that they’ve never seen before. If you can give it to them, then you can get their traffic, their business, or whatever else you are looking for.
Bringing Something to the Table
The state of the modern social networking world has been described as a cocktail party. People flit around from guest to guest, exchanging pleasantries, making catty comments, and then they go off somewhere else. Blogging is sort of like that too – people will read many different blogs in the course of a week, month, or even day! But unlike the “cocktail party” analogy of social media, people want something more substantial from blogs. That makes them more like a dinner party or a potluck.
That might seem like a long metaphor, and maybe it was, but I did it for a purpose: if blogging is like a potluck, don’t sit down without bringing something to the table. That is to say: don’t just make blog posts for the sake of putting up content. While it’s true that readers tend to stick with blogs that post fresh new content on regular schedules (more about that later), they will quickly get tired of your writing if it’s not fresh, new, and original. You need to be saying things that no one else is, or looking at an old subject from a new direction.
Before you post anything, ask yourself: does this need to be said? If the answer isn’t an emphatic “Yes!” then don’t post it. Look for something else or some other way of expressing it.
Keeping It Fresh
Social media has an extremely short shelf life. Blogging less so, but there are still advantages to be gained from jumping on a fresh news story in a timely fashion. Try to keep some flexibility in your daily/weekly schedule to allow you to take advantage of trending stories and topics. Again, like I said above, make sure that you are adding something to the conversation if you’re choosing to blog about a recent topic.
Similarly, there’s no shame in discussing the same or similar topics numerous times over the course of your blogging career/editorial cycle. Especially if your website has a very narrow focus (ie hiking, camping, etc.), then you can’t help but come back to topics you’ve already discussed. However, be in touch with your past writings. If you’ve written five articles in the past two months about hiking using barefoot shoes and you have the urge (or the need, for keyword reasons, etc.) to do another article, make sure you take a good hard look at what you’ve already written. If you haven’t done any list-style articles in a while, branch out and do one. Consider an interview or a product review if your past content has been more news-type. Get creative!
What Makes You Different?
Every blogger is unique. Even though many of us approach the same or similar topics, we all come with different backgrounds, experiences, etc. that affect how we deal with the stories we write. Your articles and your blog in general should highlight to the reader what exactly makes you different from the rest of the “blogosphere.”
If you have a hiking/camping site, maybe you highlight the fact that you are an ergonomics researcher in your day job, so you’re constantly looking for the most space-efficient gadgets and well-designed pieces of equipment. If you are employed as a chef, but have a similar outdoors/camping/hiking blog, consider highlighting your culinary skills while out in the field. These are the ways you market yourself to make your writing more impactful for your audience.
Consistently Publish High Quality Content
This has been mentioned many times, but having a steady, stable publication schedule for your original content will keep your readers coming back. This is just as important as making sure that what you have to say is meaningful and original. If your readers like what you have to say, but have no idea when you will be saying it, then it’s hard for them to keep checking back in with you. No one likes that feeling of checking a website for updates, only to be met with the same old content. It’s like setting a date with a person you really like: you arrange when to meet again so that you both know what’s going on. Think of it that way with your publication schedule and your readers. You want to see them again, don’t you?
Varying Your Content Types
I mentioned this a bit before, but introducing different types of content: lists, interviews, product reviews, firsthand accounts, video segments with analysis, and many, many more options can all be great ways to keep your blog vibrant and keep your customers coming back and engaging with you repeatedly. If you run a shopping cart reviews website, don’t just provide reviews of top e-commerce software, instead also provide your readers with head to head comparisons, suggestions for setting up their online store, interviews of successful ecommerce entrepreneurs, and more. Adding in guest blogs also helps. While it’s not your writing, it is original and different.
Conclusion
Everyone is different and unique and has something to offer to the wide world of blogging. The key is to figure out what that something is and how you can make the most of it. Unfortunately, that’s sometimes easier said than done. However, if you commit to finding new stories, new angles, and saying what no one else is, then you can take the first steps you’ll need to differentiate yourself from the blogging masses and keep yourself ahead of the curve.
