Test blog #1 – What not to do. Van Beusekom
As a favor to my brother, I write a small blog to promote his business’s products: food industry-related items like cuptake towers and cake pop holders. I call it a “small” blog because I don’t follow many of the blogging best practices, mainly because neither one of us is very serious about it, we don’t have a lot of extra time and I don’t do it for pay. I write a blog post every quarter, which I guess is consistent, according to “16 Top Tips from Blogging Experts for Beginners.” But it certainly isn’t often enough to maintain any followers.
Problem No. 2 is that I’m no expert on the subjects of which I write about: fancy cupcakes and cake pops. Since our audience is people who are experts on fancy cupcakes and cake pops, we should have an expert voice. I did try recruiting top bakers in the field to write blog posts about their businesses, favorite recipes, etc., but although some agreed to do it, no one ever followed through–despite my nagging. So, while I know who are audience members are (Tip No. 2), and I did try to get ideas from the audience (Tip No. 1), it didn’t happen as I envisioned it. That’s how I ended up writing the blog myself, and I don’t think I sound very authentic.
I have to mention that our audience is made up largely of very busy small-business owners (bakeries, cake makers), so I’m not sure how much time they have to peruse a blog when they’re trying to order a cupcake tree for an upcoming event.
And that brings me to Problem No. 1: I don’t really write very much at all. Basically, I asked some baker bloggers if I could repost some content from their own blogs, and one or two agreed as long as I give them credit and link to their site, which I always do. Sometimes I find a cool recipe or project online and link to it. I write a nice, creative, enthusiastic introduction, but I don’t bring a lot of added value to the content. I am not writing for myself (Tip No. 3).
The blog is part of the business’s Web site, which is connected to a Facebook account, but that’s the only marketing we do (vs. Tip No. 4). We’re hoping to use lots of keywords to help us get found online, and I do have to say that our Facebook page is getting more and more likes and views than ever. However, I’m not sure how much the two are related, if at all, because we haven’t looked at the blog analytics for awhile. We also didn’t want to bother monitoring comments, so it’s not interactive at all (so many comments now are from spambots, etc.).
So that’s the status of my small blog and why it’s not thriving but simply existing. I learned a few things from the Top 16 tips, though. For example, I’m going to start issuing a call to action, something I’d never done before except on Facebook (Tip. No. 6). Seems obvious, but I’d never thought of it.
Actually, I think a lot of blogs are like mine: poorly maintained and underperforming due to benign neglect. I can’t tell you the number of blogs I’ve seen in which the writer obviously started with enthusiasm but then just couldn’t maintain the momentum–either due to lack of time or lack of engaging content. One of them I saw was for a deck-maintenance business. The owner started out writing things like “Just did another deck,” but that got pretty repetitious, and apparently, he couldn’t think of anything else to say. He stopped writing after a few weeks. That blog should obviously be taken down.
One other problem I’ve seen with a lot of blogs is that the writer just does not have a unique voice or anything new to say about a topic covered by tons of other blogs. How many blogs about wedding dresses with pictures of elegantly dressed people in front of old barns and decrepit cars does one need?
I also think that many bloggers just aren’t very well informed, nor good writers. Not just anyone can write a good blog; you have to have something to say and the ability to say it in a compelling way. Now, I’m not talking about the guy who wrote a blog to document his wife’s health, as in the article, “Why We Blog.” Like CaringBridge entries, that blog probably saved that guy a lot of time and helped keep people connected with what’s going on. I’m talking about poor writers who could accomplish their goals just as well on Facebook. Blogs have their place, but I don’t think everyone has the skills to write a good one.
My post was about a lot of things not to do–but, in my experience, the most valuable advice comes from one who’s been there and learned a few things. These things likely won’t save my blog because I just don’t have a strong motivator to do it. But I do know that, going forward, if I’m going to write a blog, I’ll be more ready to step up to the plate.