Perhaps I’m being too simplistic. While it is true that I’ve enjoyed doing this blog so far, my ultimate goal when I started was to find a way to make this blog “pay” for me to write it, either in money or in audience appreciation. On that basis, I’ve succeeded: I recently got hired to write a blog for a company. Exciting, right? I finally get a chance to prove that my writing skills are good enough for somebody to pay for them. Or to be clear, I get to prove I can still do that, and on a regular basis, because I’ve been paid for my writing several times in the past, hence my desire for a blog that helped me do that again. This blog didn’t get me the gig though. Networking did, and now that I am getting paid to write a blog, I’ve discovered that I may have been going about this all wrong from the beginning.
Here’s what I’ve learned about the world of paid blogging, or blogging with a purpose:
1 – You have to know what your purpose is. I find that if you’re blogging for a company, you have to know what product or service you’re selling for them. If you’re blogging for yourself, you have to have a “personal brand,” meaning some identity for yourself and your blog, so that your target audience is clearly identifiable. With a company it’s easy – if you sell widgets, your target audience is people who are looking to buy widgets, or people who have a problem that widgets can solve. With a personal blog like mine though, it’s more difficult to find that target unless your blog has a clearly defined purpose.
Suppose this blog was all about California tourism. My target would be obvious: people looking to visit California. Or if my purpose was how to relocate to California, my target would be people looking to move there. If it was the tourists, I would talk about all the cool stuff in California – Hollywood; the beaches, the attractions like Disneyland or Universal Studios. Writing it would be easy, as it would be if it was people looking to move there: I’d talk about moving companies, affordable places to live, California laws to be aware of, etc. My blog thus far however hasn’t really been about California at all, it’s about me. And this is why I think a personal brand is so important.
If I’m a defined person that everybody knows, like a celebrity, the fact that I’m many things – a nerd, a Muslim, a straight man, a writer, a single guy, a picky eater – is fine, because people will read it regardless because they know me and want to know more. If not, I believe I need to pick one of those labels because it makes the blog writing, and thus audience building, easier. I think I would just need to find what interests others who fit whatever label I decide the blog fits, and write about those interests. In my case however, I’m a relatively unknown individual that fits a bunch of different labels like I listed, giving us a blog that’s all over the place. I think writing a blog that’s scattershot like that without any defined personal brand to attract people to it has little to no purpose. It’s just me thinking about stuff, and unless I have that great personal brand, and there are thus a ton of people out there already interested in me and my thoughts, it’s difficult to write a blog about me. My purpose is dubious at best. That’s why I’ve learned that the blog’s purpose needs to be the blogger’s first consideration if s/he wants to monetize it or find an audience.
2 – You have to determine what your target audience is interested in. As I believe I already mentioned, once you know who your target audience is, you have to figure out what they want to read about. What you’re reading now is a product of the training I did for my new blogging job, and what I realized from it is that if you don’t know – not assume, not speculate, know – what your target audience wants to read about, it’s very difficult to build that audience. If you’re selling a product or service, I think not knowing what your audience wants is a big problem: If you’re not writing to your audience’s interests, how and why would they ever encounter you or your product or service? If they’re unaware of what your blog has to do with them, there’s no real reason to find it.
A good professional blogger, I learned, writes to what their target audience is interested in, and a shortcut I learned in determining that is to figure out what others who are into that same thing – oftentimes your competition – are blogging about. As my new employer taught me, if I read the most popular blogs about my product, I will discover what my audience is interested in, and if I can add to that discourse in a new and / or interesting way, I can get more readers for my blog. This is particularly true if those same leading bloggers share things that I wrote. According to my new bosses, getting redistributed by others is what makes something popular – this is what “going viral” is. So if I wanted to build audience for this blog, once I’d determined my purpose or personal brand I’d have to find out what the leading bloggers that cater to that audience write about, and write about the same things, only as good or better. I’d know I’d succeeded if those same leading bloggers started sharing my stuff too.
3 – You have to post regularly. This one I stuck to fairly faithfully in the past with this blog, but have not done so lately. Why? See #1.
As I said, I believe this blog is not very popular because all it’s about is me, and almost nobody knows me beyond those who have met me personally. I have no personal brand, I’m just a real person, with all of the contradictions and complexities that entails. I can’t point to a target audience because I’m into a lot of different things, hence my blog is too. As a result, it can’t do much for me beyond allowing me to vent and clarify my own thinking for myself.
And I’ve discovered that doing all of these steps is really hard work.
If you haven’t figured it out already, I am writing this as a final blog posting for the foreseeable future, at least in this blog. I have an even more personal, but less well-maintained one that I just use as the mood strikes me. I’ve discovered that ironically, my ending this blog shows that I had already succeeded in fulfilling what I saw as its original purpose long before I began it. My goal in writing this blog really was to validate me, and I did that when my friend who referred me for the new blogging gig became my friend in the first place. He knew the part of my brand that would sell to his company: “A great writer and a reliable guy.” He knew that from personal experience. He knew the target – his company, that just lost their blogger – was looking for somebody to take over their blog. He introduced me; they liked what they saw in my writing (not from this blog no less, from elsewhere), and hired me. Since they know what their competitors blog about (which is what their audience is interested in), they know what to tell me to write, and that’s all I need. My writing won out, as I hoped it would.
So why can’t I do their blog and this one too?
4 – Blogging is hard work. Part of the reason I feel it’s important to have a purpose is because I think doing anything well is hard work. I feel that if you’re good at it, it can be even harder, because (as is the case with me) your perfectionism will kick in and force you to get every part of your blog posting exactly right, which takes effort. Writing well is not quick or easy, so without some tangible “payment” – be it monetary or in the form of some level of self-satisfaction, the whole thing can take a lot out of you. Again, I wanted to prove that I could write well enough to be compensated for my writing on a regular basis. I did that, which is satisfaction enough for me. If I feel the urge to write just to scratch an itch in the future, I can do it as needed, without worrying about adhere to #3. If I want to write for some other purpose, keeping this blog will only take time away from it. It’s run its course.
When I began this blog, I thought it would be a good way to reflect on what I learned in my 17 years in Southern California. What I learned in California more than anything else was to value what I like about myself, and to value myself generally. I had many teachers in California that got me here, and I’m not my perfect me just yet, but I’m good enough to know that I don’t need to keep doing this blog to prove myself. I am a living demonstration of what I learned in California, and if that’s good enough, it will get me back there again, regardless of whether I write about it.
If I do write about it however, you know it’ll be good. Don’t believe me? Just go back and read this blog.