I love Seth Godin’s work. He is interesting, different, and his stories are relevant to my interests and needs. When choosing topics for your blog, you must first analyze your audience through the use of such tools as metrics, cultivate your “base” as Mr. Godin says, and then write articles that your audience responds to.
All the planning, writing, link building, content promotion etc., will be for nothing if you are either boring or not relevant. People will simply click away and find the words that meet their needs and expectations. Its human nature to take what you need and discard the rest.
However, make sure you don’t discard so much that your blog has nothing to draw new audience members. Remember, blogging developed out of the need to express issues important to individuals. That’s what made it so popular. Business blogging should strike a balance between corporate needs and empathy with customers. Make sure your audience knows that your brand meets their needs as individuals not just as walking wallets.
CDKWeb makes this a part of their company culture. Kelli Camp, CEO says, “We are not happy until our client is happy.” CDK works and markets toward their clients’ and potential clients’ individuality instead of forcing prepackaged dreck on their audience.
In the end you will get what you ask for. Please your audience, give content that attracts more audience members and generates a buzz. Even if it is trivial, if it is bright and relevant people will read it. Gossip rags have proven this over and over again. Just remember, the content of your story is what people respond to, and scarier–remember.