Blogs Don’t Need “Themes”
Posted June 16, 2011on:
Not too long ago I went to a blogger’s meetup. There were bloggers there who had successfully monetized their blogs and those who were just thinking about starting. All were listening raptly to the night’s speaker, Muireann Carey-Campbell (AKA Bangs) from BangsandaBun.com as she discussed finding a voice, a theme, for her successful blog.
Business Bloggers Have it Easy
Business bloggers do not have this problem. The theme is set: the company and the industry. All that’s left is to find content that is engaging, whether that be examples of the product’s uses, like Kodak’s A Thousand Words, or personal anecdotes from the front lines à la Nuts About Southwest. (To be sure, these companies do blur the lines.)
Personal bloggers have it a bit harder. We think we have to have a theme. This is an easy trap to fall into. We think that we have to have a reason to blog. We can’t just post something online. The idea of a theme becomes a crutch holding us back, not guiding us forward. But there is another way of looking at themes for a personal blog.
The Writer Is the Theme
During her talk Bangs tackled this issue and provided what I think is a pretty good answer: Don’t care about themes. Just be yourself. A blog is not carried by the subject matter. It is carried by the blogger’s personality.
Particularly in the beginning, bloggers can take advantage of the fact that no one is reading the blog to find their voice. Once this voice is found, the readers will start coming. The key is that if a person is real, not a persona, the blog is that much better. People do not have themes. We have interests. And so it is perfectly acceptable to write on variety of topics. The real person behind the topics, the tone of voice and personality, is what ties it all together.
Don’t Forget That Pesky Audience
This is the reason I have two blogs, this one and The Masked Geek. Put simply, I have two pretty distinct audiences I want to talk to. Sci-fi and fantasy geeks may use social media, but chances are, most don’t really care about the finer points of content publishing on social channels. Social media marketers may like going to see superhero themed summer blockbusters, but I highly doubt the vast majority want to discuss if Batman is really Bruce Wayne or if Bruce Wayne is just a front for Batman.
You may go into blogging knowing what the target audience is, as business bloggers do. You may just want to write and not have a clue what you will eventually be writing about. But, as a marketer, I just can’t help but think that you have to know who you want to talk to. Even Bangs agrees with this point. During her talk, she said that you have to develop common ground with the readers in order to get traction. This target audience may change as your interests morph. For instance, this blog started out meant for fellow young people entering the workforce, thus the post on where to wear a name tag. Now I talk to fellow digital marketers. That’s fine. It’s okay. The key is to use yourself as the theme, but find common ground with those you want to talk to.