Too often it seems that we bloggers get caught up in worrying about monetizing our blogs, or the design of the blog, or SEO techniques — but although it may sound trite, the major focus of our time should be on our writing.
I’m often asked how I got 12,000 readers for my blog, Zen Habits, and made it into the Technorati Top 500 in 5 months — other bloggers seem think I have some secret that I can impart upon them, but I don’t.
I follow the same advice given here on ProBlogger, and by many of the other top blogs: create valuable content and good writing, and the readers will come. Content is king, as they say, and that should be the focus of all your efforts.
Why Not Much Else Matters
Are there other things that matter in creating a successful blog? Sure there are, but they don’t matter nearly as much as some people think they do. Let’s take a look at a few examples:
- Design – While the look of your site may be attractive and very usable, you won’t attract any readers from design alone. You need to attract them with good content … and then hope your design doesn’t scare them away. But content is really what matters here. If the design isn’t great, but the content is insanely useful, they’ll come, and they’ll stay.
- SEO – While I agree that SEO techniques can help, what matters most in SEO is getting links. If you don’t get a bunch of links, all the SEO optimization in the world won’t do you a bit of good. SEO really makes the biggest difference when the page in question has a bunch of links coming to it — SEO doesn’t change the ranking of a page with 1 inbound link. So how do you get those quality links? Great content, and nothing else.
- Social media – Digg, Delicious, Reddit, Stumbleupon, Netscape … these kinds of sites can help your traffic tremendously. And sure, it helps to have friends and be active on these sites. But all of that doesn’t matter a lick if you don’t write a knock-out post.
- Monetizing – All the monetizing in the world won’t get you a dime unless you get traffic, and that traffic won’t come until you start creating a destination site, with amazing content that attracts the readers and keeps them reading. In fact, a site with ads that aren’t optimized can make more money than a site with optimized ads if the traffic is much higher from great content.
Am I saying that none of this stuff matters? Again, these things are useful, but they are not nearly as important as the content.
Which leaves us with the question: how do you write great content? It’s actually very simple in concept, but takes a lot of practice to perfect. I’m still trying to perfect these things myself, but in general, there are four pillars of exceptional blogwriting: