Here’s a thought. Why do some professional public relations and marketing bloggers feel the need to update their readers on the trivial activities of their day? Do we really care? Please, do not misinterpret what I am saying. I do enjoy the occasional, humorous update on a blogger’s personal life and family. This post is in regards to the professional bloggers that post uninformed articles (if you can call them articles) several times a day.
I get frustrated whenever my RSS feeder gets filled with posts from professionals about their dinner from the previous night, their child’s school play, or how good the coffee is at the Java Closet. These posts have nothing to do with the theme or title of their blog. A marketing blog should deal primarily with marketing issues, not your personal taste in clothing or computers!
So why do public relations and marketing professionals commit such heinous acts of RSS spam? I believe the answer is “traffic.”
Many bloggers are recommended to post on a daily basis, if not more often, to increase the traffic and readership of their blog. While such an approach can work, it is useless if your content does not address your target audience. For example, I subscribe to Todd Defren’s blog, PR Squared, because I want to hear his insights on the public relations industry – which he excellently delivers on a daily basis. However, if Todd were to focus three of his weekly posts on public relations issues and the other two on his thoughts about Tom Cruise, I might unsubscribe from his feed. Why? Because he is posting about issues that are unimportant to his target audience – me.
If you want to increase traffic to your blog, there are better ways other than daily posting. Traffic and readership can be greatly increased by participating in the blogging community. Leaving relevant and insightful comments on your favorite blogs expands the visibility of your blog and the credibility of your name.
In the end, traffic should be somewhat irrelevant to you. What matters is whether or not you are reaching your target audience. Public relations and marketing professionals who blog should remember it’s not the quantity of leads (readers), but the quality leads (target readers) that should be your focus.