Suddenly everyone’s an expert?
There are currently over 75 million blogs worldwide. That’s a lot of information to get through. Blogging has become one of the most common tools for searching for information so how can we separate the useful from the useless? According to David Armano, creative VP at Digitas there are 4 basic principles to what makes a good blog. Content: Does the content that you are writing interest YOU? If not, then why would anyone else look at it. Clarity: Have a clear vision for your blog. Where is it going, what are you going to focus on. Consistency: Make sure your blog personality is consistent with who you are. Community: Are you participating in social media or are you just reading? These basic rules would appear to be purely common sense, so why are more and more blogs being created just to contribute to the 90% that don’t offer any social currency for the user in return. Users expect to get value in exchange for time spent reading a blog and with brands now starting to move into this territory, relevance is key to making a successful blog work for campaigns.
