April 15, 2010 180 Comments

What Is the Focus and Purpose of Your Blog

bullseye Ask yourself that question: what is the focus and the purpose of my blog?

(If you’re blogging for pleasure or your own entertainment, skip this post and read any of these wonderful stories.)

Is the purpose of your blog easy to define? What are you aiming towards accomplishing with it? How are you testing whether or not you’re reaching your desired effect?

My blog has changed a lot over the years. At first, I blogged just for pleasure. Then, I realized that I was developing a community, and that my community wanted some consistent, useful information, so somewhere around a few years ago, things started to make more sense. Here’s a little bit of the backstory.

My Blog’s Many Faces

When I started my blog many years ago (it skittered across several domains before I landed in “real” blog software), it was for fiction. I wrote stories. Then, I wrote about fitness and nutrition. Then, I wrote about self-improvement. Then, I wrote about new media. I went from that into writing about social networks and social media, and then eventually, I moved into how businesses could use social media to improve.

What am I writing about these days? Human business. It’s essentially the idea that relationships and human-shaped experiences serve business much better than cold marketing and afterthought customer service.

What will I write about next? I’m planning some changes to [chrisbrogan.com] in the near term. My redesign by Snowy Day Design is just the beginning, and you’ll be invited along for the ride. That said, I won’t change direction too far afield. You’ll most likely still like it.

Keeping a Focus and a Purpose

Your blog is a media property. It’s also a tool that allows you to build relationships (should that be of interest), to notify and inform (if you like telling the news), to reflect and react (if you like being a commentator), to report (if that’s something you enjoy doing), or a tool to educate, instruct, or establish thought leadership. It can be a call to action, a lead generator, a showcase for your talents, and many other things.

The question is: what will you choose as your focus, and how do you define its purpose?

Can you blog without purpose? Absolutely. Can you unfocus your blog? It happens all the time.

But your community (or your audience, if you’re not as close to them) are there with an expectation. They are seeking whatever it is you’ve been offering along the way. They want your best, and they want your material to enlighten, entertain, inform, inspire, or any of several other functions.

With that in mind, and accepting that things change over time, my question remains: what is the focus and purpose of your blog?

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  • karimkanji

    After reading this and a recent post by Julien Smith I think I have to ask:

    When there is so much in my head (in terms of ideas and messages) where do I go to illustrate them? Presently, I use my blog. However, there seems to be no consistent theme. Or maybe there is?

    Even before reading these posts I knew I wanted to blog/vlog about helping people. Whether through my “book reports”, social media ideas, marketing thoughts, videos with thought leaders, etc.

    Is there a theme I should spell out.

    Help?

  • charles bayer

    Like it, cheers Charles.

  • http://blog.dougmather.co.uk Doug Mather

    Having just started regular blogging (this week!) I'm in the early stages of defining focus. It's definitely in the field of providing education and inspiration. My hope is that I will make a real difference for some of the people some of the time. Let me know if I'm on track.

  • http://socialmediabirmingham.com Social Media Birmingham

    I'm finding more and more that my blog is my place to develop grow my opinions on subjects our community is discussing. I'm doing it more for myself than for others. However, I like to recognize that my community chooses to what the development of my ideas. Their comments and encouragement are keeping me focused and blogging.

  • http://www.ivanwalsh.com Ivan Walsh

    #1, I develop a Business Case. Is it worth the effort?

    #2, I do a Business Plan. Where will it make money?

    #3, I do a Marketing Plan. What’s the budget and where/how will I promote it.

    #4, I do an Action Plan. This is a WBS and an Editorial Calendar. Otherwise, it loses focus.

    The main thing is that I see it as a business and run it as a business, which I enjoy, btw.

  • http://twitter.com/tnvora Tanmay Vora

    Very insightful Chris – You hit the nail on head when you say that there is an audience out there who “expect” something from your blog consistently. If a blog (and your passion) survives beyond a certain time line then blog is bound to change directions. Having a few core areas define for blogging helps.

    Litmus test for each post then is – “How does this post add value/inspire/inform/involve my readers and how does it fit into the core focus areas of my blog?”

    Thanks for enlightening!

    Best,
    Tanmay

  • http://socialmediabirmingham.com Social Media Birmingham

    Not sure that your seeing Chris's point. As long as you have purpose and focus don't have to be defined in just a sentence or two. They don't even have to be neat and clean. But you do need to make sure that you have defined them for yourself. While time changes things, purpose does breeds focus.

  • http://mintresumes.wordpress.com Marsha Keeffer

    The focus of my blog is resumes, career coaching and job search info. The purpose? To help people improve their lives and make their search easier.

  • http://www.flurrycreations.com/theblog John Bergquist

    I actually just wrote my focus without even realizing, in my latest post (company culture, marketing, tribal leadership, community and non-profits). It is really interesting to see where your blog focus has come and where it is going. Thanks Chris, for the journey and story.

  • http://twitter.com/RossHudgens Ross Hudgens

    Just starting my blog: I think my goal is do the search and social thing, but be authentic. There isn't true authenticity in a lot of the blog world. I think that's why I like your blog – it's authentic. Yeah we all want the capitalism thing and to make money and do all that, but I think we can create value and do so in a REAL way while still accomplishing the same goals. That's my aim.

  • jenwaak

    Thanks, Chris. This is super-timely for me, I was discussing this topic with my designer just tonight. The purpose of my blog is to both educate and inspire people to live a healthier life — and it goes FAR beyond diet and exercise. It's little, simple, fast things that people can do every day. Unfortunately, our bodies don't come with instruction manuals, and we aren't using them today the way they evolved to be used.

    I know that my blog / web site is currently missing it's mark, and while I've known that for quite a while now, I haven't had a refined enough message to really know what to do about it. I'm so insanely excited that I have finally carved out my little Jen-world and can come out with a consistent message — which isn't much different from what I have been saying, but I believe will hit the mark much more often.

    I did the “importance of story” post a couple of days ago, and as I concluded, “So, that is my story. Every day I work to align my actions to it. There are days that I fall down, but I always get back up. Because really, what other choice is there?”

  • http://www.kherize5.com Suzanne Vara

    Chris

    Focus and purpose sometimes get intertwined. Focus can be to garner new relationships and be entertaining and just really put a piece of who you are out and see how the community reacts but the purpose may be to build a business which does give a different thought process. These are similar as you have to be a person to do business with people but for some putting yourself out there many times people who are solely looking a purpose find them separate. If we ask people face to face why do you blog? Probably happy answers but if we turned it to ugh, isn't blogging everyday a pain – I bet we would hear a lot of different answers. That goes to focus and purpose I think.

    Why do I blog? I blog because I love to share new things that I have learned or put to use or that have worked. I work with small businesses who do not have the time or the resources or the umph to learn new things so I try and help them. What is the focus of the blog? Being the small business marketing resource that is here should you need some advice or are looking for an agency. Purpose is to write the way that the audience will walk away with something. What that “something” is up to the individual reader. I guess when we talk purpose or focus it has to become a conversation about the readers. As you said there is a certain expectation from readers. Can you spin that – sure. Will they like it? Some will, some will not. Does everyone that I come into contact ever day like what I wore that day, my hair, my sunglasses? No, but will they tell me? No, not unless someone else says it.

    Focus and purpose are sometimes hard to define and pinpoint as life changes as that pair of jeans that last year may not this year.

    Hmh – a lot to think about esp for clients.

    @SuzanneVara

  • http://twitter.com/leslieajoy Leslie A. Joy

    Excellent post-it really got me thinking and that's my main factor in determining if I think a post is excellent or not.

    I recently launched a blog and went through the same steps-you're article helped cement my decisions for me, so thank you.

    I decided to make my blog consist of the types of posts I like to read on other's blogs. I love seeing different points of view, how others operate, what other's think of different apps, books, and news stories, then take it, digest it, and form my own opinion.

    So, I decided to put that into my blog. My hope is to turn my blog into a place where people feel comfortable throwing out any idea or experience now matter how silly-seeming and also a place where people can read a different take on something and get them thinking.

  • http://www.rondegiusti.com/ Ron De Giusti

    Hi Chris,

    I just wanted to say that your blog posts are usually the type of posts that make me “reflect and want to dig deeper” into a topic.

    And, the type of posts that make me “reflect” are the type of posts that are much more impactful and stay with me much longer than the type of posts that are simply informative or relaying something that has or is going to happen.

    Keep up the though provoking posts!

    Ron

  • http://www.shichuhonglin.com/ Polly
  • http://www.heidicool.com/blog/ cool

    My Web Development Blog has evolved over the years as it has adapted to both reader needs and my own goals, but the main premise is to share tips and best practices (and encourage discussion) regarding Web development, marketing, social media and related topics.

    To keep on track I think it's useful to create an editorial policy for the blog, just as one might for a magazine. The act of defining the policy helps the blogger get a clear picture of his/her mission and the publishing of the policy (as an “about page”) helps new visitors get their bearings and understand what the site is about. This can also be useful if they are pondering whether or not to subscribe.

    If anyone is porndering writing such a policy I wrote this post, 5 reasons your blog should have an editorial policy awhile back. I agree that in many cases our purpose could be somewhat broad, but I think putting some time into defining what this is (if only for ourselves) can help us both as writers and as readers.

  • Top10er

    First time I have visited, interesting thoughts and comments.

    I haven't been blogging for long and my blog seems a bit unfocused compared to others, but I deliberately wanted to be able to post about a wide range of subjects. My purpose is to have some fun and occasionally have a rant about life to let of some steam.

    I am happy with some posts, some just feel like I need to do something just to fill a space and be active. I guess that as I get more experienced I will be able to be more focused on posting good quality all the time.

    It is very difficult to measure how successful I have been as comments are fairly rare (apart from Scam!) but I am really enjoying it so I guess that is a good start.

  • http://globalroyalties2010.bfora.com/ dennis smith

    The question of what focus and purpose of my blog is very hard to answer. To tell you the truth, the first reason why i write is because i get paid for it. I don't want to be a hypocrite, i'm just telling the truth. A lot of writers write for money. Because if money is not present in writing articles or blogs, then it will bee a lonely industry. Second, perhaps there is a focus on educating people. sometimes, leading them to buy something but educating nonetheless. i don't know, maybe i haven't find my true focus and purpose yet. Thanks for the post.

    Royalties of the World <-told you i do it for money….

  • http://www.promomblogger.com ProMomBlogger

    I think that there need to be way more discussion about this very issue. Most people focus so much on making money blogging, blogging for traffic and monetizing that they miss the point of attracting, capturing and engaging the people whom they wish to connect with.

    It is vital to develop a sound web marketing strategy in order to be clear about having a solid plan and purpose. Who are you (my story marketing) is there a clear message in your headline about what the point of your blog is (the welcome mat), what value do you bring to your industry (how to stand out from the crowd), and finally… are you do you understand the art of please and thank you?

    For example: Please leave me a comment, share, subscribe, fill out my survey AND “Thank You” for leaving a comment, or here's your free gift/report/product sample for subscribing to my blog.

    I'm just sayin' -:)

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  • smartmomssavingmoney

    This looks like it's great information for me, a mom who is blindly trying to carve her way through a website/blog. I've been writing it on what I know how to do, which is saving money. I am great at getting something for nothing, maybe it's not paying off when it comes to the World Wide Web though, because I've already made more then a few mistakes and I am sure the way it's going I'll make at least 100 more along the way.

    Since I am cheap and the whole point of my website/blog is to save money I've been trying to grow it without spending money. The bad part about that is, I look like hell from not sleeping! My life right now is plucking away at this computer 24/7.
    I get lost a lot while trying to do one task. It never fails, while working to get one thing done, I end up coming across another great idea or a good deal that I have to post about and I jump from one thing to another. That's how I came here, I got lost again.

    I look at other blogs or sites and everything looks to be running smoothly, I bet their sleeping at this very moment too, but not me. I feel like everything has to be done a week ago, so I am like this chicken on crack with bags under my eyes. I am not a pretty sight right now, y'all!

    I am sure hoping that you can help me, Chris, cause I am getting delirious. It would be great if your information could help me to stop spinning my wheels and getting lost every few minutes, and maybe even get me to bed. HEY NOW! .. no not that way… I am sure I'd fall a sleep anyway. My eyes are so swollen from lack of sleep even my dog's not recognizing me lately.

  • http://www.alexaispas.com/ Alexa Ispas | Creating Legacy

    Thanks, Chris – as usual, lots of food for thought. When I started a previous blog a few years ago, I was really confused about what I should write about every day – should I write about what I had done that day, like a diary? Should my blog be about what is happening in my business? Should I focus on a theme related to my business? Confusion led to being demotivated and dropping the blog pretty fast – which meant I never gave myself a chance to build an audience in the first place. So with my current blog I spent months narrowing down the 'big topic' I was going to tackle throughout all my blog posts – creating legacy. I love this topic, and it's nice to see my audience steadily growing as they know what to expect. But yes, finding the focus of the blog was the hardest part – the good news is that once you do find your focus, as long as it's something you're really passionate about, writing blog posts every day is a really nice and rewarding experience. Thanks again for the inspiration, Chris, and by the way the redesign looks fab already. Really looking forward to seeing how your site develops.

  • http://www.r4cards.co.nz/ m3i zero

    I have recently started blogging and the only purpose of it is i want to share my knowledge with others and so my focus is to reach at top in search engine by generating effective traffic on it.I wil keep visiting for your each new post.

  • maryeulrich

    Chris, Thanks for sharing your journey. It is inspiring to see your evolution.

    Finding a focus and audience ARE my stumbling blocks. My niche is so small and so close to my heart that I can't begin–it just seems doomed. So then I play with the idea of building a bigger picture, a broader focus: Life Lessons, Personal Development, Education…. I can't even get the bigger category. I don't see another blog that is doing what I want to do. So I keep searching…and believing in my vision.

    Meanwhile, I keep learning about the mechanics and foundation I will need, but the haunting questions remain, “What is my focus? Who is my audience?” Thanks for driving that point.

  • http://twitter.com/judymartin8 Judy Martin

    Chris,
    This post provided one those synchronistic a-ha moments for me. It's a topic I've been tangling with for some time. Ultimately, we have to find our own voice, and stay on message. Part of the problem is that we rarely listen to the “inner voice” – that gut instinct that says – “this post is crap or off message,” and at the same time we have to be bold and listen to our intuition when it says, “this is to risky, outside of the box, no one will care.” Fine line. As @jonathanfields once wrote… (and I'm paraphrasing) if it's that difficult to write a post – sometimes it's not meant to be written.

  • http://www.quired.com J. Paul Duplantis

    I have battled this over the last couple of years. My company cuts such a broad swath in concept, I sometimes struggle to find a voice. The more I think about it I use my own blog as a way to help me define my company. The process of writing actually forces me to think about what I have to say about my company and how I should say it.

    To date I have not built a significant community nor am I receiving much in comments but oddly enough I am not worried about it. I guess it is the fact that I am receiving more interaction from my network as a whole which as long as I continue to write from my heart and what I am passionate about, I will find my voice. Once I find my voice I feel I will build the audience.

    In my case, my voice is fueled by being able to more clearly define my company. I feel this may finally come to me since we are preparing a first pitch for an investor and have never had to focus so intensely on what the hell we do.

    In general, my blog is on the importance in society of communicating effectively. Yes social media is a part of it but the tools available today provide so much more potential in how we run our daily lives so it is a bigger picture.

    We have built a communication platform and want to be a part of the communication revolution/evolution. We build tools to help people share experiences and in the future more effectively discover items of interest through shared experiences. There is a reason for the name of our company (Quired)

    Just trying to figure out how to find a voice around this concept. Blogging is an incredible way to work this out.

    Reading guys like Chris Brogan certainly helps inspire many ideas though. He was one of the first bloggers I ever followed and read him just about every day. Good stuff Chris.

  • David Siteman Garland

    I would also make the point you need to be able to quickly define what makes you unique.

    This is a classic elevator situation. Make sure you focus is CONCISE. If you are on a 10 floor elevator ride, could you explain your blog to someone and why they should check it out (what makes it different than the million other blogs)?

    Besides your purpose, having something unique is what separates you from the pack.

    I.E:

    Everyone else in my industry does text, I do video (just a random example).

  • http://principlesoffailure.blogspot.com/ SHerdegen

    Focus, purpose, goals. Sure you can apply these terms to your blog—If you’re into making money.

    But blogs are about other people too, about sharing your thoughts with them and hearing their feedback. Blogs are RELATIONSHIPS.

    You don’t ask what your focus should be when we go out to lunch. (Do you? I hope you don’t.) We just sit down together and talk about what’s going on, what’s happening in your life and what you’ve been thinking about.

    That’s the beauty of blogging. It’s not a book on the subject of X; it’s a window to our minds.

  • http://www.johnpaulaguiar.com John Paul

    You would think this would be a no brainer. If your blog is about cat toys, then dont talk and sell dog toys. haha

    If you tell people to come to your blog for a reason then make sure that reason is what they will see and get once they are on your blog.

  • http://twitter.com/bcoelho2000 Bruno Coelho

    Thank you Chris for posting this important question! Answering this question makes you understand who you are and what you stand for. It takes time but I believe that it really pays off.

    In my case:

    I'm in the business of unleashing people's creative minds and inspiring them to change the world!

    The mission of my blog is to help you escape the Ugly Duckling paradox, using my creativity and knowledge to show you new ways to understand the World!

    Best regards,
    Bruno Coelho

  • avilbeckford

    My blog is an educational blog and my intent is to instruct and with the interviews that I conduct, hopefully to provide thought leadership. After reading your post, I realize that I can make some changes to tighten up and enhance the user experience.

  • http://www.linkedin.com/in/sharelomer SharelOmer

    Thank you for showing us the path, by hard work dedication and working form a good place we can grow and achieve new goals, making our own game.

    I loved the grow from audience to community and to Loyal community , it has a lot of depth!

    Thank you for inspiring us to do great things.

  • http://www.erbeckercompany.com/ Ellie Becker

    I think it's important to just get started blogging. It may take awhile to figure out the focus. I started writing about the evolution of the PR industry, which was my way of looking at my own evolution as it turns out. It was when I claimed my blog on Technorati and had to describe what it was about and who it was for that I recognized that I had begun writing about online marketing for the small and mid-sized companies doing great things with little marketing help — the ones that I love to serve. Even when I work with companies to plan the focus of their blog, it can still change with exposure to audiences and other factors.

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  • lgfisher

    As a relatively new blogger, this post hits home. I'm in the process of determining where will my blog go and grow as it develops.

    My entries thus far seem to focus on reflecting and reacting to the events going on in my 'local'. But, it seems like every blog post on every site is a reflection of what is local to the author. Maybe the correct interpretation should be what is local to the community the other wants to build, not solely what matters to the author. Hmmm…

    A great, thought-provoking post, Chris! Thanks for getting my mind going this morning.

  • http://www.CreateWithEric.com Eric Goldstein

    Hey Chris,

    This is an important post that you
    shared. It's all about the readers, and
    what they are expecting from you.

    When we are focused and stay on topic,
    we build strong relationships with the people
    that follow our blogs.

    Love the redesign… be good buddy!

  • saragoodman

    In today's world of marketing, I feel compelled to start a blog. I've began working on this by researching other blogs I enjoy, to develop a design for my own blog, and create pages I think are necessary for community building. I'm starting a blog because I want to be more involved in the blog world, and what better way to get your thoughts heard?!

    Focus of a blog is important so it follows some sort of consistency, and a community can develop. I think my biggest fear of starting a blog has been not having a general focus. I know I want to discuss marketing and advertising topics, and I enjoy social media, but what excites or interests me varies. Maybe I'm thinking too hard into all of this, but I feel a focus is important.

    From reading this post, and seeing how your blog focus has changed and developed over time, maybe I don't need to think so hard into it right now. I think I just need to start writing posts, and make something great so I can begin to share my thoughts. Reading this made me realize my blog can develop over time, and I think by beginning to write and read the posts I create, eventually I'll see a pattern develop and have a more defined focus. Thanks for the help.

  • http://www.projectauthenticity.com Robyn

    Chris,
    Sometimes I feel like you write only for me. I've been wrestling, especially the last couple of days whether or not to make Project Authenticity my home base or not. Now that it's going to be my work and journey. I appreciate the food for thought that you constantly provide and the way you challenge me! Thanks for all the goodness….
    R

  • susantblake

    Thanks Chris! I am in the process of launching my blog and am asking myself a lot of the same questions and wrestling with these issues like you and everyone who has commented.

    At the suggestion of a Social Networking guru whose ongoing class I am taking, I starting compiling a list of blog posts prior to going live. I did not follow one part of her advice and begin writing them to address the specific needs of my target audience, writing to include keywords targeted at my audience's needs – mainly because I wasn't focused enough. Instead, I just started writing and culled appropriate journal entries. But what I found when I went back through those nearly 30 posts is that a central theme has emerged, which I address from a variety of perspectives.

    My theme – or purpose – is to cultivate a sense of wonder and curiosity. Hopefully through cultivating this in myself, I can help others to cultivate it, and that sense of wonder and curiosity can help us cope with adversity and deal with challenges. Only then will all the other tools I bring to the table for my customers be of any lasting use.

    This is what primarily flows from my pen and is not a chore. This is what “the boys in the basement” give me. Now that I am clear about that, I can bear this in mind as I write new posts.

    Thank you all,

    Susan

  • http://thoughtbythought.net/ Tresha Thorsen

    great reminder nudge. vital actually. cool that.

  • http://cfagbata.com cfagbata

    Thank you for sharing Chris. My blog has been evolving and at the moment I am focused on National development!

  • http://twitter.com/CRGroscurth Chris Groscurth

    Thanks for the disclosure Chris. I recently underwent a blog makeover, refining my focus to positive organizational change in response to growing community demand.

    Your advice is both timely and useful. Cheers!

  • http://funkdivagirl.com Funkidivagirl

    To tell stories.

  • corporatesnobs

    I find that blogging opens a world of information for me. When I blog, I read more. It's like there is a sea of information out ther to tackle and blogging is the my platform.

    Leah
    http://www.corporatesnobs.com

  • Maxiosearch

    You got it, I share your thoughts at all. You must be focused on what your audience need. It's all about sharing and finding the right connection between what you can write, inform, teach, share and what your audience look for, want, need.

    The purpose is essential and the art of please and thank you should helps relationships flowing!

  • http://www.stevefogg.typepad.com @Stevefogg

    Couldn't agree more Chris,

    In fact I would say bloggers need to sum up their vision/focus for their blog in one sentence. We need to simplify why we are investing all our time, energy into an irreducible minimum sound bite or sentence.

    With simplicity comes clarity. With clarity comes focus. Once you have focus you can hit your target.

    I've blogged about what my blog's sentence is here http://bit.ly/7Vm3es – I'd love to hear from you all on what you think?

    BTW I'm not a pro blogger, I blog about communications/marketing, strategy and creativity.

  • bigryanpark

    I find that in my search to educate myself about social media, marketing, influence, and many other topics, the consistent theme that I have is to share my knowledge with other people in a way that is relevant TO THEM.

    That is my consistent them: making the things that I learn relevant to my readers' lives–because at the end of the day “people don't care about you or your product, they care about themselves” (to paraphrase David Meerman Scott).

    Great Post Chris,

    Big Ryan Park

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  • http://twitter.com/k_shak Kyle R Sharick

    Having a really good understanding of your audience and carefully examining the comments they leave can begin to give you an idea as to where your focus is. Following the obscure trail of bread left behind by visitors can help you find consistency in the inconsistency of your blog. At least from a reader's POV; I have yet offer enough to my own blog for this analysis.

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