Blogging For Community Or Clients?

By Jayme Soulati, Chicago River, Wendella Boat

It’s summer, and I prefer a laissez-faire approach to blogging that matches my inability to be super productive because, as all of you know, I’m a #MomInSummer with no help.

What that means is the writing of pretty easy blog posts suitable for my community which get everyone thinking (none too hard) and generate a bunch of comments. In addition, I’m not doing too much hard work to add proof points and evidence that my opinion matters as evidenced by big data or research.

Is this a problem?

When I look at the really established bloggers with hundreds of tweets for each post (and often very few comments), it gives me pause. Should I be writing heavier content to impress would-be clients to show I know my stuff in business-to-business social media marketing with public relations? (Had to stuff that key word phrase in somewhere, didn’t I?)

Or, can I go ahead and offer up thinkable topics that align in and around the community while being accessible and sharing ‘raderie that I so love to do? There are times when I am hit in the face with hard business topics, and these require a different approach to writing; that’s when the smarts really show up, and it gets peeps thinking or running away. Comments become fewer, but traffic is there. People don’t often find the need to say anything because, well, I don’t know the because…this has often baffled me…the posts that say a lot about nothing; the bare-your-soul posts; the I-have-a-problem-and-maybe-you-can-help-me posts; the simple-non-thinking-fill-space-posts; seem to ALWAYS get the most comments.


What does that say about communities? Would people rather alight on a topic that’s airy and fluffy or get fodder that contributes to business topics?

In my thinking about this post, four heavy-hitting bloggers come to mind:

Heidi Cohen

Shelly Kramer

Adrienne Smith

Wonder of Tech

I love these four women who write the same all the time; hard-hitting news, tips, reviews, educational material, and more. I can count on them for good insight, and I can learn from them, too. Laura Click came over the other day and said she knew she was writing for clients and not her peers, and that’s why her comments from peers were fewer than when she launched her blog and engaged her peers more.

What that says to bloggers is a good lesson to heed.

If your blog is lackadaisical in approach, topic, content, goals, then take a look at these five women bloggers and look at their consistency of style. Are you writing for your community or your clients? Do you care?