People often ask me what they should post about on their blogs. After all, one of the greatest challenges facing many bloggers is blog posting ideas. There is also the opposite side of the coin to examine. There are many concepts and topics that are not part of your blog at all; and neither should they be.
A blog should concentrate on a single overarching theme, but it can have several sub-topics. For example, a blog about business should talk about that subject, with additional posts on related areas. A business blogger can include postings on sales, marketing, finance, public relations, search engine optimization SEO, online and offline activities, networking, production, operations, and so on. The occasional post about pets, hobbies, and fun are also very good topics as well, in moderation.
The problem arises when a blog on one overall theme begins to take on the tone of another theme entirely. For example, a law blog that formerly discussed legal issues suddenly adds postings on fishing almost exclusively. Instead of a law blog, or "blawg", the writer now has a fishing and law blog. While some witty types might argue with tongue in cheek that all lawyers are fishing for something, the point still stands. A blog should remain on its theme for the vast majority of its posts.
If you want to write about another major theme, the best approach is to start a second blog on that subject. The power of the keywords won't be diluted in the search engines, and your readership will be less confused. Imagine visiting a craft blog only to discover the writer has switched gears entirely to political blogging. While posting about political issues might move a blog higher in the ephemeral A-List blogging group, it won't help the person's already established standing in the craft blog community.
It's never a good idea to lose one audience for another in blogging. Readers expecting posts on their issues of choice expect postings on that subject. Failing to provide theme relevant posts is simply not listening to what your visitors want to read. A blog is a small business that must listen to the needs and requirements of its client readers. To not provide the desired post product is to lose those readers.
Along with the loss of your loyal fans, following the theme detour, you may also find your blog not ranking as well in the various search engines. One major SEO area of emphasis is on theme relevance. Your blog should include posts that are related to one another in some way. A series of very non-connected posts won't help your blog rise to the top in Google. The search engine giant won't know where to place your blog theme in its calculations. Like your readers, the search engines prefer consistency of theme relevant topics.
Stick to your blog themes, and your readership will stay with you.
Start a second (or even a third) blog if you want to write about two or more entirely unrelated subjects. The upside is you'll gain another loyal group of blog readers. There is definitely nothing wrong with that.
