Shari Lopatin

I’ve somehow evolved into the very thing I promised myself I’d never become: a media strategist.

You see, once upon a time, I was a newspaper reporter, a.k.a. a Jedi Knight. Then, the evil economy forced me into the Dark Side (a.k.a. public relations). And somewhere along the way, I decided if I wanted to become my own writer, I’d better take advantage of all these media and marketing strategies I was learning.

Behold, I can now say with authority, I know how to market myself as a writer (and I’d do more if I had additional time). I can pinpoint the good blogs from the bad. I can tell which ones will thrive, and which will falter.

And I can tell you the three key questions EVERY blogger must ask themselves, if they want to see their readership grow:

1) What is this blog all about (a theme)?

The most successful blogs have a theme. Some may be literary agents offering tips to up-and-coming writers. Others are humor blogs. My blog, for example, is a writing blog. The theme or brand is “Rogue Writer.”

If you really want to see your blog grow, ask yourself: What is this blog ABOUT? Is it a travel blog? A photography blog? A news blog, or a parenting and health blog?

Decide, and stick to it (even if you stray occasionally–like me). That will build your niche, slowly but surely.

2) What is my main goal with this blog (get subscribers? sell a book?)?

If you have a goal in mind, everything  on your blog works toward that goal. If you’re everywhere at once, you won’t actually build or sell anything.

For example, the main goal with my blog right now, is to build readership. A following. Therefore, the very first “widget” on my blog’s righthand column, invites visitors to subscribe via RSS feed or email. A few inches down, I invite visitors to follow me on Facebook and Twitter.

I’ve expanded my network by partnering with other bloggers and writing guest posts. I write one new post a week, consistently, so my followers know to expect something. All of these tactics work toward building my online following.

And, it’s working (slowly but surely). Know what you want, and build toward it.

3. When, and how often, will I post?

Decide this up front. Will you post once a week, every Wednesday? Or twice a week—every Tuesday and Thursday? The key is to REMAIN CONSISTENT.

This consistency gives your readers a sense of professionalism. Just like magazine subscribers can expect their publication the first of every month, blog subscribers can expect a new post every Tuesday.

Just remember, whatever you decide, you need to keep up with it. So even if you can post three times a week right now, ask yourself: “Can I come up with three new ideas every week—and write them—five months from now?” My suggestion is to start slow, then add on if you have the time.

SO TELL ME: Do you have any key questions to add onto this list? What do YOU think are the most important aspects for bloggers to consider, for success?