- To grow your own personal understand of a subject.
- To grow your own personal awareness of the world
- To grow a community of like-minded individuals
- To grow your own individual career
- To grow your own business
- To grow the market’s awareness of your business proposition
- To grow a community around loyal customers and interested prospects
According to Yogi Tea “To learn, read. To know, write. To master, teach” – in other words the act of writing what you have learned consolidates it in your own knowledge. And of course in blogging the fact you share it with others is simply an act of generosity
This starts from the similar point 1 above, except that it leads blogging from monologue into dialogue. Your participation in the blogosphere, groups and lists means that you are interacting with the topic of your attention, and with other sharing similar interests, so your growth of understanding is accelerated.
This extends from point 2 to focus exclusively on a given topical area, and many people share the podium instead of one. This either becomes a group blog or it could be based on other media such as mail lists.
Rather than focussing on self-education under point 2, this becomes more informative and the conversations exploratory. This is of course the art of personal branding, where you turn yourself into a thought leader in your chosen subject by sharing your wisdom (at least that which you’re prepared to give away for free) and nurturing communications with people in your same field
This could be similar to 1 or 2, but the objective is more commercially oriented.
Like the personal branding in point 4, this is the commercial branding that helps get your message out.
Perhaps this is the true way forward for growing your business by blogging. You give your prospects free information to help them make their choice. This encourages you to distinguish yourself by making your proposition more enticing or even “remarkable”. And at the same time you nurture a community that includes existing customers as well as potential customers, who can all give you very direct feedback about what they want, what they have liked, and what they would love more of.
Of course all this potential for growth relies on people making time to share their ideas with others, so there is a cost. But if you think about the nature of the relationships you can build within the micro-communities that form around you, that sounds like an excellent investment in your future.