I'm skipping Tenet 5 (Bite-Sized Chunks) since we talked about it here... so onward to Tenet 6: Creating A Cause.
I suppose every good blog has some sort of cause or reason for being. I started my blog because there’s so much confusion about branding, and I hope that I can share my knowledge to help people become better marketers. If the cause is relevant and important enough, it will attract readers. No forms to fill out, just read and comment if you like.
Jackie and Ben say: People generally read blogs to learn. The cause can't be self-promotion... no one wants to read someone talk about themself. You have to give in order to receive. When your blog has a cause, sometimes you'll need to say some controversial things. Causes generally elicit different beliefs and points of view, which is great because people want to talk about it. If we sit in our office and rant about a subject, we immediately know that it would make a good blog post. That's what generated our article, "How to Ignore Your Best Customers, The Tivo Way." We were a bit apprehensive about posting it; our cause is to be inspiring, yet here we were, taking a company to task and saying what they were doing wrong. But we decided to post it because we thought people could learn from what companies shouldn't be doing. And we got a lot of responses, some really negative and mean, but we were trying to make a point.
Seems like this tenet is highly related to blog branding. Blogs with a central cause or theme tend to create more buzz than blogs that cover a variety of diverse topics (at least that I've seen). How is your blog positioned, or branded? What is the central theme or cause, and how does it resonate with readers?