by Dana Detrick-Clark
Not every blog topic is going to be a hard-hitting piece of industry news, must-have content, or an emotion-driven editorial. Sometimes, there’s just fluff.
The internet is full of amazing, viral fluffiness, so there is something to the appeal. But if you show up to the page with only a bit of the lighthearted stuff to offer every now and again, is that such a bad thing?
The answer isn’t cut and dried.
If you are a serious, news-based blogger, a personal-interest story might be as fluffy as your audience could handle. Suddenly posting cat pictures or pop culture memes would turn them off.
If you’re an influencer, solopreneur, or coach, though, a cute Vine featuring your baby or your favorite recipe might be a way to humanize your personal brand, making your connection with your audience about more than just selling your product or expertise.
First, you must define what “fluffy” means to your brand.
What is appropriate?
What is your audience interested in?
Second, it still has to serve a purpose.
Is it personalizing your connection to your audience?
Is it complimenting other content you regularly share?
Third, it should enrich your audience’s experience and still be worth their time.
What will it inspire them to feel?
What will it inspire them to do?
And lastly, it must still fit into your blog strategy, not just take up space.
Does this naturally segue between the last post and the next post?
Does it work just as well as a status update on Facebook or Twitter, or as a Pinterest pin?
So you’ve discovered from asking the questions above that it doesn’t make sense to post your fluffy idea to your blog, but you still really want to share it.
Consider these options:
Create one or several specific boards on your Pinterest business profile for fun things that show off your personality. I love the recipes, sewing projects, and animal reference pictures I collect on my own Pinterest business profile, and I’m never surprised to see other marketing accounts repinning those pins along with the other content I create and curate for business life. Shows that we’re not all just biz-bots behind a screen!
Have a private Facebook profile that you separate from your business pages and groups. Your friends know you, and they may want to hear your political rants, or see your dog videos. Your clients and prospects might not.
Find a way to take this fluffy content and work it into a meatier post. What can make it more relevant?
Let’s say you’re a doctor who regularly publishes important content about the treatment of diabetes. Articles and graphics about the latest treatments, warning signs, prevention, and genetics fill your blog. You’ve created checklists and calendars for your audience to refer to, and question and answer posts that make you the go-to for diabetes information.
This leaves a little room for levity, which some fluffy content could provide. Enjoy collecting recipes? Posting one new diabetes-friendly meal plan each Friday would be a healthy addition to an already useful blog strategy. Love kitten videos? An article on the power of joy and laughter on the body’s ability to respond to treatment would be a perfect (or purrfect) way of framing them that wouldn’t seem out of place.
Fluffy content has its benefits for the blogger, too.
When you don’t always feel motivated to blog, but need to consistently deliver new content, it gets the job done while keeping you interested.
But don’t do it just because everyone else is, or even worse, because you think it will go viral!
If you’ve got a solid readership, it’s because what you’re already posting is appealing to them. And if you know your audience on a psychographic level, you’ve created those posts for that purpose! Don’t second guess your strategy.
Plus, rarely is “viral” manufactured. Don’t follow fads or try to make it happen in order to get more visitors. You want meaningful traffic that is seeking you out based on your specific value, not because of a fluke. Even if it worked once, odds are good they’d abandon ship just as quickly as they arrived, because the rest of your blog is not providing more empty entertainment.
Will fluffy content hurt your blog? Only after considering your audience, your blog strategy, and your own motivations will you be able to gauge if it’s a good choice.
In the meantime, you’re welcome to like Nora the Voice Over Cat’s Facebook page. She balances her fluff with meaty (pâté style) voice over content, during the two hours a day she likes to be awake.
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