Blog Purpose & Strategy

How to create a KILLER purpose for your Food blog

Once you know this about having a blog purpose, you will find it a million times easier to create content for your blog. Every Day.

Why? Because you will have a real purpose to creating and promoting your content.

Over time, creating your content will come naturally which allows you to create killer blog posts that dazzle your audience. All you need to do is put these few words of advice into place early on in your digital strategy.

Successful business people always tell the SME business owners that they need a vision and a mission for their business.

And it’s true. So why should food digital marketing or food content marketing strategy be any different?

Now ask yourself this:

Are you (or your food digital marketing agency) writing content for the sake of it?

Or because someone simply told you to?

STOP Blog Purpose

Now take a step back from your website or blog and have a real think about what your blog purpose actually is.

Brian Clarke from writes a great post on how to get started with a business blog.

Of course, you want your blog to generate traffic. Then you want to turn that traffic into sales.

However, your blog (or web asset) as I call it, won’t generate much traffic unless you are truly working towards a purpose, theme, vision or mission. In addition, you won’t enjoy writing for your blogblog, meaning it will drop to the very bottom of your priority list

So in this post, I’m showing you how to maximise the potential from your blog by giving it a purpose to exist.

A true theme that you love, your audience can’t get enough of and influencers have been waiting to share their whole lives.

What’s more…

Knowing this will make it great fun to write your posts as your work generates outstanding results.

Just follow these few simple steps.


Step 1 – Brainstorm your target personas

Identifying your target market is a simple business fundamental and it’s the same for your blog’s purpose.

So the first thing you need to do, is decide WHO you are writing for.

Are you writing for experts in your field or just the beginners?

Note: it’s not just about who your business is targeting as customers.

Of course, this needs to be considered but the most important part of your blog purpose is that it gets shared by experts or influencers in your field and linked to by other website owners.

So have a real think about who will want to read your content but more importantly who will want to share, link to or promote your blog.

Step 2 – Find popular and purposeful topics

Choosing the right topic for your blog could be the determination of success or failure.

You need a topic or theme that other people are already writing about on their blog.

You also need one that people like reading about.


Create yourself a shortlist of topics you’d like to write about and your target personas would be interested in reading, sharing linking and promoting.

Here’s a few questions you can ask yourself:

  • How many blogs are already out there on the topics of choice?
  • Is the blog market saturated for this topic?
  • Are there lots of articles saying the same old thing in a slightly different way?

You want a blog that isn’t going to take years to generate traffic from the search engines but still stands proud in a popular niche.

Here’s a master tip that will ensure you choose a popular topic in terms of shares and links.

In the below example I use an example topic ‘Business Analysis’.

Here’s what to do:

Type [your topic name] into Google and have a look at the results.

Like this:

Blog Purpose - Business Analysis Theme

As you can see, Wikipedia is ranking high for the term ‘Business Analysis’.

Now jump over to

Copy and Paste the exact Wikipedia url into the search box on the Moz page (as shown below)

Moz Blog Purpose Checker

Now take a look at the number of root domains that are pointing towards this Wikipedia page. In this example there are 82 root domains.

This tells me it’s a fairly popular topic of conversation.

I now know there are 82 outreach opportunities for a post which is geared towards Business Analysis theme.

So if you find a theme that has hundreds or even thousands of domains linking to the Wikipedia page, you can easily gauge the opportunities that are out there.

Remember though, you need to choose a theme that isn’t too saturated with people already fighting for traffic.


Step 3 – Create a vision and mission for your blog purpose

Just as in business, how can your blog purpose be successful if you don’t know what you want it to look like in the future?

So here’s a couple of examples of what your vision and mission could look be

Example Vision –

To be the number one resource online for [chosen theme]”

Mission –

To share and grow the world’s knowledge in [chosen theme]”

It doesn’t have to be about sharing information, it could be about bringing people together within a particular industry, such as a forum or directory. Other examples of blog content types include

  • Game
  • Humour
  • Tips & Techniques


Step 4 – Create a post relevant to your blog’s purpose, vision and mission

This is where the real gold dust lies.

Now you have you target personas. You also have your blog topic or theme.

The next thing is to create a blog post that is the ultimate guide to [YOUR TOPIC]

Make it the best you can. Add images, videos and content that people are dying to share.

Use Brian Deane’s Skyscraper technique if you wish.

But remember you can’t just create a post and expect people to come and read it.

So you need to create a blogger outreach strategy where you to tell your target personas about your new AMAZING blog post.

From there, you can start focusing on your next post.

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