I've addressed the importance of meaningful content in past posts, so in this one, I'll stick with the topic of content that's effective.
Effective content is that which resonates with your intended audience - it appeals to them and positively shapes their opinion of you as the author. Effective content also inspires your audience to take an action you've identified as a goal. That may be something as tangible as purchasing your product or service, or as conceptual as considering you a thought leader in your industry. (Both valid, in my opinion.)
When you keep that information in mind, you can use it to create blog content that is valuable specifically to that kind of person, and allow the rest to fall away, at least in your mind. (After all, every website and blog has its share of tire-kickers, hate readers, and other people who aren't worth your concern or focus.) What does this person need to hear from you to take the kind of action you want? How do you need to present your message in order to get through to that specific person, and to keep them coming back for more content?
In the case of this blog, I've identified my target client, or reader, as a business owner (or decision-maker in someone else's business). They're nterested in all aspects of business, even the parts in which they aren't an expert - hence spending time perusing this blog. They're most likely in a creative field, and if their actual industry isn't a creative one, their own personality still incorporates some creativity and they want to enhance their business image in a creative way, such as through blogging and social media. They see the value in blogging and social media and want to connect with customers and colleagues using this kind of technology. They also place a priority on authenticity - they want to purchase the service I sell from someone with whom they can identify, and someone they can tell is "real." (They're also smart and educated, but not so much of a "word nerd" that they're bothered by my use of "they" rather than the clunky "he/she." They value readability over precision!)
When I started Firebrand Messaging, it was really important that my writers and I be able to represent our clients' business using a voice that really sounded like them - to engage with their fans, followers and customer base in a way that felt real. That's an integral part of our brand, and something I keep in mind when I'm crafting my own blog content for prospective customers of my own. I hope you'll reach out if you could use some help crafting blog articles and social media posts that attract your ideal clients and that make them want to connect with you.