Make It Happen
My Tipsheets are chock full of ideas. They are all aimed at translating knowledge into a quick, action-oriented 60-second nugget.

First Name:
Last Name:
Tipsheet Archive
Randall's Resources
Whenever I speak or write, I often prepare extra "bonus" materials.
Enter the Resource Code to access this special content:
Resource Code:
Try this example Resource Code: eventplanning

Strategy and Synergy

by Randall Craig on April 5, 2011

Filed in: Blog, Blogging, Communication, Make It Happen Tipsheet

Tagged as: , , ,

Many people are interested in writing a blog, particularly if they have special expertise.  Yet, the precise subject of the blog usually eludes them.  Choose the wrong subject, and you’re stuck with it, and because of Google, it sticks to you… forever.

The overall blogging rule is simple: write for your reader.  Imagine who that reader is, what interests them, and choose your topic that way. Simple.

But if you stop there, however, you’ve only done half of the work.  The reader might benefit, but how do you know that YOU will?

To truly benefit, you need to add two additional criteria:

Is it Strategic? How does writing on your topic help you personally?  Your team?  Your organization?  Does writing help position you (or your organization) in a different light?  Is there a way to slightly change the topic so the benefit improves?  How does your topic tie in to your organization’s mission, vision, and values?  If you are writing for yourself, how does your topic tie in to your personal career plan?

Is it Synergistic?  How does the topic complement other things that you are doing?  Does it help you explore an area of professional interest?  Can you repurpose the blog content in another format, such as a white paper, video, or presentation?  Can blog post ideas naturally be derived from your day-to-day work?

Choosing strategically ensures that the blog effort points you in the right direction.  Choosing synergistically helps you be more productive with your insight.

This week’s action plan: Synergy and Strategy apply to just about every activity that you do – and not just in the world of Social Media.  This week, before you say “yes” to someone else’s request of you, ensure that the activity is both strategic and synergistic.  If not, then work with the person who made the request, to see if a minor change might make it so.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
:  Professional credentials site
.com: Web strategy, technology, and development
:  Interviews with the nation’s thought-leaders



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and

Previous post:

Next post: