The Knot has a blog that focuses on wedding planning for couples. An element that qualifies this blog as “good” is the niche focus. This niche speaks to a specific, but large, audience of couples planning a wedding, and the audience sees the blog as a useful and reliable resource. This is because The Knot has established themselves as the expert in the wedding planning field. They not only have a blog, but also have several planning resources, an app with an interactive planning checklist, vendor lists, registry links, and free wedding websites for couples.
The Knot has four main categories within their blog - engagement, planning advice, ceremony & reception, and then destination weddings. This works well because as soon as you enter the blog landing page, you can see and easily navigate to the four categories and the top article in each category. After the four categories, you can see editor’s picks, trending topics, and then all topics, which includes the four main categories along with travel, fashion, beauty & wellness, parties and events, gifts, relationships, married life, and news. Once in a particular post, regardless of category, there are several links throughout to other posts that relate to something within the post. This allows the readers to get more details on specific items, as well as easily navigate to other related posts.
New blog posts are consistently created and posted, so readers can check daily for new planning tips and inspiration. While scaling and maintaining blog content can be difficult, there are several different writers for The Knot to make it possible. What is good about several different writers is that they can each take on a sub-specialty with the already niched-down blog. So, within the various blog categories, there are writers who focus on the categories that they are experts on. For example, one writer, Maddy Sims, specializes in beauty, sustainability, mental health and inclusivity, and she writes several posts for the beauty & wellness category and relationships category.
The blog content is high-quality considering that talking about wedding planning could be superficial. One blog post I came across actually cited a clinical psychologist when discussing how social media can impact couples’ relationships; this happened to be an article by Maddy Sims, so her mental health specialization is absolutely an asset to The Knot blog. I do appreciate that she and the other writers are taking the time to dig deeper on the subjects they cover and give couples substantial material beyond just what colors are popular for bridesmaid dresses.
Overall, The Knot blog does a good job of creating new, relative content for their niche and have established themselves as a leader in their industry; they are a great example of thriving blog!
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