Blogs build credibility and a following over time. One useful or interesting blog post may draw people back a second time. It requires more than one effective post to build a following.
The key to a successful blog is maintaining a certain quality and consistency over time. If you regularly post to your blog, you will develop a style, voice and approach that make each post easier and faster to write. When you are getting started, however, each post may present you with unique challenges in identifying content and writing about your chosen topic.
Here are some suggestions that can get you started with a useful and interesting post.
1. Begin with a specific idea
Blog posts have to be short (400-700 words). Space is limited, so each post should have one clear focused idea as the topic.
2. Identify three to five main points that support your topic
Each point should be easy to cover in a short paragraph (50 to 75 words). You may want to summarize these points as an "organizer" in the first paragraph of the post, so a visitor knows what to expect.
3. Keep it simple
Write in short sentences and short paragraphs. Use each sentence and paragraph to build your topic.
4. Begin with an eye-catching idea, popular subject or trending topic
You have about seven seconds to engage your reader. Using a topic that is currently trending on the Internet or in the news media is always a useful strategy, if you can tie that topic to your business.
Using this approach has two advantages. It increases the chance that your post will appear in searches for the topic. It also acts as a teaser to interest people in what you have to say.
For example, the recent death of football great Deacon Jones led to Internet discussions of football-related head injuries. A blog built around medical questions could have used the trending topic of Jones's death to discuss the risks associated with head injuries.
A company that sells nutritional products, vitamins or health supplements would have an easy time finding trending or popular information to lead into a blog post. Major newspapers frequently feature articles about new dietary research. The new data often brings into question or contradicts previous research. Many people would read a well-written post that explains how the new findings should influence what we eat or drink.
The role of diet in health and the huge increase in obesity in the U.S. make this a popular topic at any time. For this kind of company, having a blog that writes intelligently about current dietary "best practices" in plain terms would be very likely to generate interest and build a following.
5. Clearly state the main idea of purpose of this post
Tie your topic to the "teaser" that you used to begin the post.
6. Discuss each of the main points
Briefly write about the main points you identified earlier. Make your ideas tangible by including examples, descriptions or other specifics. Be flexible about these points if you have a better idea while you are writing.
7. Write a short conclusion
Tie the main ideas you've covered together in a final paragraph that links back to the main topic. If you are writing a series of related posts, be sure to mention upcoming topics so people will know to come back.
Starting a blog is interesting and fun. But, as a friend of mine has said, after a month it gets to be work! You can maintain your original momentum by continually keeping an eye out for interesting questions, issues or topics that would work in your blog.
Don't ignore any 2-in-the-morning brain waves you might have. Just be sure to write them down so you remember them in the morning. Listen to your customers. Their questions and concerns are always a good basis for a blog post.
If you missed the first installment of "How to Write a Blog" you can check it out
here. Please share your ideas, comments, questions and suggestions about this blog with us. Feel free to leave comments below or to email Judy at
[email protected].