Your 5-Step Guide to Blogging: Applying Art and Science

Make your blog blossom

Blogging.  This month I’ve talked a lot about it.  So, before April showers turn into May flowers, let’s discuss once more how we can water our own blogs – either as individuals or businesses – so that they blossom and grow. They’re a great tool, but only if used effectively. Don’t use them as a hammer, where everything looks like a nail. Apply some art and science to the endeavor.

To be a successful blogger you simply need to remember these five key precepts.

Of course, to do this you must know who your readers are and what they care about. Look at  your blog subscribers.  What can you tell about them? Notice which posts get the most traffic.  What does this tell you about what your audience cares about?  What are your FAQs?  Find the gaps, and fill them. Seriously, you must consider this.  If your audience benefits, then you’ll benefit.  Because they’ll take a desired action.  They’ll pay attention and learn from you.  And they’ll share.  If they don’t benefit, then they won’t care.  So, really, what’s the point? In other words, think (and use) “you” a lot, rather than “I”, “me” or “we” .

Have you ever read a blog; then asked, why did they write that? Know where you’re going. You can have any number of purposes (e.g., to inspire, to entertain, to teach, to inform). Just be sure you’re staying focused and true to your own. And if you want your readers to take an action, ask them to do so and give them a reason why.  Your audience can’t read your mind!

Note:  I must thank Brian Clarkfor alerting me to some amazing research on use of the word “because” as a trigger word and transition to providing a reason for action.  Check it out in The Two Most Important Words in Blogging. It will blow your mind.

Content is king.  People need it and want it. To simultaneously build authority and network, be useful. (And check out this interesting article showing the psychological underpinnings of why building yourself up as an authority is so critical). Hang in there. You’re building your brand.  The more trust you build, and the more useful content you provide, the more you will gain a competitive advantage. 

This is important for two reasons.  First, you must learn the ins and outs of the blogging trade.  What works?  What doesn’t? Like everything else, there’s a learning curve.  There’s tons of advice out there, so look for it.  Second, you want to keep providing valuable content.  To be useful, you must know what’s going on in your field.  Keep abreast of issues.  Be curious. Get connected.  Connect others by providing links to other useful content and commenting on other people’s blogs (but comment the right way).  Keep the knowledge flowing.

Don’t simply explode like diarrhea on the page. Make yourself a step-by-step checklist to follow when creating a blog post. Titles. Headlines and sub-heads. First paragraph. Formatting. Links. Labels. Key words. SEO. All of these things influence whether your post
will be opened, read and shared.  This is why you’re doing this, so don’t skimp here.  Pay attention to what you’re doing!  And don’t be afraid of getting creative.  It makes blogging much more fun. A lot is written on the art and science of blogging, writing and content strategy.  Read. Here’s one good article by John Haydon (smart, experienced guy!), How can I write better blog posts?, to get you started.

Other recent blog-related posts on Clairification:

Blog Content Checklist:  7 Ways to Assure Your Content Doesn’t Get Away From You

5 STeps to Killer Social Media (Part 2): What Mom Knows Best

5 Steps to Killer Social Media (Part 1): What Sue Sylvester Can Tell Us

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