Writers Unbound

Steps to Blog Writing that Works

1. Produce longer content. Numbered lists, short posts with big photos, a little linking and one-sentence reviews with the embedded YouTube videos: short content. I (obviously) produce posts like this. I do lots of numbered lists here. I do quite a few shorter posts over at my other site. But I try to balance the little stuff, the shallow stuff, with some big, deep, heavy, valuable, longer content. Actual articles, with good quotations and relevant research cited, or with a logical outline and argument, development of an idea longer than one paragraph. You know. Stuff like that. Like those essays you had to write in college. Opening paragraph with thesis, main idea, supporting ideas, evidence, refutation of opposing ideas, summary, conclusion… Yikes. Seems like a lot, and sometimes it is. But if you think about it and give yourself time to do a bit of brainstorming and researching, and you’re used to popping out regular (shorter) posts, you can do longer posts as well. Just think of them as a series presented in a single post… might help.
2. Link within context. Don’t make a big deal out of your links and don’t link to irrelevant junk that you haven’t really looked over yourself. Link through the appropriate (couple of) words within the related sentence and move on. If people like what you’re writing about, are interested, and want to read more, they’ll follow. If not, being flashy and obvious isn’t going to convince them. And if visitors try a link or two and find them to be boring or broken, well, you’ll have a lot of work to convince them to try again.
3. Use professional pictures. Or at least professional-looking pictures. There are thousands available with Creative Commons Licenses, many of them taken by actual professional photographers. Some are taken by talented people who just like to take photos and let other people use them. With that great a wealth of photos around, there’s no excuse for using sloppy looking photos or graphics with your posts. And as far as using your own, that’s great if you know how to make them look decent as well. Crop the unnecessary edges, lighten or darken if needed, fix the red-eye. Don’t get too crazy happy with the effects, with one caveat: turning a not-so-great photo into black and white will not make it a better photo, but it will make lots of people think it is a better photo. Just so you know.
4. Give proper credit. For photos, for research, for data, for statistics, for opinions, for graphics, for videos, for music, for articles, for ideas. Sure, not all of that stuff is copyrighted and you could probably get away with using and not crediting more obscure items, but it would still be 1) unprofessional, 2) stupid, and 3) just wrong. So don’t do it. Give credit where credit is due.
5. Take one idea further. Instead of trying to promote fifteen ideas in one post or article, grab one idea - the one that is most exciting to you as you are writing - and just expand it. Write about it. Look at it from every angle. Give examples. Give illustrations. Draw a graph. Do some research. Brainstorm. Get deeper with one idea. By the way, since I just preached about giving proper credit, I want to come clean that this idea of taking one idea further came from a post I read several months ago. I just spent ten minutes searching for it and can’t find it… it was a guest post on a productivity blog, but that’s all I can remember except for the (well-developed, single) idea of the article. So, to the writer of that article, my apologies for lack of specific credit. If I find it, I’ll come add it.
6. Use recurring themes. You don’t have to use memes or join groups, though that’s a good way to get a recurring theme going. Come up with your own, something in keeping with the focus of your blog (you do know what that is, don’t you?). People like what’s familiar and they like knowing what to expect. If you have a great post every Monday about, um, meringue pies, then you will get a following who come to your blog simply because they know and love the Monday Meringue Pie Post.
7. Pick a side. Don’t be wishy-washy. Say what you mean, say it clearly enough that people know what you mean, and then back yourself up. Accept that there are enough people with enough diversity accessing the internet that you are guaranteed to displease someone, somewhere, on something you say. That’s okay. You don’t need to be mean, rude, disparaging, or get personal: you do need to be honest and have integrity. I’m drawn to writers who are honest even when I disagree with what they say. I just like the honesty and the willingness to put a view out there even though they know they’ll end up with lots of negative comments or questions simply because they stated their opinion strongly. I don’t like pandering. Nobody does.
8. Be professional. As mentioned above, don’t be “mean, rude, disparaging, or get personal”; it is unprofessional, impolite, and juvenile. If you’re old enough to drive, you’re old enough to learn how to express yourself without using profanity, personal attacks, and/or inappropriate expressions. Sure, everybody is going to differ a bit on what’s appropriate and what isn’t, and obviously the focus, content, and audience will differ from blog to blog. But you know when you’re crossing a line, and so do your readers. When your writing is emotionally fueled, free from all logic, and backed up by evidence that is personal and subjective, you’re probably deep into unprofessional territory.
9. Use a consistent format. Set your standards for your paragraph headings, image sizes, links, quotations and block quotations, and other little niceties of blog posting. Once you’ve decided on what you like, stick with it. It’s annoying when the format of posts across a single blog keeps changing, annoying enough to make me quit reading.
10. Throw in some extras. Give people good resources that you’ve found. Offer tips. Offer ideas. Offer the research sites for further investigation into the subject you’ve just posted about. Offer the sites you’ve found that present completely opposing views. Go a bit above and beyond in what you write about, how you write, and how you respond to your readers. “Extras” can be as particular and personal as you want them to be. They don’t necessarily have to be products, or freebies, though of course people like those, too. Just take what you’re doing, and then take it a little further. Do that consistently. People will come to quality.

Make it a good day!