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Published by: Judy Cobb 07-02-2013  |  POSTED IN: Traffic Tuesdays

Words Blog 28: How to Write a Blog (Pt. 1)

 
Blogs are a powerful marketing tool if used well. Regular blogs can offer useful information, entertain or combine those two qualities. If done well, a blog can provide new content that draws people to your website and gets them to return.
 
If blogs provide value, people will read them, share them and follow them. They may "like" them on Facebook, Tweet about them or share the blog on their own Tumblr. A successful business blog can assure that the business maintains its visibility in Web searches and builds a following of customers, potential customers and members of a community.
 
For some people, blogging is about writing what comes to mind in a stream of consciousness. For most people, writing a popular blog requires more thought and structure than simply sitting down and writing.
 
This is true even for those who just seem to dash it off (even though they might never admit it). Dorothy Parker once said, "Writing is easy. Just sit at your typewriter until drops of blood begin to form on your forehead."
 
We aren't writing on typewriters anymore, but effective writing hasn't gotten easier. There are two big challenges when you write a blog: coming up with a steady stream of interesting ideas and keeping your message short, since a blog should have only 400 to 700 words.
 
Have a specific idea about what you want to say
Start by thinking about what you want to say. Your first idea will probably be too broad. Your industry's move into "green" products is a great topic and one that many people will be interested in. It is probably too general. Think about how to discuss this topic in smaller increments.
 
For example, companies in your industry may have both long- and short-term strategies for creating green products. In the short run, some companies may be reducing carbon emissions in manufacturing, creating more concentrated products that require smaller packaging and developing packaging that is 100% recyclable. 
 
A first blog might offer an overview of both the long- and short-term strategies in your industry. The second blog could describe the general types of short-term strategies being implemented now. Succeeding blogs might describe the specifics of each strategy and explain how those strategies affect a consumer.
 
In an industry that sells household products like cleansers and detergents, companies are developing more concentrated products that are effective in smaller amounts. They also require less packaging. 
 
Many people have been slow to adopt some of these more concentrated products because they believe "more is better." A blog that discusses the pros and cons of the new products could let people know what the new products can do and how to use them effectively.  
 
Think about the message of each blog. Focus on one specific idea at a time and be sure you have a clear vision. Build a series of blogs, beginning with one that lays the groundwork for the series. That approach has two advantages. 
 
1.  You have a plan and know your topics for several future blogs.
 
2.   People who read your blog know what to expect. If you interest them in the topic, they will return to see what else you have to tell them.
 
I am practicing what I preach today. Look for future blogs that describe specifically how to organize and write effective blogs.
 
 
As always, you can help us assure that every blog post in this series provides you with tangible suggestions and ideas for building or improving your website. Please share your ideas, comments, questions and suggestions with us. Feel free to leave comments below or email Judy at [email protected].
 
Judy Cobb is an independent writer and business writing coach whose clients have included Parsons Engineering, Mattel Toys, The Los Angeles Times and the Jet Propulsion Laboratory. She has specialized in developing training materials for instructor-led courses as well as interactive online courses and websites. She holds advanced degrees from Columbia University and Stanford as well as an MBA from UCLA's Anderson Graduate School of Management.
Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.
 
About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.
 

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