1.1 Taking the first steps toward building a great blog
Welcome to this course on blogging!
In this module, you will learn the very basics of blogging - the key terms and phrases you will read throughout this course, what a blog is, how blogging originated, who blogs and how to begin clarifying your blogging purpose, before you take the next steps and set up a blog of your own. This knowledge will equip you with everything you need to know in order to make decisions about the type of blog you might wish to set up, how to get started and how to develop your blogging skills over time. The information in this section forms the foundation of the modules to come.
1.2 So what exactly is a blog?
The word “blog” is a shortened form of “weblog”. In essence, a blog can be thought of as an online record of events, ideas, or other forms of
expression, such as images. It is a website that is usually structured using pieces of content, referred to as “posts”.
For example, a blogger (a term used to describe someone who maintains or writes content for a blog) may write and publish a post describing a day out they enjoyed at a local attraction, or a post in which they talk about the pros and cons of a particular product they have recently tried.
Activity : Read Some Blogs
Time: 30+ Minutes
Begin by exploring the world of blogs. Use a search engine to locate at least two blogs on topics that interest you, by searching “[topic]” and “blog”.
Are the blogs engaging?
How often have they been updated?
Why do you think the blogger started writing in the first place?
What do you think their key message is and do you believe that they have succeeded in communicating it to the outside world?
1.3 How did blogging begin?
The word “weblog” was first used in 1997 to refer to regularly updated sections of websites in which the owner or owners would post media (usually text) describing events or opinions that had caught their interest. The term “blog” was first used in 1999 by a programmer called Peter Merholz. Just five years later, the Merriam-Webster dictionary announced that “blog” was its word of the year. In a short space of time, the concept of blogging and maintaining frequently updated websites centred on a particular topic became mainstream.
As blogging became more popular, a number of easy to use pieces of software became widely available. The website LiveJournal.com enabled users to sign up for free and create their own blogs (referred to as “Live Journals”), in which they could freely express their thoughts. Moreover, other users could also comment on what they had written. Blogger.com was developed in 1999 and offered a similar service, allowing users a simple way to create their own blog, without the need for technical knowledge or an understanding of how to update web pages. WordPress and TypePad were released in 2003. We will take a closer look at these platforms later in the course.
Thanks to the introduction of these easy to use platforms, the number of blogs online increased by a huge amount between the late 1990s and the mid-2000s. It is estimated that by the mid-2000s, there were over 50 million blogs. Writers and freelance journalists began to realise that by blogging, they could potentially reach a large audience and share their opinions freely with other internet users.
Unlike the constraints imposed upon them in traditional printed form, they were not limited by word count, when it came to blog posts. Some of the most popular blogs of all time have been political in nature and even now still facilitate discussions on current affairs. At the time of writing, most reputable news sources, organisations and many prominent individuals maintain one or more blogs. They are seen as a useful means of spreading information and connecting people who share similar outlooks.
1.4 What kind of content do people share on blogs?
Most bloggers believe that an effective means of encouraging reader engagement and repeat visits is to use multiple types of media on their blogs. In the early days of blogging, text was the main means by which bloggers could communicate their ideas. Since then, it has become increasingly common to see bloggers sharing their photos and videos with readers. A blogger may relate personal stories, share opinions, highlight links to other websites of interest and offer readers the chance to join an email list in order to keep themselves abreast of new posts and other developments on the blog. Bloggers may also make some documents and pieces of software available for downloading, either on a paid or free basis.
What about microblogging?
Traditional blogs take the form of webpages or websites that are updated frequently with content as deemed appropriate by the owner(s). However, another type of blogging came into existence in 2007. The most well-known type of microblogging platform is probably Tumblr.com, which allows users to sign up in order to create their own “Tumblr”. A Tumblr is a stream of content, sequenced in order of posting, uploaded or shared by the Tumblr's creator. Much like Twitter, it can be thought of as a combination of a blogging facility and a social network - users can easily post updates to their account and at the same time, engage with other members, sharing content and commenting on the online activity of other people.
Twitter is usually classified as a social networking site rather than a means of creating a blog, as it limits its users' “posts” to 280 characters (this was previously 140 characters only, but was amended in November 2017). However, some users use it much like a diary and provide regular updates informing their followers of their everyday experiences.
FACT
A new blog is created every half-second.
Source: Ezaroorat.com
1.5 Why do people write blogs?
There are a number of reasons why an individual might decide to start a blog. Some of the most common are as follows:
To find others who share their interests
This may be the most common motive for bloggers. When you create a blog that focuses on a particular topic or hobby, it will attract the attention of others who want or need to read about the same topic. This can result in online and offline friendships between those who enjoy talking about common interests. Most bloggers allow readers to comment on their posts and on blogs with high levels of traffic (i.e. a large readership), the discussions can be as well received and as eagerly anticipated as the posts themselves.
For example, political blogs and those that encourage readers to think about current affairs often attract individuals who are keen to air their own views in the comments section. Whilst this can be hard work for a blog owner who may need to monitor the content of these comments, lively online debates are arguably vital in maintaining the popularity of any online community.
To help other people
Some bloggers are motivated to begin writing following an especially difficult or traumatic period in their own lives.
For example, an individual who has overcome a rare and debilitating disease may wish to help other people in the same predicament, by starting a blog containing useful information about the illness, together with their own strategies for overcoming the symptoms. Others may be particularly passionate about an obscure hobby and wish to pass on instructions, hints, or tips via blog posts. Some bloggers may wish to explain their own unique worldview to readers, in the hope that it will help them make personal progress.
For example, a blogger who has personally benefitted from converting to a religion or who has discovered a particular political philosophy, may use a blog to tell the world how their life has changed for the better, in the hope that others will learn from their experiences.
To record their journey at a turning point in their lives
Since the beginning of recorded history, people have used diary writing or journaling as a means of making sense of difficult times in their personal lives. This human tendency has not changed with the advent of the digital era. A blogger may choose to record their experiences as a mature student, a first time parent, the founder of a new business, or someone embarking on a mission to lose a significant amount of weight. They may want to record their progress as a means of motivating themselves, to inspire others, or to βind other people who are undertaking similar challenges.
To create the kind of content they wanted to find online
Someone who has tried and failed to find exactly what they wanted to read online, whether that be articles about a niche interest or a website about a particular political ideology, may feel that they have no choice but to create it themselves.
As a means of creative expression
Now that bloggers can use images and videos alongside text to communicate their message, blogging has become more creative than ever before. Posts that are shared many times across the internet are referred to as having “gone viral”, which is a sign of success in the blogging community.
People with the ability to generate memorable content which conveys a memorable, important, or highly entertaining message, can soon accumulate readers, fans and followers. Some bloggers find the challenge of keeping the attention of an audience to be a positive stimulus to their creativity and enjoy thinking of new ways to keep them engaged.
Blogging usually entails writing and therefore can help the blogger improve their skills as an author. This can be helpful in improving their performance at work or school. This can apply to both fiction and non-fiction writers. Some fiction authors maintain blogs that not only allow them to connect with their readers and with other writers, but also allow them the chance to experiment with other types of writing, such as personal essays or literary criticism.
Artists, designers and photographers may also maintain blogs in which they showcase their latest designs or other creative work. This allows them to share ideas with others, to show their skills to potential employers or clients and to establish their identity as an artist.
As a form of activism
Blogging has become a powerful way for individuals who feel passionately about a cause or idea to spread their beliefs and attempt to change existing attitudes found within society. For example, the Tumblr blog stophatingyourbody.tumblr.com has received widespread attention and acclaim for its attempts to encourage readers to improve their self-esteem and question dominant narratives about beauty and attractiveness often found in the mainstream media. Online activism is often perceived as more democratic than traditional in-person action, as it allows anyone with an internet connection to get involved, regardless of their location, socio-economic status or other potentially limiting factors.
To establish themselves as a credible source or an expert in their field
By providing useful content on a regular basis, especially if it pertains to a particular subject, a blogger can establish themselves as an expert on their chosen subject. The internet as a whole is not moderated and it is theoretically possible for anyone to call themselves an “expert” and write as though they are in possession of vast amounts of knowledge on a certain topic, even if in reality they are no better informed than anybody else. However, it has also provided well qualified individuals with a platform that they can use to share valuable information. Experts with popular blogs can easily bolster their reputations as highly credible sources and they can then use their positive reputations as a means of attracting new business and networking opportunities.
As a therapeutic tool
Blogging can be commercial and large scale, as is the case for blogs found on major news websites. However, millions of blogs are written by individuals who share their innermost thoughts and feelings with the world as a healing process.
For example, someone may use a blog as a means of dealing with anxiety, depression, or to recover from an abusive relationship. They may not feel able to talk to anyone in their “real lives” and so seek solace in relaying their problems, struggles and triumphs to people online. Sharing experiences in this way can be especially useful for those struggling with topics that are still met with stigma in everyday situations, such as child abuse or severe mental health problems.
To fulfil coursework or academic requirements
As the internet in general and online journalism, in particular become more integral to our everyday lives, many colleges and universities offer courses in which blogging or creating an online presence is a mandatory part of the curriculum. For example, students studying journalism may have to publish regular public blog posts as part of their coursework. This ensures that they are equipped to deal with the demands of modern reporting and reader engagement, which involves digital publishing.
To feel a sense of achievement
Learning how to set up a blog, thinking of a suitable topic and maintaining a posting schedule can instil a sense of pride and achievement. Although blogging platforms are straightforward, setting up a blog entails picking up a new skill. This can feel like a big achievement for those who consider themselves poorly equipped when it comes to technical matters.
To promote their business or products
The use of online content to promote a product or a business is known as “content marketing”. Running a blog, usually as part of a larger website, can provide potential customers with a reason to return to a company's website. This is a desirable outcome from the organisation's point of view, because it means that the reader will engage with the brand and therefore be more likely to consider spending money on products and services. Providing authoritative information, help sheets and tutorials free of charge instils a sense of goodwill in readers and is likely to improve their perception of the brand.
With the rise of social media, blogging is currently perceived as just one aspect of an organisation's or an individual's online presence. It is common practice for a blogger to publish posts on their blog and then promote their content via various social media channels, in order to maximise its reach. Sometimes, a writer or artist will create a blog with the sole intention of promoting a certain product, concept, or exhibition.
For instance, an author who has written a non-fiction book may start a blog in which they write essays relating to the topic of their work, or a fiction writer may use their blog as a means of posting “teasers” from their novel or collection of short stories. As you can see, there are a great many reasons why someone would wish to start a blog. Anyone with an internet connection and an idea for a blog can try it out - and they can do so for free. For this reason, blogging is arguably one of the most democratic aspects of the internet.
Everyone has the chance to write about whatever they wish - their lives and opinions. Blogging is not restricted to any age group, gender, socioeconomic class, or ethnic background. Moreover, anyone can blog in anonymity, which erases traditional divides still further.
Activity : Your Statement of Purpose
Time: 10-15 Minutes
Take a piece of paper and a pen. Devise at least three separate taglines or sentences that sum up your ideas for your first blog.
For example, if you intend to start a blog in order to promote your dog sitting business, you might write “To provide potential and existing customers with dog care advice, whilst building a relationship with people who might use my services”. If you are starting a blog that focuses on your experiences with a chronic health condition, you might write “To document my journey in learning to manage my illness and hopefully encourage other people in a similar situation”.
1.6 Questions to ask yourself before you begin blogging
Even if you intend for your blog to be just a hobby, it is still worth asking yourself why you wish to begin a blog in the first place and what you hope to achieve by setting up an online presence for yourself. Here are a few questions you may wish to answer, before moving onto the next module. You do not have to have all the answers at this stage, but these questions can encourage you to consider your motives and to realistically gauge how much time and effort will be required to set up a blog. We will come back to the issues raised by these prompts in later modules, so you may wish to make some notes to which you can refer.
Question 1: What is the core message I want to communicate via my blog?
Most blogs fail when their owner lacks a sense of purpose and direction. Before you sign up for any blogging services or draft your first post, think about what you are trying to say. What is your reason for setting up a blog in the first place? If you had to summarise your blog's message in one sentence, what would it be?
Question 2: Who am I targeting?
Once you are clear on the central message of your blog, you will be better placed to pinpoint who you are trying to attract. If you try to appeal to everyone, you will be disappointed. It's better to identify a target audience and then concentrate on serving their needs. Who is your ideal reader? What sex are they, how old are they, what are their primary concerns and what kind of lifestyle do they lead? If you would like to grow a significant readership over time, another consideration is how readily you will be able to target the audience you have in mind. Do you already have a following on social media and take part in online communities that cater to this demographic?
Question 3: Do I have an idea of the content I will post to my blog?
This may seem an extremely obvious question, but it is essential for clarifying your blogging vision. What sort of experience do you wish to offer your readers and how will the content you provide help you to achieve that aim? Do you intend to write short essays, illustrate your points with images, curate content from other sources, provide step by step instructions, or structure your content in another way altogether?
Question 4: What kind of media do I want to use on my blog?
Are you planning on using text-based media for the majority of your blog, or are you thinking of using images and videos? Think about your target audience, when making this decision. What kind of media will they respond to best? For example, if your blog is targeting young professionals, they may be less inclined to read long pieces of text, compared with a retired audience who may have more time in which to browse through lengthy essays. If you are trying to appeal to a young audience in their teens, videos and other visual media may be the best way of holding their attention. Look at other blogs targeted to your ideal audience. Learn from the way in which they present their content.
Question 5: How much time will I need to set aside to set up and maintain my blog?
The answer to this question depends on several factors. Do you consider yourself to be comfortable with the internet and competent with computers in general, or will you require some time to become used to the online environment in which your blog will be situated? Do you feel conβident in working with editing software? Do you have an understanding of how websites are hosted, or will you need to take time to understand terminology that may be new to you?
Once you have got your blog up and running, you will need to schedule some time to create, edit and post new content. If you allow other people to comment on your posts, you will also need to factor in time for moderating and responding to their feedback. Ask yourself what, if anything, you will need to give up in order to keep your blog running. You may have to cut down on other online activities, such as gaming, or accept that your usual standard of housework may have to be lowered from time to time.
Question 6: What resources or help will I need, in order to set up my blog?
Aside from this training course, will you need any further assistance or resources as you set up your blog? Perhaps you might feel more conβident if you asked for and received help from a friend or relative who is already experienced in blogging or interacting with others as part of an online community.
Question 7: Is there any reasonable chance that other people would be willing to contribute content to my blog?
It is common to feel a high level of enthusiasm and excitement when starting a new blog. However, the reality is that over time your motivation will begin to wane. Some days you may not want to create new content, even if you have promised yourself or your audience to update your blog. At times like this, it can be helpful to have a few eager contributors or guest bloggers to create posts for you. It's a good idea to think about who may be interested in contributing a guest post, at the beginning of your blogging journey.
Question 8: Do I want to blog in such a way that reveals my identity?
The internet can be an unforgiving place and for this reason, it is not always a good idea to blog under your real name. In an ideal world, no one should have to fear online attacks or harassment (sometimes known as “cyber bullying” or “trolling”), but given the prevalence of online bullying, it is sensible to think carefully before starting a blog under your real name. There have been instances of online bullying against bloggers, which have later translated into in-person harassment and even violence.
Most bloggers never encounter serious trouble online, but it is important to be aware that voicing your personal opinions online is not without risk. The content of your blog and the context in which it is written are key factors to bear in mind, when deciding whether to use a pseudonym. If you are representing a business or writing on a non- controversial topic, it is likely that using your name and likeness is safer than if you are planning to write about more divisive issues. Some writers maintain two identities online - one as their “real self”, which is appropriate for business related matters and contributions to non-controversial websites and another online identity which allows them to write about contentious issues, without fear of being targeted by those holding opposing views.
Question 9: Am I comfortable with the fact that anything published on the internet may be permanently available to the general public for all time?
In theory, it is possible to take down a webpage or delete a blogpost, so that no one can ever read it again. However, in practice, the modern cliché “the internet is forever” is based on truth. Once you have posted something to the internet, anyone can take a screenshot of your work, share it with other people and copy your writing and images for future reference.
Furthermore, there are websites such as Wayback Machine (archive.org) that hold archived copies of webpages, so that they are accessible to web users even if they have been deleted. What does this mean for you as a blogger? Quite simply, you need to think carefully before publishing your thoughts, personal details, or likeness to a website. If you are planning to write under your real name, consider what kind of impression your blog will give to current and future employers, colleagues, partners and friends. This question is not intended to deter you from starting a blog, but you need to be aware that blogging is very much a public activity, which can result in personal difficulties or embarrassment if it is done without careful planning and concern for your reputation.
Module Summary
A blog is a website or webpage comprising of pieces of content (commonly known as “posts”) which are often presented in chronological order. Blogs have existed since the late 1990s and the practice of blogging became popular in the first half of the 2000s, with the rise of easy to use blogging platforms such as LiveJournal and WordPress. Blogs can address any topic and can serve multiple purposes. They can educate, inform, entertain and incite debate. They can be used to promote products, sell services and to build online communities centred on a specific interest or cause.
Bloggers can make use of a range of media forms, including text, video and links, in order to illustrate their points and engage with readers.
Blogging is accessible to all ages and backgrounds and it is easy to get started. Most businesses use blogging as a way of building an online presence and increasing customer engagement. Before starting a blog, it is useful to ask yourself a number of questions that will shape the way you publish content online. Specifically, it is essential that you locate your target audience, understand the purpose of your own blog and take into account factors that could influence your personal safety and reputation.
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