4.1 A blog is only as strong as its content
In this module, you will learn how to build an audience using the power of strong blog content. Even if you have chosen a popular blog topic and have an idea that will help you to present the topic in a new way that will make you stand out from your competitors, your blog will never be successful unless you learn how to publish posts that draw readers in and then encourage them to come back for more. In the following sections, we will look at practical ways in which you can generate meaningful content that will deliver your message to your audience.
4.2 The various types of post you may consider publishing to your blog
If you have followed the suggestions in this course, by now you will have read numerous blogs. You will have noticed that bloggers make use of a number of formats when they post. Some of the most common post formats are outlined below, along with the pros and cons of each. You will soon notice that the βit between a post's content and format is important.
Regular articles
These are text-based posts, which are often based around factual matters. There is no absolute rule when it comes to the ideal length for an article, but a typical blog post ranges from around 500-1,500 words. They should have a clear beginning, middle and end - that is, the reader should understand within the first paragraph what will be addressed in the post, before being steered through a series of relevant points presented in a logical order. A good article will also feature a definitive conclusion that summarises the key issues raised within the piece, before posing a question or recommendation to the audience.
Articles are usually the main component of a blog. They may be published as standalone pieces, or presented as a series. Publishing a series of posts around one concept can be a good way of breaking down complex ideas into several easy to read articles that allow your audience time to fully digest one key point at a time.
Articles are a good way to communicate information, but if you rely on them exclusively, there is a risk that your audience will become bored and begin to crave variety. Images and videos can add some visual interest to your articles. We will look at how you can use images to good effect, later in the course.
Authority posts
These posts are usually significantly longer than regular articles. Bloggers publish authority posts with the intention of establishing themselves as thought leaders or experts in a particular niche. For instance, someone blogging about weight training may decide to publish a 5,000 word article which they describe as “the ultimate guide to getting started with free weights”.
Typically, they will be several thousand words in length and will aim to provide the reader with a complete outline regarding a specific topic or idea. They may be text-based, but many will make use of images and videos. They may include a tutorial or set of step by step instructions.
Authority posts are an excellent way to establish credibility and they are often widely shared within a community, if they are well written. This means that they have enormous potential to increase your visitor numbers and boost your reputation. However, they require a large initial investment in terms of time and effort, which may not be worthwhile if the post does not attract much attention.
Lists
If you wish to provide your audience with a set of facts, figures or arguments, then a list format may be a good choice for your blog post. Lists can be numbered or simply presented in bullet points. They may be text-based or incorporate other elements, such as photographs or illustrations. Lists can also be a good way of distilling a complicated idea down to its most basic components, or transmitting the very basics of what the reader ought to know about a particular topic.
For instance, a blogger writing about statistics for psychology students may write list posts with titles such as “Ten Things You Need To Know About T-Tests” and “Five Reasons To Use Loglinear Modelling”.
Lists are quicker and easier to read than paragraph based articles and tend to be more readily shared by those who read them. They can also (but not always) be quicker to write than regular articles. However, lists do not carry quite as much gravity as other post formats, such as tutorials and authority posts.
Tutorials
Tutorials or how-to posts are a great way of passing on knowledge to your readers and establishing credibility. They are among the most widely shared type of content on the internet. The downside to producing a tutorial post is that they often take a long time to prepare.
For example, if you are preparing a tutorial on how to operate a particular piece of software, you will need to allow plenty of time for capturing screenshots showing every step.
Videos
Sometimes video is a more effective format when trying to communicate a message, compared with text or images. You can either make your own videos in order to convey your message, or use those created by others (with permission). Video offers you the chance to appear to your readers as a real, live human being. This can be put to good use, if you want to make an appeal or announcement on your blog, or if you just want to offer your readers some variety.
Video is often perceived to be a more immediately engaging format, compared to text or static images - and it can convey a lot of meaning in a relatively short amount of time. However, if your readers come to believe that you are relying on videos (especially if you do not make them yourself) rather than taking the time to write high-quality content, they may lose respect for you as a blogger and source of information.
Simplified explanations
Simplified explanation-style posts are a cross between an authority post and a tutorial. They typically take a complicated concept and break it down into basic steps. For example, a blogger who writes about global politics may choose to write a simple guide to understanding the historical source of current tensions in the Middle East. Simplified explanations are typically longer than typical text- based posts, but shorter than in-depth tutorials or authority posts.
Posting a good simplified explanation can help to establish you as a helpful source of knowledge on your topic. Much like tutorials, simplified guides are often widely shared if they are well written. They are a valuable resource, for those new to a topic or who are just getting started in developing a particular skillset. However, more knowledgeable readers may feel patronised or bored, if they are presented with this kind of content on a regular basis.
Curated resources
A curated post consists of a list of links to other online articles, videos, or any other content that a blogger believes would be of interest to their audience. It is quite common for bloggers to present a weekly “round-up” post, whereby they take the opportunity to signpost their readers to external links that will entertain them or further their knowledge. A curated post may be quite general - for example, a blogger may post a collection of links to any site that is vaguely relevant to their own niche - or centre on a specific issue they have recently raised in one of their own posts.
Publishing this kind of post can build your credibility as someone who keeps themselves up to date with recent news and developments on your topic. Curated posts can also act as a useful tool for networking with other bloggers - if you tell someone that you have provided a link to their work on your website, they may well return the favour at a later date. However, if you use curated posts on a frequent basis, your readers may conclude that you are unwilling or unable to produce original content. This may cause your reputation to suffer.
Inspirational/Conceptual posts
If you have devised what you believe to be a truly new idea concerning your niche or subject area and feel excited about it, you may wish to publish an inspirational or conceptual post in which you outline your vision or beliefs.
For example, if you are a blogger who writes about recent developments in robotics, you may feel inspired to share your vision of how artificial intelligence will develop over the next decade and the ramifications this may have for humanity. This kind of post is typically quite long.
When they are well written and structured in a logical fashion, this kind of post can be exciting for readers who are willing to see the world around them in a new way. However, overly long conceptual posts can appear somewhat self-indulgent. They are best published on an occasional basis only.
4.3 How to come up with ideas for your blog posts
Bloggers who post on a regular basis stand the best chance of establishing an audience. However, the prospect of coming up with an ongoing stream of new ideas for blog content can feel overwhelming. The good news is that if you have chosen your blog topic carefully in accordance with the guidelines contained within previous modules, you need never worry that you will run out of ideas. You also have access to the internet and to other bloggers' websites - and these two resources alone will guarantee you a never-ending supply. Here are a few ways of generating more ideas for content, whenever you feel stuck:
Find out what problems your target audience are facing
To connect with your target audience, you need to understand their concerns and write about them. Read the comments sections on other websites, look at posts on forums that serve your target audience and browse Facebook discussions on public groups. Make a list of the topics and queries that emerge on a regular basis and address them in future blog posts. What practical tips and help can you offer your audience? What kind of content will inspire them to overcome their difficulties?
Ask yourself what you most wanted to know when you began learning about your topic
Can you remember what it was like to be a beginner in your field, or how it felt when you were just starting to learn about your blog topic? What were your most urgent questions? Write a post or series of posts in which you address these issues.
Watch the news
Keep up to date with current affairs. When you browse the headlines or listen to news stories, think about the potential connections between your blog topic and what else is going on in the world around you.
For example, if you are a knitting blogger who hears a news item about the link between creativity, hobbies and mental health, then this could provide you with inspiration for a post about the positive effects of knitting for those who need to de-stress.
Read or watch something you would never normally pay attention to
Sometimes you may find yourself stuck in a rut, unable to think of any new ideas whatsoever. A quick way to shake yourself free is to expose yourself to new ideas and media that you usually avoid.
For example, if you never watch cartoons, then make a point of setting aside an evening to watch an animated series. If you usually avoid romance novels or any other kind of genre, make an effort to read a book of this type. Whether or not you enjoy the experience, you will be forced to see the world from a new angle. This can help you move into a more creative mindset.
Look at some inspiring images
If you primarily work with words, spend some time looking at images that uplift and inspire you. As well as improving your mood, which will in turn improve your ability to relax and think of new ideas, an image can inspire you in a literal sense.
For example, if you view a series of images showing exotic holiday destinations, you may feel inspired to write about travel or vacations in a way that relates to the topic of your blog.
Find some inspirational quotes and use them as a basis for a post
Do you have a favourite quote that you return to whenever you need inspiration or encouragement? Create a post that explains why this quote has meaning for you and tie it back to the topic of your blog.
Decide on a post format and then on a topic
Instead of devising a topic and then choosing a format, try choosing a format - perhaps one you have not tried before - and then think of a message or content that would βit with your choice.
For example, if you have never used a list on your blog before, set yourself the challenge of devising a ten-point post that gives your readers some unusual or fun facts relevant to your blog topic.
Use services that show you what people have been searching for
Google, Twitter and Reddit can all provide you with valuable ideas for blog posts, by showing you what is currently trending online. Once you are equipped with this information, you can then use your creativity to draw links between a particular trend and the central topic of your blog.
Google allows the general public to see what their users want to find on the internet. You can use Google Trends (google.com/trends), to find out what people have been looking for online over the past 24 hours and in various different countries. Google currently operates in 100 countries. You can also browse trends by categories, including Health, Business and Sports. Twitter (twitter.com) features trending topics and discussion points on its homepage. Reddit - referred to as “the front page of the internet” - shows you the most popular stories and news items on its homepage (reddit.com).
Activity: Drawing Inspiration From The News
Time: 10 Minutes
Open the nearest newspaper, or look at the front page of your favourite news website.
Give yourself five minutes to devise a blog post title and outline three bullet points that you can use to structure your blog post.
Look at chapter headings in books about your topic
Go into a bookstore - whether online or on the high street - and pick up a few books on your topic.
Look at the chapter titles and major subheadings. Could you use any of these as prompts for your next blog post?
You could also βlip to the back of the book and look through the index for useful words and phrases that could form the basis of a blog post, or at least give you an idea for future avenues of research.
Read other blogs on your topic
This is one of the best ways of ascertaining what your audience wants to read about. Bookmark at least three successful blogs in your niche and read them on a regular basis. Take note of the issues they cover and then ask yourself how you could do it better. Remember that whilst it is not acceptable (or legal) to copy someone else's work, there is nothing wrong with taking inspiration from someone you admire.
Write about your successes and your failures
Even if the tone of your blog sways towards the formal, consider publicly reflecting on your personal successes and failures - at least as they relate to blogging. What has gone well on your blogging journey so far and what would you do differently next time? Personal posts allow your readers to gain an insight into your character and background as they learn from your blog.
Attend an event related to your blog topic and then write about it
If you can find a conference or festival that fits with the content of your blog, attend it and write about your experiences.
For example, if you are writing a blog for novelists, you could attend a local literary festival and write a post about the best talks you attended, the special guests and so on.
Find out what products are popular with your audience and review them
If members of your target demographic have begun to show an interest in a particular product or service, why not write a blog post about it? If the product or service is inexpensive or comes with a free trial, you could review it yourself and write a post about your experience.
When you become a well-established blogger with a consistent audience, you may be able to secure free review copies of books, courses and other products, by getting in contact with the retailer and explaining that you are interested in reviewing their product for your blog.
Think about incorporating a new, regular feature on your blog
If you feel as though your blog is becoming a little stale and you need to vary the format of your posts, consider experimenting with a new regular feature on your blog.
For example, you could decide to release a new list-based post every Monday morning, in which you present your readers with five or ten facts that may be of interest.
Ask someone else to write a guest post for your blog
Approach another blogger in your niche and ask them to contribute a post to your blog. This will provide your readers with a new perspective, as well as giving you a brief respite from creating content for your site. You could either provide them with several options for topics, or give them free reign.
FACT
Over 60% of consumers report that they have purchased a product after reading a recommendation posted to a blog.
Source: Writtent.com
4.4 The power of a posting schedule
It is possible to think of new blog post ideas and write them on a weekly or daily basis, as required. However, most people beneβit from planning their posts well in advance. If you know that you have the material required to sustain your blog for the foreseeable future, this will alleviate any stress experienced by trying to think of new ideas on a regular basis.
Most successful bloggers stick to a posting schedule. Your posting schedule can be as simple as a document in which you βill in four columns - the date on which your post will be published, the title of your post, the length of your post and a few notes on its content and overall direction. You don't need to draft every post in advance, but try to include at least two or three brief sentences in the final column, which will give you a prompt when writing your post.
Allow yourself at least a few hours to complete your three month posting schedule. It may take awhile before your ideas start flowing, but if you have selected a suitable blog topic that holds your interest, then you should be able to complete a posting schedule that covers the coming months.
Make sure you keep it up to date with new ideas and cross off posts as you complete and publish them. If you work best when you have a tangible reward to look forward to, write down each reward associated with each post or milestone.
Activity: Create A Posting Schedule
Time: 1+ Hours
Set up a new document on your computer that will act as your new posting schedule. Set a goal to devise three months' worth of blog post ideas within three days.
4.4 How to add extra value to your blog posts
With a few simple adjustments, you can elevate a good blog post into a valuable piece of content that your audience will be eager to share with others.
The following tips are useful ways of improving the perceived quality of your work:
Quote authority figures
You should already be following the online activities of thought leaders in your field, so put your efforts to good use and cite them occasionally in your articles. This will show your readers that you are taking the time to keep up to date with important figures in your niche. Moreover, you can then contact the individual in question to let them know that you have quoted them in one of your articles. Successful bloggers are often keen to help others, because they know this improves their own reputation, so they may well draw attention to your work on their own blog or social media feed. We will return to the issue of working with other bloggers in a later module.
Back up your claims with scientific research
Most people are familiar with Google, but relatively few people make use of Google Scholar (scholar.google.com). A database containing millions of scientific journal articles, book extracts and other pieces of peer-reviewed content, Scholar can be an excellent resource when you want to back up a point you make in a blog post with some scientific research.
For example, if you are a pet blogger writing a post about the positive effects of pet ownership on mental health, you will be able to use Google Scholar to find a couple of published papers which will support your argument. Even though the majority of your readers will not follow your links and read the original source material, the fact that you have included references will confer an air of legitimacy.
End your post by spelling out the implications of this information for your readers
Even if you believe the implications of your post are obvious, state them clearly at the end. Remind the reader that they have made a good decision in spending time reading your blog. Round your post off by asking your readers to leave their comments and feedback. If you have written a lengthy post, including a brief summary for the beneβit of readers who may have read the post in two or more sittings and have forgotten the points you made near the beginning. Writing a summary will also benefit you, as you will quickly be able to pick up on any missing content and identify places where the content does not βlow as smoothly as you would like.
Use correct spelling, punctuation and grammar
You do not have to be a gifted writer to build a popular blog. However, the more polished your writing, the more seriously you will be taken by your audience. If you are unsure whether you have spelled a word correctly, always double check before you publish a post. If possible, read over your posts at least three times before they go live. Your readers will not mind the occasional mistake, but they may lose patience if every post is littered with errors.
You should also make sure that you make appropriate language choices. If you are not completely certain as to the meaning of a word or whether it is offensive, always take the time to double check before sending your writing out into the world. Bad language is best avoided, unless it is expected and appreciated by your target audience.
Module Summary
Your potential audience now have more distractions and demands on their time than ever before and they must continually make decisions as to how they will use their limited free time. It is vital that their first impression of your blog is positive, as they are unlikely to return otherwise. A reader will quickly make an assessment as to how engaging your blog content is and then act accordingly. Therefore, as a blogger, you must always aim to produce memorable, valuable content that either entertains your readers, solves a problem, or both.
There are many different types of blog posts, such as straightforward articles, tutorials, quotes and guest posts. Varying the format of your posts is an effective means of holding your readers' interest. Coming up with ideas for new posts can be challenging, but if you have chosen your blog topic carefully then you should be able to find enough ideas to last you for years. A posting schedule is a useful tool, as it lets you know in advance whether you need to undertake research before writing a particular post. You can research new ideas by reading other blogs in your niche, as well as keeping up to date with the latest news and product releases in your field.
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