Blog Writing For Beginners, Part 1: 3 Things To Consider Before You Begin
Blog writing for beginners, step 1: What's the purpose of your blog post? If you don't know, chances are neither will your audience.
Well, maybe the odd passing clairvoyant but most of your readers will leave you - feeling bewildered as to your intent, disappointed with themselves for having wasted their time and less inclined to revisit your site for more of the same.
Decide on the purpose of your post before you do anything else: Do you wish to educate your readers, perhaps along the lines of a "How To...
" type post? Will you provide them with new knowledge which answers a current concern of theirs or gives practical instruction? Will you write to inform your readers, with the intention of establishing your credibility and authority - a person of influence - within your industry? Or critique a product or service, a book or a film, to help them make an informed purchase decision? Perhaps you plan to entertain your readers: Are there some market 'in jokes' that you could explore, thereby highlighting your sense of fun and yourself as a person reluctant to take themself too seriously? Maybe you intend to challenge your readers: Rock the boat, question the status quo or provoke a little controversy? A note of caution: Being regarded as an extremist is unlikely to enhance your reputation, being seen as a radical thinker may.
What's your call to action? Ideally, what's the one thing that you'd like your readers to do next, having read your post? Clarify your purpose, before considering: Blog Writing For Beginners, Step 2: Do You Know Your Audience? I'm a 51 year old guy, who loves pretty much everything about being on, in or under the sea but I've never got around to learning to surf.
If I went down to Fistral Beach, in Newquay (one of the UK's most popular surfing areas) and tried to chat with the Surfer Dudes and Gals (did I get that right?) I'd be out of my depth.
That's because I have no shared experience of surfing to establish common ground with them, no knowledge of their private language of "barrels", "bombs" and "carving" to develop rapport and don't understand the dress code.
I'd need to learn a lot about surfers and surfing before I could write an article that would be accepted in any of the popular surfing magazines, let alone be read by those with a passion for the sport.
Whichever niche you're in, it's the same with your blog writing - you need to know your audience.
The more you understand about their hopes and aspirations, their challenges and fears, their interests and pastimes and any 'insider' language, the easier it will be for you to write posts which they find relevant and engaging.
An un-researched, ill-informed approach is disrespectful to your audience, who will leave you faster than a Great White can clear the water.
Blog Writing For Beginners, Step 3: What's Your Voice? If you answered a knock at your door to find two Police Officers standing there, the chances are you'd be immediately concerned that they were bringing you bad news.
If, upon inviting them in, they made any attempt at humour you'd likely be confused and suspicious of their inappropriate behaviour.
If the purpose of your post is to entertain, a dry, witless, piece will not achieve your desired outcome.
If you attended a global warming convention, would you expect to leave having been entertained or informed? Knowing the purpose of your post is vital to choosing your 'voice'; the most suitable writing style for your subject and intended outcome.
I'm certainly not suggesting that you adopt a false persona; you'd swiftly be found out and lose credibility if you tried.
I am suggesting that you employ requisite variety in your writing style in order to best suit the occasion, just as you do when speaking.
Be aware, also, that you are crafting a monologue.
How will you capture your readers' attention and maintain their interest? I like to imagine that I'm having coffee with a recent acquaintance and our discussion flows easily yet is not over familiar.
I attempt to mimic a conversation by including questions and throw away comments, just as I do in any spoken exchange, so that the reader feels drawn in and involved.
What do you think? Would that work for you? (Did you see what I did there? Oops, there's another one...
) A few closing thoughts...
If you've decided your purpose, considered your audience and chosen the right voice you're ready to let your fingers do the talking.
Adopting these three simple preliminary steps as part of your blog writing process will give a structure and a style to your writing which will make the next step easier for you.
Next time, we'll discuss the content of your post - from headline to closing gambit - and how to take your readers on a journey from A to B, via C, without cries of "Are we there yet?".
We'll speak soon.
Well, maybe the odd passing clairvoyant but most of your readers will leave you - feeling bewildered as to your intent, disappointed with themselves for having wasted their time and less inclined to revisit your site for more of the same.
Decide on the purpose of your post before you do anything else: Do you wish to educate your readers, perhaps along the lines of a "How To...
" type post? Will you provide them with new knowledge which answers a current concern of theirs or gives practical instruction? Will you write to inform your readers, with the intention of establishing your credibility and authority - a person of influence - within your industry? Or critique a product or service, a book or a film, to help them make an informed purchase decision? Perhaps you plan to entertain your readers: Are there some market 'in jokes' that you could explore, thereby highlighting your sense of fun and yourself as a person reluctant to take themself too seriously? Maybe you intend to challenge your readers: Rock the boat, question the status quo or provoke a little controversy? A note of caution: Being regarded as an extremist is unlikely to enhance your reputation, being seen as a radical thinker may.
What's your call to action? Ideally, what's the one thing that you'd like your readers to do next, having read your post? Clarify your purpose, before considering: Blog Writing For Beginners, Step 2: Do You Know Your Audience? I'm a 51 year old guy, who loves pretty much everything about being on, in or under the sea but I've never got around to learning to surf.
If I went down to Fistral Beach, in Newquay (one of the UK's most popular surfing areas) and tried to chat with the Surfer Dudes and Gals (did I get that right?) I'd be out of my depth.
That's because I have no shared experience of surfing to establish common ground with them, no knowledge of their private language of "barrels", "bombs" and "carving" to develop rapport and don't understand the dress code.
I'd need to learn a lot about surfers and surfing before I could write an article that would be accepted in any of the popular surfing magazines, let alone be read by those with a passion for the sport.
Whichever niche you're in, it's the same with your blog writing - you need to know your audience.
The more you understand about their hopes and aspirations, their challenges and fears, their interests and pastimes and any 'insider' language, the easier it will be for you to write posts which they find relevant and engaging.
An un-researched, ill-informed approach is disrespectful to your audience, who will leave you faster than a Great White can clear the water.
Blog Writing For Beginners, Step 3: What's Your Voice? If you answered a knock at your door to find two Police Officers standing there, the chances are you'd be immediately concerned that they were bringing you bad news.
If, upon inviting them in, they made any attempt at humour you'd likely be confused and suspicious of their inappropriate behaviour.
If the purpose of your post is to entertain, a dry, witless, piece will not achieve your desired outcome.
If you attended a global warming convention, would you expect to leave having been entertained or informed? Knowing the purpose of your post is vital to choosing your 'voice'; the most suitable writing style for your subject and intended outcome.
I'm certainly not suggesting that you adopt a false persona; you'd swiftly be found out and lose credibility if you tried.
I am suggesting that you employ requisite variety in your writing style in order to best suit the occasion, just as you do when speaking.
Be aware, also, that you are crafting a monologue.
How will you capture your readers' attention and maintain their interest? I like to imagine that I'm having coffee with a recent acquaintance and our discussion flows easily yet is not over familiar.
I attempt to mimic a conversation by including questions and throw away comments, just as I do in any spoken exchange, so that the reader feels drawn in and involved.
What do you think? Would that work for you? (Did you see what I did there? Oops, there's another one...
) A few closing thoughts...
If you've decided your purpose, considered your audience and chosen the right voice you're ready to let your fingers do the talking.
Adopting these three simple preliminary steps as part of your blog writing process will give a structure and a style to your writing which will make the next step easier for you.
Next time, we'll discuss the content of your post - from headline to closing gambit - and how to take your readers on a journey from A to B, via C, without cries of "Are we there yet?".
We'll speak soon.
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