I’ve been blogging professionally for just about a decade now and have covered scores of topics mostly for the aquatics industries, but many others as well. Over that span, I’ve learned quite a bit about what it takes to put together an effective blog post, advice which also works for the most part while posting on social media.
As both a blogger and reader of blogs, I've come to believe that a great deal of good blogging is very much the same as many other forms of writing. Certainly, those who make their living in digital realms will point out that “search engine optimization” represents a new written discipline. And while that's certainly valid in many important respects, it's also true that whether you’re communicating on clay tablets using hieroglyphics or writing a blog that will be read on electronic tablets, smartphones and laptops, in my view at least, the basic principles of written communication for the most part still apply.
So without further ado, here’s Eric’s registry of blog-writing advice:
1. Have a point. This might seem an overly simplistic edict, but arguably the most important. Fact is, it’s impossible to write effectively unless you’re first clear in your own mind what you’re writing about. Sounds easy enough but often times, a given subject will have multiple subtopics or tangents that could all be subjects unto themselves and if you don’t think first about your “thesis” i.e. your main point, it can be surprisingly easy to confuse even simple lines of discussion.
If, for example, you’re writing a blog about how to change a tire, and especially if you've titled the piece as such, stick to the procedures because that’s what the reader expects. In that context, you might do well to avoid tangents about the inner workings of the greater automotive industry or how freeway daisies look pretty in spring. If by contrast you’re discussing a big philosophical idea, perhaps the impact of automotive culture on society at large, then it may well be helpful to avoid getting bogged down in ultra-detailed information that could draw the reader away from your central point.
2. Do your research. Once you have a basic idea of what you’re trying to say, then it’s time to dig in and find the information that supports your point. Because we live in the so-called “Information Age” where seemingly all shared human knowledge is readily accessible, researching is much easier than it once was. Still, don’t be afraid to delve into multiple sources, even those you can’t access online, such as, I dare say, direct conversation (interviewing) with someone who knows more about the topic at hand than you do.
3. Plan your writing. This most commonly takes the form of an outline. Once you know what you want to say and the factoids, thoughts, research, opinions, etc. that support that main point, organize the material in logical fashion. You can write it down in quick note form, or create an extensive highly detailed outline, or you might even be able to simply organize your thoughts in your head. However you do it, create a road map for the discussion. Doing so will help keep your thoughts focused and your writing on point.
4. Attribute, don’t plagiarize. As a journalist with 30 years professional experience, it drives me nuts the way that so many people play fast and loose with their sources. If you’re conveying information you learned from a specific source, let the rest of us know who or what that source is. And whatever you do, don’t ever cut and paste someone else’s writing into your blog and claim it as your own.
Be honest with yourself about what you know and don’t know, where you found your information and always keep in mind that you build credibility by citing your sources. No one knows everything; so don’t pretend that you do.
5. Tell the truth. Perhaps the biggest issue I see in blogs and social media posts are that many – including both famous people and rest of us – oftentimes don’t feel constrained by the truth when it comes to making a point. If you find yourself fictionalizing information to support an argument there’s a word for that practice: “Lying.”
6. Be clear. There are numerous resources for writing composition advice online and elsewhere with tips galore about how to use the English language and nowadays tons of stuff about blogging in particular. For this discussion I’ll suffice say for most people, there’s great power in keeping it simple. Use direct, if not short, sentences and tight paragraphing. Don’t feel you have to explain everything under the sun and stay on point. Worry less about sounding clever and more about making sure the reader accurately understands what you’re trying to say.
It also can be a huge help to read other bloggers who you admire and pay attention to the way they get their points across. Whatever examples and advice you use, keep in mind that clarity is king because if the reader doesn’t understand the discussion in the clearest possible terms, at best they’ll lose interest and stop reading and at worst misinterpret your meaning.
7. Take your time. Fact is, writing is not easy and like most any difficult task, it can take time. For most of us, it’s not something that’s done effectively on the fly or in a rush. Some bloggers I know like to go at it aggressively and blast out their drafts in one sitting, while others chip away at the writing task over time. Either way, don’t feel that you need to rush to the end. And, if possible, learn to enjoy the process. Much easier said than done, enjoying writing means adequate preparation and allowing yourself to delight in the way information works through your own brain.
Like anything else, the more time you spend, the better you become.
8. Edit. One of my best college professors liked to say that “writing is the art of re-writing” and over my many years as a paid scribbler, I’ve found that to be exceedingly true.
It is almost impossible for even the best writers to nail a perfect draft on the first try. Part of doing a good job communicating means rereading and refining your points. Don’t be afraid to completely rewrite a sentence, paragraph or an entire section and likewise, keep in mind that what I call “editing by deletion” is a great tool for achieving clarity. Very few words are sacrosanct and if you’re like me, you’ll find great freedom and power in hitting the delete key.
9. Wrap it up. Keep in mind that a good blog, or any kind of persuasive writing, comes to a clear conclusion. Yet, many bloggers and social media posters seemingly don’t know when to put the proverbial period at the end of the sentence.
A great technique for writing conclusions is to reiterate your main point. Using the tire-changing example, you might start off by saying something like “Changing a tire is easy, if you know what you’re doing.” And then at the end you might conclude by saying, “If you follow these simple steps, you’ll be back on the road in no time.” You’ve said the essentially same thing, in different words, and book-ended the piece with the main point.
10. Be prepared for responses — and don’t take it personally. This is might be the toughest part. In this day and age, the blogosphere is chalk full of people just itching to say the most hurtful and even creepiest things that pop into their heads. I personally believe the anonymity of the digital realm gives cover to some people who want to, shall we say, vividly express their opinions without direct personal accountability.
That static comes with the territory and it’s helpful to keep in mind that if someone is offering a negative response, at least they’ve read your piece. It also helps to remember that “internet trolls” are usually trying to evoke an equally negative response. That’s why if you’re going to enter the fray with your thoughts and words, expect a variety of comments and never take it personally, regardless of how ugly some people can be.
Now, if I can only follow my own advice!
