Improve your blogging - Learn from 300 years of blogging experience
Upcoming SlideShare
Loading in...5

Improve your blogging - Learn from 300 years of blogging experience






Total Views
Views on SlideShare
Embed Views



5 Embeds 177 159 12 4
http://marketingfacts2009.brutaal 1 1


Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    Improve your blogging - Learn from 300 years of blogging experience Improve your blogging - Learn from 300 years of blogging experience Presentation Transcript

    • Improve your blogging – Learn from 300 years of blogging experience!
      Navin Kabra
      @ngkabra and @punetech on twitter
    • Those who blog for readers
      NOT: those who blog for self-expression
      Target of this talk
    • A blog
      is a
      mini-newspaper /magazine
    • Gather info
      Publish, rinse, repeat
      What does a newspaper do?
    • Gather: Constantly thinking about what to blog
      Select: Deciding if something is appropriate for blog or not
      Expand/Improve: Collecting further information
      Opine: Add own opinions
      Rinse, Repeat
      A blogger does the same
    • Traditional media has perfected some aspects of this
      Learn from them
      Traditional Media =300 years of blogging!
    • Media spends much more time/effort (as a percentage of their total effort) on this aspect.
      Most bloggers don't focus so much on this aspect
      Blogger: I'll blog about whatever I think about.
      Not good enough!
      Gather: Media vs. Blogs
    • Newspaper reporters can't say we'll write about whatever news we run into as we go about our lives.
      They have to seek out all news that their readers interested in.
      Same with your blog.
      meetu/wogma can't review whatever movies she happens to see.
      Must watch all Hindi movies and review them
      Gather: Blogs should do more
    • Google Alerts (subscribe for keywords related to your area)
      Twitter (use “search columns” on tweetdeck or seismic desktop)
      Mailing lists (join as many relevant lists as you can)
      Events (attend all relevant offline events)
      Syndicate content (seek out content by other bloggers and ask permission to republish on your blog)
      Gather – How?
    • Don't blog everything that comes to your mind
      Think about what your readers are interested in
      Reader more important than Writer
    • Newspapers have a space crunch
      Blogs have an imaginary space crunch
      Can’t waste readers’ time with too much content
      Can only fit limited stuff on first page
      Select – Space Crunch
    • Don’t blog everything – drop less relevant content
      Reduce size of each blog post
      Have subsections
      Relegate some stuff to subsections
      Front page has just links to subsection articles
      Get an editor for your blog (friend, spouse)
      Someone who brutally tells you which posts are boring
      Select – Space Crunch – Ideas from newspapers
    • Newspapers/magazines don’t
      just excerpt another publication’s
      article with an excerpt & link
      Neither should you!
      Don’t just echo
      Add value
      Check for accuracy – confirm info independently
      Add alternative points of view
      Add more info (wikipedia, etc)
      Improve / Expand
    • You’re already doing most of this!
      But consider:
      Opinions by guest bloggers
      Posts containing your opinion & and
      one opposing opinion
      Imitate Newspaper Columnists
      Develop a distinctive style
      Have a consistent opinion
      Opinion Pages
    • Other things to learn from traditional media
    • No-one has time to read all your blog posts
      Even those reading your post, don’t read each sentence in detail
      Everybody skims!
      Write so as to hook the skimmers
      Write for skimmers
    • Newspapers spend lots of time on headlines
      Sometimes headline writers are different from the reporters
      Headlines grab attention
      Good for SEO
      Spend lot of time thinking of an interesting (clickable) headline
      Which should also contain appropriate keywords (for SEO)
      Write for skimmers - Headlines
    • Newspapers give a quick overview in first paragraph
      And then fill in details in rest of article
      So those who read just one para still get the whole story
      Try doing the same
      Your content reaches more minds
      Write for skimmers – First paragraph
    • Photos most “looked at” parts of newspapes/magazines
      Skimmers can’t “avoid” photos
      Then high probability of reading captions
      Tell your story in photos and captions
      Write for skimmers – Add photos and captions
    • Break up long articles into sub-sections
      Give useful sub-headlines to subsections
      Use “excerpt boxes”
      This hooks reader “just glancing” over article
      Study how magazines do this
      Write for skimmers – Sub-headings
    • Which is correct?
      Write to show your command over language
      Write to be easily understood
      Write to NOT be misunderstood!!
      Small sentences
      Simple words
      Avoid ambiguous constructions
      Get an editor!
      Radical Clarity
    • Links
      Further reading
      Cite Sources
    • Much more effort into gathering data
      Be selective about what you post
      Expand/Improve: Dig into the story
      Write for skimmers (headlines, pics, sections)
      Radical Clarity
      • NavinKabra
      • Background: Computer Science - B.Tech, IIT-Bombay, Ph.D., U-Wisconsin, USA
      • Currently: Co-founder at
      • But: Better known for my websites!
      • Twitter: @ngkabra, @punetech
      • More info:
      • Email:
      • Linked-in:
      About the author(aka blatant self-promotion)