This document provides an introduction to blogging, including what a blog is, the benefits of blogging, different types of blogs, how to analyze blog posts, define yourself as a blogger, publish blog posts, and key points to remember about blogging. The main points covered are that a blog is a website with regular updates of blog posts that are written from a personal perspective, the benefits include establishing authority and promoting ideas, there are different types of blogs based on expertise and interests, and bloggers should define their niche, target audience, and blog post topics.

1. David Allen
Digital
Marketing
Manager
INTRODUCTION TO
BLOGGING

2. You’ll be introduced to
blogging, its benefits, and
useful hints and tips on how
to make the most out of
your own blog posts.
TODAY’S SESSION

3. SO, WHAT IS A BLOG?

4. - A website with regular(ish) updates, usually displayed in a long
feed of ‘blog posts.’
- Content is written from a personal perspective or in the style
of commentary.
- Often informative, entertaining or softly educational
- Conversational tone.
- Often topical or responsive to news – like a newspaper
columnist.
- Can be thoughtful or explore ideas
- Blog posts don’t necessarily have to resolve neatly, and can be
open ended.
WHAT IS A BLOG?

5. WHY BLOG?

6. - Establishes you as an authority or recognised ‘expert’ on a
topic or area
- Allows you to subtly promote something
- Directly helps people find you, your project or course on Google
through its effect on ‘search engine optimisation’
- Allows you to communicate your own ideas directly, freely and
widely
- Reach new people, extend your network
- Collaboratively develop ideas as part of the wider academic
community
- It’s free and requires no real technical knowledge!
REASONS FOR BLOGGING
PROFESSIONALLY

7. DIFFERENT TYPES OF BLOGGING

8. WHO’S AN ‘EXPERT’ IN WHAT?
Summarise what each blogger
appeared to have knowledge or
expertise in, what niche are they
interested in, and what the purpose
of the post was.

9. WHAT WORKED WELL, WHAT DIDN’T
What worked well, what didn’t
work well in each bloggers’ blog
post and website.

10. WHO IS THEIR AUDIENCE?
Then, choose one of the blog posts; and create a
fictional ‘audience member’ for who might be
interested in reading about or sharing that post.
- For example; ‘Phil, a 52 year old Maths professor,
interested in economics, higher education and
golf.’

11. - Summarise what each blogger appeared to have
knowledge or expertise in, what niche are they
interested in, and what the purpose of the post was.
- What worked well, what didn’t work well in each blog
post.
- Then, choose one of the blog posts; and create a
fictional ‘audience member’ for who might be
interested in reading about or sharing that post.
- For example, ‘Phil, 52 year old Maths professor,
interested in economics, higher education and golf.’
ANALYSING BLOG POSTS

12. Now, briefly summarise:
Your own professional ‘niche’ or
area(s) of interest
2-3 target audience ‘personas’
for your own future blogging
5 descriptive, shareable blog
post headlines
DEFINING YOURSELF AS A BLOGGER

13. To post to ‘Views @ BCU’ (or external
blogs) with a profile pic:
Write in Word and email to the BCU
press office: press@bcu.ac.uk
Alternatives:
 Upload to your own blog:
 Go to WordPress.com and click ‘Get Started’
 Contact section editors at newspaper blogs (e.g. Huffington
Post, Guardian Higher Ed Network, etc.) and submit content to
them directly.
HOW TO PUBLISH A BLOG POST

14. On a post-it note, write
down 5 key points you
need to remember about
blogging.
KEY POINTS TO REMEMBER

15. Blog posts can be conversational, educational,
entertaining and/or informative
Great blog posts are those that people want to
share on social media
Read, link to and engage with other blogs
Take time to define your own area of expertise
and anything topical that might touch on it.
Plan ideas for blog posts for when there’s
nothing in the news.
5 KEY POINTS TO REMEMBER

16. David.luke.allen@bcu.ac.uk
0121 331 6218
@BrummieDave
ANY QUESTIONS? CONTACT ME.