Great blogging: which posts work

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Newscounter advises how to write blog posts that work

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Great blogging: which posts work

  1. 1. What sorts of blog posts work? A typology of blogposts
  2. 2. You can write dull posts on a blog that no one will read
  3. 3. And you can write interesting posts on a blog that no one will read
  4. 4. But some posts work better than others
  5. 5. The answer (in brief) <ul><li>Memes </li></ul><ul><li>Lists </li></ul><ul><li>Piggyback </li></ul><ul><li>Life blogging </li></ul><ul><li>Detractor </li></ul><ul><li>Breaking news </li></ul><ul><li>Links </li></ul><ul><li>Reviews </li></ul><ul><li>Surveys </li></ul><ul><li>Live blogging </li></ul>
  6. 6. Now we will: Explain each type of post give you examples Tell you how it works Rate how difficult they are to write And how much attention they can receive
  7. 7. Memes <ul><li>How do you do it? </li></ul><ul><li>A list of questions that you found on another site </li></ul><ul><li>You answer on your site and </li></ul><ul><li>Nominate other bloggers to take the questions from your site and repeat ad nauseum </li></ul>
  8. 8. For example <ul><li>Iain Dale takes on a meme, develops it and passes it on. </li></ul>
  9. 9. Why do memes work? <ul><li>Because you are building a network (the site that links to you and the sites you link to) </li></ul><ul><li>It’s been proven to stimulate debate by the other sites (or else you wouldn’t have picked it up) </li></ul><ul><li>Difficulty: 1/5 </li></ul><ul><li>Buzz: 4/5 </li></ul>
  10. 10. Lists <ul><li>A list of things, such as: </li></ul><ul><ul><li>Top 10 films this year </li></ul></ul><ul><ul><li>5 best holidays </li></ul></ul><ul><ul><li>10 favourite outfits </li></ul></ul><ul><ul><li>50 best games of football </li></ul></ul><ul><ul><li>10 favourite sportspeople </li></ul></ul>
  11. 11. For example <ul><li>This frontpage of The Times shows that 2 of their 4 most read stories were lists </li></ul>
  12. 12. Why do lists work? <ul><li>They create debate </li></ul><ul><ul><li>Why wasn’t X in, why wasn’t Y higher </li></ul></ul><ul><li>Easy to read </li></ul><ul><li>Compelling title </li></ul><ul><li>Frequently used search term </li></ul><ul><li>Difficulty: 2/5 </li></ul><ul><li>Buzz: 3/5 </li></ul>
  13. 13. Piggyback <ul><li>Giving your view on a top issue of the day </li></ul><ul><li>BUT </li></ul><ul><li>You need to have a unique view either from your perspective, knowledge or research </li></ul>
  14. 14. For example
  15. 15. Why does it work? <ul><li>Lots of people are interested in the issue </li></ul><ul><li>You can link to your blog from other sites talking about the same issue </li></ul><ul><li>Difficulty: 1/5 </li></ul><ul><li>Buzz: 2/5 </li></ul>
  16. 16. Life blogging <ul><li>Posts about your life, anything from: </li></ul><ul><ul><li>what you did at the weekend to </li></ul></ul><ul><ul><li>Why you need to take the car to the garage </li></ul></ul><ul><li>It works when: </li></ul><ul><ul><li>You can give advice to other people in the same situation (what’s good to do in Bristol with young children, where’s a good garage to change your exhaust) </li></ul></ul><ul><ul><li>You have a regular following of readers who want to know more about you </li></ul></ul>
  17. 17. For example
  18. 18. Why does it work? <ul><li>Very useful for a small number of people </li></ul><ul><li>Long term usefulness for search engine users </li></ul><ul><li>It’s like writing an open letter to a group of friends </li></ul><ul><li>Difficulty: 3/5 </li></ul><ul><li>Buzz: 2/5 </li></ul>
  19. 19. Detractor <ul><li>Criticise something </li></ul><ul><ul><li>A piece of technology </li></ul></ul><ul><ul><li>A bad restaurant </li></ul></ul><ul><ul><li>An unreliable tradesman </li></ul></ul><ul><li>Be careful of libel and defamation legislation; it still aplies </li></ul>
  20. 20. For example
  21. 21. Why does it work? <ul><li>Long term usefulness for a search engine </li></ul><ul><li>Very valuable to prospective purchasers </li></ul><ul><li>Choose a low profile product and your review will be one of a few </li></ul><ul><li>Choose a high profile product and it could be useful for a journalist reviewing a product launch </li></ul><ul><li>Difficulty: 3/5 </li></ul><ul><li>Buzz: 2/5 </li></ul>
  22. 22. Breaking news Just as it says on the tin
  23. 23. For example
  24. 24. Why does it work? <ul><li>It’s unique </li></ul><ul><li>Other sites will (mostly) link back to you when reporting it </li></ul><ul><li>You will get repeat visits as the story unfolds </li></ul><ul><li>Difficulty 5/5 </li></ul><ul><li>Buzz: 5/5 </li></ul>
  25. 25. Links Provide links to low profile (or news) websites and blogs
  26. 26. For example
  27. 27. Why does it work? <ul><li>The other (smaller) sites will be grateful to you and link to your site </li></ul><ul><li>Difficulty 4/5 </li></ul><ul><li>Buzz: 2/5 </li></ul>
  28. 28. Reviews of products, films, books, music etc.
  29. 29. For example
  30. 30. Why does it work? <ul><li>Many people see bloggers as more authentic than professional reviewers </li></ul><ul><li>You can get traffic through search engines (though unlikely for frequently reviewed products or films) </li></ul><ul><li>If someone really disagrees with you, it can create buzz </li></ul><ul><li>Difficulty: 2/5 </li></ul><ul><li>Buzz: 1/5 </li></ul>
  31. 31. Surveys What do your readers think about a topic?
  32. 32. For example
  33. 33. Why does it work? <ul><li>Engage your readers </li></ul><ul><li>Create new content </li></ul><ul><li>Difficulty: 2/5 </li></ul><ul><li>Buzz: 1/5 </li></ul>
  34. 34. Live blogging Giving your thoughts during an event
  35. 35. For example
  36. 36. Why does it work? <ul><li>Engage readers in a minute by minute commentary </li></ul><ul><li>Involve them in a developing event </li></ul><ul><li>Hold your readers for the duration </li></ul><ul><li>Difficulty: 3/5 </li></ul><ul><li>Buzz: 3/5 </li></ul>
  37. 37. In conclusion <ul><li>Memes </li></ul><ul><li>Difficulty: 1/5 </li></ul><ul><li>Buzz: 4/5 </li></ul><ul><li>Lists </li></ul><ul><li>Difficulty: 2/5 </li></ul><ul><li>Buzz: 3/5 </li></ul><ul><li>Piggyback </li></ul><ul><li>Difficulty: 1/5 </li></ul><ul><li>Buzz: 2/5 </li></ul><ul><li>Life blogging </li></ul><ul><li>Difficulty: 3/5 </li></ul><ul><li>Buzz: 2/5 </li></ul><ul><li>Detractor </li></ul><ul><li>Difficulty: 3/5 </li></ul><ul><li>Buzz: 2/5 </li></ul><ul><li>Breaking news </li></ul><ul><li>Difficulty: 5/5 </li></ul><ul><li>Buzz: 5/5 </li></ul><ul><li>Links </li></ul><ul><li>Difficulty: 4/5 </li></ul><ul><li>Buzz: 2/5 </li></ul><ul><li>Reviews </li></ul><ul><li>Difficulty: 2/5 </li></ul><ul><li>Buzz: 1/5 </li></ul><ul><li>Surveys </li></ul><ul><li>Difficulty: 2/5 </li></ul><ul><li>Buzz: 1/5 </li></ul><ul><li>Live blogging </li></ul><ul><li>Difficulty: 3/5 </li></ul><ul><li>Buzz: 3/5 </li></ul>
  38. 38. For more advice and information [email_address]

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