Blogs & Columns

Cultivating Readership

There are millions of blogs online on virtually every topic, so getting your blog read requires an interesting topic, point of view, and an interesting title.

Of course, content matters too. For most writers, the main reason for writing a blog or a column is voicing an opinion or sharing a passion or idea. There are commercial writers, too, who write about current projects or products for their employer or as independent contractors.

The most important quality writing a blog or column is your personal voice, what you have to say and how you say it. It is an opportunity for you to share your expertise. Your content should be organized and include material to make it interesting and useful to readers. You should refer to other sources and include links to other websites or resources of interest to your readers.

Regardless of the format your words are published in, be sure to carefully edit and proofread your work and ensure your facts are correct. Remember that readers appreciate the opportunity to interact both with you (the author) as well as with other readers, so your work is not done once you click on the ”send” or “publish” button. You need to monitor your blog, respond to comments, and post fresh content often to keep your readers coming back.

Checklist

I. Analysis

• • Why is the blog or column being created - what is its focus?

  • Who is the target audience?

  • Focus, message, what is your intentional tone? What tone do you need to take to persuade?

II. Evaluation

Content

• • • Is the topic of interest to your target readers?

    • Do you, as the author, convey your own voice (ideas and opinions) along with the factual content you are presenting?

    • Have you included images and links to other posts or web sites with related content? Have you checked links for accuracy?

    • Have you provided an opportunity for readers to comment on your work and for you to respond to their comments?

Tone

• • • Is the tone correct for the publication?

Style

• • • Is your content’s style compatible with the web site or publication?

    • Is your voice clear in your content?

Appearance

• • • Have you used font types, sizes and colors compatible with your web site or publication?

    • Are links to related web sites and other resources clearly accessible?

    • Have you proofread your work for grammar and spelling errors?

Source: Modeled after Betty Ricks and Kay F. Gow’s Business Communication: Systems and Applications (1987).