Guest Post: If You Blog It, Will They Come? by Washwords
Yet another guest post, and this is the first to deal purely with blogging rather than other forms of writing. I’m pleased to introduce former journalist, and award-winning writer and editor, Washwords.
You’ve built your blog, but is anyone actually reading it? Based on her experiences in the blogosphere, here are Washwords’ suggestions for bringing not only readers (hits) but returning, interested, active readers to your blog time and again.
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Note that is a 101 “course” - I’m still learning myself (and may come back when I know more) - and it is meant to help you bring readers to your blog, not necessarily to sell a product or market another service through your blog, though blogging can certainly be a way to do just that. While these tips should apply to bloggers at any level, they may be of most use to those looking to maximize their blogs on a hosted service (wordpress.com or blogger.com) for example or those new to the world of self-hosting.
Step 1: Umm, what is this blog about? Determine the purpose of your blog in 10 words or less.
Duh, right? But many people (cough! cough! Me, Washwords, until a month or so ago) haven’t taken the time to answer the basic “what is this blog about?” if you don’t know, how can your readers know and how will they know if they want to stick around or post comments or subscribe?
I know this firsthand as I change my blog from a blog about …. everything (and therefore nothing) to a blog about what I realize I always meant it to be about from the minute I named it Washwords: Washington D.C. and writing. I am in the process of focusing everything on my blog: from the links to the categories to the pages to one of these two categories: Wash(ington, D.C.) and Words (writing tips, resources, ideas). When they are about both, so much the better.
Step 2: Brand it.
Now that you know what your blog is about, everything about it should echo its purpose. Creating a corporate identity is more than just a pretty face (though having graphic talent, or talented friends is great and sure, if your blog is about newspapers, it should look newsy; if it’s about celebrity gossip, it should look “poppy”), it’s about being you, your blog identity on and off your blog itself.
So, yes, your blog name should reflect your mission, so should the categories you select, the keywords (tags) you use time and again. But take the branding a level further: is your key mission stated succintly and consistently in every description of your blog you list in directories (BlogCatalog, MyBlogLog, BlogHer, and NaBloPoMo to name a few), in the avatar you select for posting elsewhere, in the links that are in your blogroll?
Advertising your blog, like advertising anything, depends on consistently repeating a consistent message. What is yours? Would others recognize it when they see you?
Step 3: Put yourself where you want to be.
Want to be the next _____ (insert your favorite blog here?) Comment there. Intelligently, interestingly and on topic and occasionally (NOT always) with relevant links to your own blog on specific topics. The more focused your blog comments, and your choice of WHERE to comment, the better “return on investment” (your time and energy) you’re going to see.
My real-life example: I like and enjoy the blog TechCrunch, one of the most popular blogs on technology, social media, and all things modern. I posted comments there and got lots of “hits” back from that comment. Lots of hits that quickly hit elsewhere, finding that my blog actually wasn’t about technology at all, rather, occasionally, it was about a writer, trying to be more tech savvy. Commenting there wasn’t my “niche,” my market. It wasn’t wrong or a waste to me, because I liked the blog and found it interesting to be part of the dialogue, but it wasn’t a marketing device. What WAS a marketing device: posting on journalism and social media writing-geared blogs such as Poytner and Columbia Journalism Review’s blog, The Kicker and DC-related blogs, such as DCist and DCblogs (where I’m now serving as a contributing editor, after forming a relationship with the editors on topics we were all passionationate about, our home.)
How do you find top blogs in your area? Start reading! Type in the key words in your blog mission to Google search (in future posts, as I learn more, they’ll be more about how to be sure YOU’re the top listing there) and see what comes up that you like, consistently. A few other spots to looks: Technorati’s top blogs section, and aggregator sites like Alltop.com that list and rank top blogs by topic.
Don’t stop there though. Join relevant newsgroups and message boards (again, try BlogCatalog or MyBlogLog to start.)
Step 4: Make it easy to join your blog.
If you’ve been blogging for a while, you likely know that you can subscribe to any blog by clicking on a familiar (usually orange) logo that looks a bit like a speaker. Your readers may not know that. You want a clear, clean logo and instructions for ANY reader, newbie or pro, to find and find easily to subscribe to your blog. Sites like FeedBurner and AddThis make it easy. Non-blog-savvy readers may prefer getting your blog in their inbox. Let them! (See AWeber or FeedBlitz for example.)
Why do you want subscribers? Because it’s a busy world out there. Even people who LOVE what you post every time won’t check every day. But if they get an email or see you in their feedreader, posting on their favorite subject… they’re likely to come check it out.
Step 5: Be creative and use existing and ever-expanding technology.
New promotional tools pop up every day, but some of the ones I find the best are the ones you’re likely already using for your “other (aka real) life.” I got some of my most loyal readers from FaceBook and LinkedIn, as well as work and professional message boards I’m on. Readers aren’t always the ones I expected either. Two of my best “lurkers” turned commenters are friends of friends from elementary school who I barely knew.
I make use of other more modern tools too: Twitter, FriendFeed, Plurk, and EntreCard and SezWho. All have brought me active readers.
In parting, some of you may go to my Web site and say, “she only has 15 email subscribers, she only has 11,000 hits.” True and fair enough. I’m still learning and each new step is tremendous and stunning in its power. The thing that I am building confidently though can’t be measured in hits: credibility, reader loyalty and interest. I don’t post the number of emails I receive every day, ranging from writing questions to hellos to sharing a tip or link or seeking job advice: they are numerous and they are on topic.
For me, for now, anyway, the goal is very much the goal I was taught way back when in journalism: afflict the comfortable, comfort the afflicted. When I got my first email from someone I didn’t know, touched by something I read, I felt this blog had been a success, whatever else it turns out to be.
Thank you and see you in the blogosphere.
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on August 26th, 2008 at 5:13 pm
Good post! I think (referring to the heading of the post) quite a few new bloggers mistakenly think like Kevin Costner, ‘if I build it, they will come.’
The fact is, they won’t come unless you forge some links and promote the blog along the lines which you described so well in the post. You don’t have to be a marketing guru but a little interaction, coupled with consistent excellent post, should do the trick.
on August 26th, 2008 at 5:29 pm
I think one thing that needs to be stressed is that it takes time to attract and retain readers, time and a lot of hard work. For the first six months of my blog I was lucky to hit double figures and it was obvious from the stats that many of them weren’t staying around for any length of time.
The bulk of my regulars have come from consistent, meaningful commenting on other people’s sites. Unlike many other forms of marketing, one of the most effective ones online is being a decent stick and taking a real interest in other people.
One other thing, a lot of newbie bloggers feel they have to post something every day which is why many dry up after a few weeks. Pace yourself. Most people have too much to read anyway. Have them look forward to what you have to say and make sure you deliver. I personally always keep a stockpile of six or more blogs on hand so I’m never under pressure to get something out.
Jim Murdoch’s last post: Aggie and Shuggie 6
on August 26th, 2008 at 11:25 pm
excellent article, and you hit it square on the head. just like in any other endeavor, business related or not, it’s the relationships you forge with other people that determine your success.
in that case, you’re already one.
netta’s last post: *regroup* (personal)
on August 27th, 2008 at 3:38 am
Hi everyone, thanks for commenting and adding very good points that I may have not given enough attention to. I completely agree - building readers is about building relationships, something that takes TIME and energy.
Great tips about pacing yourself (I get nervous if/when I don’t have something in the queue, but lately I’m learning that consistent good content is better than slapped together content and that commenting/reading/visiting other blogs (and reading other work is critical everyday).
Thanks so much for reading and adding such valuable / good thoughts!
washwords’s last post: We are the stories we tell
on August 28th, 2008 at 2:06 am
This is the first time I have been to your blog and I am impressed and have already begin thinking about what my blog is supposed to be about anyway. Great pointers for us newby bloggers. Thanks! I came via Ritergal’s blog.
on August 29th, 2008 at 1:54 pm
A really interesting and useful post. Plenty to think about. Thanks
Dave King’s last post: The thing a poem has to be.
on September 6th, 2008 at 2:13 pm
I read this on Wash’s site, and it just never stops being useful! Thanks for posting it.
Yolander’s last post: Words for the weekend
on September 27th, 2008 at 10:19 pm
thanks again everyone! i’m just finding my way back and really appreciate all the great feedback and being so honored to appear here. Cheers, happy weekend all!
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