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How to write a blog

by Steve Kellas, Content Director

If you haven't already done so, the very first thing you need to do as a blog copywriter (or blogger) is to pick a theme for your blog. I don't mean the design, I mean what you are going to blog about. Here's a hint: write about something you are interested in. You'll be passionate about it, which means your copy will be interesting. It should also, therefore, be interesting to your audience. They are reading your blog because they value what you have to say.

Converse

Like all good web copywriting, blog copywriting should be conversational in tone. If you're not sure how to write that way, just imagine that your friend Steve is sitting across a picnic table from you. You begin telling him all about your topic for today, let's say it's songbirds. Do you ramble? Sometimes. Do you say things that ain't quite grammatically correct? Yep. Do you use short sentences and then some long ones? Uh-huh.

Be yourself

When you are writing conversationally, you will also end up being yourself. This is your unique style. Now, start that conversation with your friend and write down your 'speech' as it flows out (unlike talking, you can always edit this later). Show him examples (links and pictures), lead him on with questions, get him involved in a two-way conversation by letting him fill in some of what you're saying. If things get heated, that's okay, make your case and allow him to agree or disagree with you.

Be passionate

No one likes to listen to a boring person. No one likes reading the thoughts of a boring person either. Don't get all caught up in stuff. Just write passionately about your topic – you do find this theme interesting don't you?

Be regular

If you're going to start a blog, you better be committed to it. It's something that takes time. You'll naturally get into a pattern. But if you want to grow your readership or keep your readership, they need to know you are still around. Regularly posting to your blog lets your audience know you still care and are still writing. Even if you only post something short, they will still get something out of it.

You started but now you're stuck - how to find things to write about

After a while, you might suffer from 'blogger burnout'. The interesting, passionate subject that you are writing about has seemingly lost its sparkle. You seem to be struggling to find points to blog about. Here are a few ways you can find inspiration:

Listen to your readers. They will have left comments or sent you emails with ideas. Look there first.
Strike up old conversations. One of the easiest ways to get going again is to find a blog post that you thought was really good. Re-read it. Now write about that topic again, but with a fresh perspective. Link back to that earlier blog entry.
Try a creative exercise like cross-pollination. Take one idea and mix it with another. Blog about the experiment. “Today I was wondering what would happen if...”
Write about something you don't like. Why not. Everyone enjoys a good rant.
Honesty always works. If you're really stuck, write about it. Ask the audience to submit their thoughts.