A Sample Blogging Workflow
Your company has decided to launch a blog, and you’re the lucky blogger. Maybe you’ve even asked for this pleasure, suggested it to the boss yourself. Only now, you have to deliver, and you have to stay consistent. It’s not always easy to keep up a steady blogging pace, and there are days when you might run into a roadblock or two that might keep you from delivering on your schedule. Here are some ideas on how to build and maintain a steady blogging rhythm, be it for your personal blog or your business blog. We’ll cover goals, tasks, tools, and some bonus secrets.
Goals of Your Blog Posts
Blogging with a purpose helps you stay consistent. My blog, for example, is dedicated to equipping you with strategy, tools, and knowledge, so that you can go off and do useful things with social media and networking software. That’s the main goal of the blog overall. Secondary goals are to maintain a presence in your mind, should you have business needs. Another goal would be to stay in the habit of writing, and working at improving my writing. Those are goals for my blog.
Goals for my blog POSTS (versus goals for the blog overall) are different from post to post. On top of everything listed above, some ways you might use specific posts are:
- Seek link traffic - I write certain posts (like anything with a big number) with a secondary goal of deriving links from you to the story. Why? Because that tells Google and Technorati that I’m doing good things over here, and that matters.
- Seek advice - I often write posts where I ask for your opinion. Why have a blog if you can’t start conversations?
- Establish thought leadership - When I write about something way off from the norm of what others are blogging about, it’s to show you that I’m not a “me too” blogger.
- Promote something interesting - This might be people or software or an event. One point about promotion posts versus other kinds: if you’re looking for comments, promotion posts rarely get them.
- Link love to others - Sometimes, I want to give other people the spotlight, or point out good writing elsewhere. It’s important to keep that in mind. Linking out promotes linking in.
Blogging Tasks
The frequency of blog posts you choose is important. Many posts a day is great, if you can keep it up. Once a day is probably ideal (but not as easy as it seems). Once every two or three days means your readers won’t know what to expect. Once a week might be enough, depending on how niche your blog is, and how authoritative you are to begin with. But no matter what you decide, make the decision and stick with the schedule. Within that schedule, here are some potential tasks to consider doing for every post:
- Read material first - Use your RSS reader to see what else is being talked about, in your industry, in your vertical, on friends’ blogs, and most importantly, from fringe places that aren’t related to you or your industry.
- Compose a blog post - If there’s research and links involved, open a notepad file to keep track of the links you’re intending to put in the post, or sources of the data you’re collecting.
- Consider pictures - Using pictures makes the posts pop. You can use Flickr photos marked with Creative Commons licensing, provided you cite the source of the original photo, and provide a link. Read more about this at http://flickr.com/creativecommons”>Flickr’s Creative Commons site. There are other places for photos. Want to leave your other sources in the comments section?
- Tag your posts - If your blogging software doesn’t have tags built in, consider seeking a plug in, or at worst, having a few scripted copy/paste details of tags you can add to the bottom of every post. Tags are important for searchability, for getting the occasional new reader by finding you via your metadata.
- Announce your best posts - If I have a post I’m really proud of, and think works well, I’ll send a link to it via Twitter, usually summing up what I’m talking about before the URL. I might also send info about it via Facebook, via LinkedIn’s status line, etc.
- Occasionally, bookmark it, too - If I’m really pleased by a post and want it to have legs, I’ll share it in Google Reader’s shared items (which sends it to other places), will Stumble it in StumbleUpon.com, might even Digg it, too. If you do this kind of thing, be sure to digg and stumble and bookmark other people’s stuff, too, when it’s merited, so that you don’t seem like a perpetual self-promoter. I do my best to maintain a balance. Hopefully, that shows through.
- Check traffic and logs - As the day goes on, check your stats reader of choice to see if the blog is having any kind of impact. If you’ve got a decent ego surfing mechanism set up, also see who’s blogged about your post, and try to add some value back to their write-up. Don’t just drop by and say thanks. (Further note: don’t be crazy about checking your blog stats. They’re just a way to measure how people are responding to your posts.)
- Get off your blog and comment elsewhere - Make sure you’re taking the time to comment on at least five blogs a day. Whenever you’re going to bother posting and putting out new material, others are doing the same. Be sure to respect them and give them comments and feedback where you feel it’s appropriate.
Tools
When you decide you have to maintain a blogging rhythm, and regardless of whether you’re doing this for business or your personal blogging goals, there are some important tools that you should consider. If you’re going to get into a flow, here are the tools you should have on hand:
- RSS Reader - I prefer Google Reader above all others because of several features, including its ability to rapidly scroll through information in list view, its search capabilities, it’s sharing capabilities (make your friends work for you), and all the other options. Starting your blogging habit by having a good blog consumption habit is the only way to fly.
- Picnik - If you need free, easy, web-based photo editing to make interesting pictures, check out Picnik. I find this tool very useful in sprucing up my pictures. If you use it to edit other people’s photos, be sure to check the permissions for whether you CAN edit their images.
- Skitch - Skitch is a screen capturing tool that’s very useful, and has all kinds of built in goodies.
- Summize - If you’re looking for what Twitter thinks is interesting, you can use Summize to ask about interesting links and the like.
- Calendar - Here’s one. If you use a calendar (like Google Calendar, you can make a new calendar to show what you’ve written about, and what you plan to write about. This is called an editorial calendar, and it helps you keep your writing on a decent tack. Thus, if you intend to have 2 interviews a month and five product reviews, and a weekly check-in with some project, you can be sure to track all this in a calendar.
- Notepad or text edit - I write my blog posts in a plain text file so that I never lose a post to a bad Internet connection. Further, if I have a few moments, like if I’m on a horrible conference call, I can jot notes, and occasionally write entire posts while offline. I do this a lot at airports, bookstores, and other places where the Internet isn’t a given.
The Bonus Round
I guess in some ways, I should’ve started with this. First off, if you’re not reading Copyblogger, you’re missing some of the best advice on what to write and how to write it. Brian Clark and team (he has more guest writers!) keep a decent pace on giving you writing ideas and inspiration. Now, let’s talk about some more ideas that will keep you going with blogging material:
- Go to the grocery store - there are more headlines and interesting WAYS of saying things right there in your face at the checkout counter than you’ll likely come up with on your own. (This was a Copyblogger tip that I love).
- See what makes the front page of Digg.com (or your industry’s most likely haunt) - learning by emulating is an important blogging skill. Don’t be a clone, but if you pick up some tricks from writers you come to admire, all the better.
- Don’t forget other media - with YouTube, Slideshare, and several other places full of free and interesting content, don’t forget to give people a taste of video and audio to go along with your text and photo posts. In fact, be willing to mix it up often, or on a schedule, so that people get a sense for all the ways you can keep them informed and entertained.
- Schedule posts - My all time favorite piece of advice. If you can, write more than one post at any given sitting. Take the second post, especially if it’s not time-specific information, and schedule it for the next day. If you do this enough times in a row, you can build up quite a store of posts, and never miss a day (or whatever your schedule is) due to a random issue. Note: you can usually re-schedule things, in case the mood strikes, or news breaks, or the like. Don’t feel pinned down as much as you might feel liberated for all the last minute conflicts this will help you avoid.
Does this help? Do these mechanics give you some ideas on how to improve your own blogging habits? I’d love to know if you have other advice to add.
The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.
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Photo credit, Rita Banerji
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Comments
Chris,
Thanks for a post loaded with wisdom and know-how.
As a tech-challenged, novice blogger, reading this today couldn’t have been more timely. At this point, finding my voice, I’m taking in a lot of information and advice and trying to bring it all together. There’s so much to learn and put into play!
You’ve helped me intelligently sort through at least some of the how-to’s and why-to’s.
Everyday posting while managing my practice seems overwhelming. Your tip to schedule posts is something I need to get into doing. It might alleviate the anxiety some. Stopping by your blog frequently is something else I need to be doing.
Regards,
Meg
You’ve said it “in a nut shell”. Coming up on the end of my first year of blogging, I’ve discovered and learned much. And yet, the more I blog, the more I explore and cultivate, the more I see opportunities to refine and expand. Your editorial calendar recommendation is a winner for me.
Great post, as usual Chris.
Just thought I’d suggest another tool that’s worked quite well for me: Zemanta (http://www.zemanta.com/). It basically suggests links, pictures, tags, etc based on the content of your post.
This is so thought-provoking it almost hurts. And to think I was just going to relax and read this morning. This post inspires me to do some work!
Great post Chris!
One more idea. (I dont think you covered this).
Have a few posts held in reserve. Write whenever something excites you but keep some things back to use in a dry spell or when you are on holiday or just too damn busy with life. This allows you to maintain your frequency (and your readers:)
HUGE help here.
Establishing a disciplined rhythm seems to be the biggest Dip right now for me, (but I’ve got faith).
One tool I found to be useful to me is: unplugging from everything for a small amount of time & just chilling. Meditate or walk or workout or go out with a friend, or start a conversation with a barista at Starbucks (remarkable people often). Turn your gaze upon Mother Nature: she’s very inspiring and mind-clearing.
Structuring the day is another good tool. I love Google Reader, but it can be a real Hoover. So allocating chunks of time and turning off notifications (50 minute increments works for me).
Stream-of-consciousness (or speed-writing without self-editing) is also a good way to get things out. (You can always edit later, but you create *now*.)
Skitch is great, but I’ll have to check out Picnik.
Great post here, Chris. Makes me realize how much better I could be by practicing good *blogging hygiene*.
Nice post, Chris.
I’m glad you mentioned an editorial calendar. It is standard procedure at magazines and newspapers, and most all-print writers are quite familiar with organizing their workflow this way, but too many bloggers haven’t heard of the concept (they just know that there’s GOT to be some way to organize their idea/post flow.)
I also recommend the concept of “zero-ing in” on a topic. For example, I tell travel bloggers that a broad overview of, say, Paris, is a nice post, but you can also get tons of posts and blogging mileage if you zoom in to those little details and nuggets that make a place special. Post about a single great baguette bakery, a single Paris Metro line that has interesting stops, a single piece of music that you heard in a Paris bistro that added to your enjoyment, etc.
Here’s an example from one of my travel blogs: a post about a small brewery near my former home in the Netherlands - nothing earth-shattering, but was fun to write and literally gave a flavor of the region: Dutch daily life: swing by the brouwerij (brewery.)
Viewing something through a restrictive “soda straw,” rather than looking at the the big picture all the time, is the “staff of life” for a writer/blogger.
One thing I preached in my old-media executive role and now preach (to myself) in my new-media one: Tell them who you are by letting them hear your voice.
Even if I am relaying the same information as another blogger, you will never mistake me for that other blogger.
Cultivate a distinctive voice and imprint it on every post, every headline, every Twit or… (insert your chosen form of digital utterance here). But you already knew that. I re-read every post to check the voice as much as to check its spelling before hitting “publish.”
Some really great advice back from you guys, so thanks.
I like Sheila’s point about zeroing in on topics. Hmm. Maybe there’s a part 2 to this about WHAT to put into the blog post.
Phil - stream of consciousness writing is definitely a way to get unstuck and rolling along. I love it. Definitely something I should put into my mindset for the follow-up post.
Thanks again, everyone.
Thanks for a great post. I use a number of your suggestions already but have learned a few more from you today. I love Google Calendar for keeping me on schedule and have blogged about it here: http://www.ruraldoctoring.com/2008/07/why-and-how-i-blog.html
You always have such thorough guides, Chris! If only it were so easy to blog once per day… I don’t know how you do it.
One addition: if you’re a Windows person and you want to compose offline, I’d highly recommend Windows Live Writer–I’m a geek who likes the source view at times, but with Live Writer you can actually see how it’ll appear online while you’re still offline. Basic image editing and embedding of things is much easier than with a separate batch of tools. More on the new release is here .
Short but sweet. I’ve been a copy writer for a while now but only started to appreciate blogging recently. Your tips are easy to read and will give me more motivation. Thanks!
Thank you for the great post Chris! As a new blogger, tips like this are extremely helpful. Many of them I plan to put into practice immediately.
Thanks for writing this up and sharing it with the world, Chris! I like getting insights into other people’s workflows, both to improve mine and improve theirs. :)
I have to nominate Windows Live Writer as a seriously usefun (useful + fun) timesaver too — being able to use HTML snippets is a big advantage, as are the multiple other benefits. The best blogging software I’ve used yet.
If you’re on Firefox, I highly recommend at least giving vertical tabs a chance for much quicker browsing. I write more about this here:
» http://www.lifehack.org/articles/technology/4-firefox-add-ons-to-ease-your-online-life.html
hi Chris,
thanks for an insightful and useful article. i am about to start a blog and this is just the kind of information i need.
James
Thanks for your post, Chris.
I especially liked what you wrote about using a google calendar for editorial scheduling. I will try this out.
Ulla
A Sample Blogging Workflow | chrisbrogan.com | nerdd.net…
\r\ngreat blogging tips here, from blogging goals to tasks and links to great tools for both the nov…
Chris,
Lots of great information in here. I have lost posts because of loss of internet connection at times, so I try to write mine in google docs, or at the very least, save them in there when I can before I hit the “submit” button on the blogging platform I am in.
[…] instance, I found this excellent piece by Chris Brogan on focused blogging just this morning. You can bet I will be implementing many of Chris’s suggestions in my own […]
Really great information here. Lots to absorb, best tip for me was to write two at a time. Although, time is at a premium right now.
[…] Chris Brogan, an always read on my Google Reader writes a great post of blogging essentials. If your blogging or thinking about it, its a good read. There really is a method to the madness and Chris helps sort through it with A Sample of Blogging Workflow. […]
Great inspiration and concise instruction all in one place! I see several new things I would like to incorporate into my blog - thanks!
Great post Chris! This is motivating and a valuable reference.
Similar to skitch another free tool that has helped me a lot for screen grabs is: MWSnap: http://www.mirekw.com/winfreeware/mwsnap.html
Chris,
Great information. In addition to your savvy advise on scheduling your posts, I’d like to suggest that traffic show most people read blogs on Mondays which should encourage bloggers to apply your tips over the weekend primarily.
I look forward to reading your next article.
Carmen.
Wow! Lots of fantastic tips here. I had not been subscribing to Copyblogger so that was a new tip for me. I find I was doing a lot of what you suggested, but keeping it all in my head — I like your suggestion of working with an editorial calendar. Thanks again for sharing such valuable information in a really easy-to-digest format.
This was some of the best information and how-tos for blog writing I’ve come across. I’m a new blogger and this, and many of the previous comments, has been extremely helpful. I discovered your blog on Twitter of all places…I’m new there too. I will have to check back into the archives and find more great information.
Thanks for all of the helpful tips Chris!
In case some don’t know, Skitch is Mac only. For Windows users like myself, Jing is fantastic (and free).
Awesome post here. Very informative. Really makes me want to go out and concentrate on my blogging efforts; which up til now are lacking to say the least.
From vBharat.com » A Sample Blogging Workflow…
Your company has decided to launch a blog, and you’re the lucky blogger. Maybe you’ve even asked for this pleasure, suggested it to the boss yourself. Only now, you have to deliver, and you have to stay consistent. It’s not always easy to keep up…
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Thanks Chris, one of my projects is to develop a “post quality checklist” for my blogs. I’m using yours as a resource, and a great one.
A lot of great stuff here Chris. I think the points about commenting on 5 blogs a day and having an editorial calendar are especially useful.
I am new to blogging, just stumble upon this great site. And thanks for the advice and tips that have been useful for my learning.
[…] you’re having trouble getting your blogging groove on check out Chris Brogan’s Sample Blogging Workflow. Not only does Chris address some good blogging strategy ideas, but he then goes on to share some […]
Nice post Chris, I am sure that many people will find it useful.
For me, as someone who currently blogs sporadically, I can remember the days when I was focused on “brand-building” and concerned with growing an audience - it quickly became more of a chore and was far removed from “why” I started blogging in the first place.
I write for myself, and if other people happen to come along and agree or disagree with me, then that’s fine too.
Gone are my days of trying to make the front-page of any site, as that’s only a day or two of internet “fame” - and my realization that the other 98% of society doesn’t even care about it anyhow has kept me in check for the last year.
I still enjoy reading your thoughts and you do seem to put an extra amount of effort into what you publish.
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Thanks for this, Chris. Following your last set of advice, I do tend to look for images on Flickr more - and I’m sure it was you who suggested compfight.
Derrik’s comment has now *made* me go and look at zemanta…
What a comprehensive and informative post. I think another must-have is a MyBlogLog profile and setting up a community, great for traffic and networking.
Chris, Great post. I also highly recommend using Windows Live Writer rather than notepad. It is simple, effective, and easy to use. Live Writer is much simpler than cut and pasting from Notepad to your web browser. Eliminated lost editing done in your web browser. And you can write on the train or at the beach.
Don Dodge has a good post on the Live Writer features: http://dondodge.typepad.com/the_next_big_thing/2006/08/windows_live_wr.html
[…] A Sample Blogging Workflow | chrisbrogan.com (tags: blogging blog howto tips writing productivity Advice) […]
I agree with your recommendation about writing posts in a text editor or while offline when you have the time. Another thing that I do is create a quick draft whenever I come across something that I want to write about. I create a quick title, jot down a couple of keywords, and add the link to what I was reading. By doing this I always have something to write about - I currently have almost 40 “drafts”. I also do the same thing with a notebook if I am offline.
I am also trying to comment more other other people’s blogs. I would have a hard time, however, writing 5 comments a day. My current goal is one per day.
Thanks for the article - it’s a great resource.
Sounds simple but I personally reluctant to follow a routine. I would sit eagerly to start something, then got bored after a few cycles. It includes blogging of course. I set up a blog with enthusiasm, but then weakened after a few posts. Out of a sudden I realized that I missed to post for a few weeks already.
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It’s great to be part of a community of bloggers.
Your Blog Post Goals are timely reinforcement about the purpose of blogs and what I aspire to as well.
Keep blogging on blogs!
Chris-
Great post. What might be an interesting follow up would be to literally break down the components of a blog post from font size to headers to headlines to intros to closing remarks. Are bolded headlines throughout a post more pleasing to the eye? Is a particular font better? Sans Serif, okay? Should you ask people to comment at the end of every one of your blog posts? You get the idea. Keep up the nice work.
Thanks for the great post, reminds me that I have to bring more structure in to my blogging. As I’m getting active on other sites, besites my personal one. Your serie is helping, I like the notepad idea, as I sometimes keep looking for links to articles a read and get lost in cyberspace again during the search ;-)
I saw one photography search engine with free photos from Flickr.
Please check this link http://rotavacx.com
It can help you more than most sites because it has some cool visual search tools. You’ll find what you need in seconds.
Laura aka @Pistachio and I were discussing who should and shouldn’t blog the other day and she said that if your CEO isn’t already blogging, then s/he probably shouldn’t start–that some people just aren’t cut out to be bloggers. I feel like I’m in that boat. My blog is flailing because I cannot seem to sit down and write it. And when I do, my content feels empty.
I work in/with social media, its my life. But blogging doesn’t come naturally to me. I know all its wonderful benefits but I’m stuck. Should I keep trying or give up?
Definitely a great post, I already abide by most of what you said but it always help to hear, or in this case read, someone saying it again. And @MaThurrel, you shouldn’t give up at blogging. Even when you have nothing to write about, write. If you’ve got nothing to say, stumble through the internet till you find something to say even if it is off topic. Make sure that the post title says “Off topic” and write just to get back into the swing of things. Take lots of pictures if you have to. Perhaps you’re a visual person and having pictures and visuals for your blog will help you more with your writing. Home some of what I said helps!
Chris, it is a very useful list but I can’t agree on the post frequency advise.
Business blogs (this is how I call blogs from a CEO or other high-ranking companies’ authority) do not necessarily have to be updated frequently. It can be as rare as once per month (in my opinion posting once per month is the minimum frequency for a business blog) - if posts are very frequent, a CEO can come out of post ideas, have no time and other negatives that keep you out of the blogosphere.
In fact, this is a complicated issue. I even wrote an entire e-book on this topic - “The New Rules of Business Blogs”. You are welcome to check it out in my blog at http://www.positioningstrategy.com. Please feel free to post it on your blog or pass the e-book to whomever you believe might benefit from reading it.
[…] to find a good process for blogging on a regular basis. Chris Brogan has a great example of a blogging workflow. He basically helps you define what you are trying accomplish with your blog and then work […]
Excellent information, Chris Brogan. I’ve had particular difficult in keeping up the posting cycle, but I’ve certainly discovered the picture with the post adds to the eye-catching experience.
Thanks again for your blog.
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Chris,
Excellent information! I just discovered your blog this morning and am slowly making my way through it. A couple of additions I’d like to make to your tools section, which I have implemented with my clients with great success:
- Evernote - free note-taking tool with great screen capture tool built in, and a perfect way to organize blog post ideas, snippets from the web, photos, passwords, how-to lists (including my instructions for how to do a blog post, add images, etc.). I raved about it here.
- Windows Live Writer - slick, free, easy way to create blog posts and pages, and even see the theme as you’re typing them. You can save drafts offline or online, and manage multiple blogs. It even has a couple of nice effects for images (photo paper, polaroid, drop shadow) and will automatically put the images in the directory you specify in the setup. See my post about it here.
Very helpful addition to Blogging Best Practices. These tips can be useful for full time bloggers as well as other virtual professionals, virtual assistants (like me), etc,who have a blog in addition to their other services. Thank You!
Thanks for pointing me over here, Chris - I’m struck by the similiarites between blogging and songwriting. Brevity, frequency, connection with the reader/listener, scheduled writing sessions. Your ‘Bonus Round’ suggestions are similiar to what you’ll hear in songwriting workshops, including going to the grocery store and perusing summize!
[…] might run into a roadblock or two that might keep you from delivering on your schedule. I am sure a sample blogging workflow will definitely help […]
Awesome post Chris - My company is launching a blog in the near future and I’ve been struggling a bit on how to educate the people new to blogging on how we can really take advantage of it. This article will be a great help. I’m also going to link it off my own design blog.
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I was pleasently surprised to find out that I was not the only other blogger on the planet that wrote things in notepad (Microsofts most stable application to date).
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Great overview - very helpful - excellent tips.
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Excellent tips Chris. I often imagine myself starting a new blog from scratch and understand that it would be hard to remember exactly what to do in a step-by-step manner. This list could really help any novice blogger to figure out the procedures involved.
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Thanks for this article really good read
As the new guy on the block I am loving all of your posts. Since each day that I read them I learn something new. Since I have been blogging for myself before as I write more, I am starting to think about more ways to write for others,Thanks to your blogs.