June 23, 2010 146 Comments

A Simple Blogging Formula

blogging formula In all my years of blogging, I’ve put together what serves as a very simple formula for what I think about when I sit down to the keyboard to type. This might not serve everyone, but it might be a great start for you to consider when thinking about blogging. Also, let me know how close this relates to your own blogging methods.

A Simple Blogging Formula

I try to blog almost every day. I believe that daily gets more people back more often and keeps attention levels high. Many people will disagree with this, saying that it’s important to only blog when you have decent content and something worth saying. Here’s the thing: I always have something I feel is worth saying. I have months more ideas than I have time to write them. So first, and foremost, my assumption is that frequency matters. Look at how many people are subscribed to my blog via RSS (around 50K daily). That number grows the faster I post. It levels out on weeks when I slow down.

Let’s go through the formula:

Step 1: Decide WHAT the Post Should DO for You

I write posts for several purposes:

  • To get a call to action.
  • To attract business.
  • To promote someone else.
  • To get links and bookmarks and reblogs.
  • To get a conversation started.

But I don’t do all of those things in every post. I start each post with a plan of what I want it to do. This post? I want you to reblog, to link, to bookmark, etc. That’s all. No solid call to action. Just some more inbound links.

Step 2: How Can I Be Helpful?

Every post that gets real traction on my blog comes from the mindset of being helpful to others. Other sites report news. TechCrunch, Mashable, Perez Hilton. Those sites rely on you to want what’s new. In my case, I rely on you wanting tips and advice and ideas that you can use for yourself.

So, I write every post to answer how I can be helpful. You can pick what you want people to visit your site for, but if it’s news and repeat entertainment, I find that a harder game to be in.

Step 3: The Actual Writing

I start with a headline. Then, I realize quite often that my headline stinks, and I go back and write a new one.

I then find a picture on Flickr under their Creative Commons area, so that I can use it with the post (unless I have one of my own to use).

My first paragraph is always a personable lead-in, usually with a question, and usually setting up the post. I know that I only have about 30 words to get you into it, and I cherish those 30 words.

I write with lots of chunking on posts that I want you to bookmark and revisit. Chunking in this case means doing things like putting subheaders in there.

I then make sure that the post is brief, unless I want lots of bookmarks, and then I make the post much longer. Why? Because you bookmark things that go over 500 or so words.

I finish on whatever I want you to do: either a question, or a call to action.

Review My Last Few Weeks’ Posts

Every few days, I look at what I’ve been writing over the past few weeks to make sure I’m not doing any repeats or overkill, and/or that I’m not just writing self-serving posts all the time. This helps me figure out whether I’m giving you what you deserve.

I put some of this information into a calendar for editorial decision making. I find that helps me keep a better mix of my fresh ideas plus my planned ideas.

Repeat

If you’re not creating great stuff, then people move on. My goal is to have something of use to you (almost) every day. I bring more posts out, especially when others are on vacation.

Finally, with regards to all this, I work to keep the story fresh and give you a mix of storytelling about others and how-to for yourself. As my interests change and my focus changes, I try to make simple bridges for you to follow along. I lose a few people on the sharper turns, but I keep a lot of people, and gain new ones. It all works out.

Almost Forgot SEO

Oh, do you need to worry about your search engine optimization? I’m not especially versed in that, so I just use the Scribe SEO plugin (affiliate link). That way, if I need the post to rank better for something or other, the plugin helps me do the work. In my blog’s case, I don’t really care a lot about SEO. In client blogs, it matters a lot more.

Questions?

How else can I be helpful?

Photo credit horia varlan

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  • ttronslien

    If I blogged, I would now be blogging the following:

    Chris Brogan wrote a post on how to write for blogging and just as writing a blog is different for each blogger, reading may also be different for each reader, but here are the top 4 reasons for keeping me interested in a blog.

    1) Value : The value I get from a blog post. Some blogs I read for pure entertainment, but most blogs I read because it either educates or gives me ideas. I like blog post that allows me to walk away with action items the best. And I don't mean action items that ends with a question like “what do you do?” but items that allows me to apply it to my work/thoughts/ideas. (Like a simple blogging formula)

    2) Reading : I like short rather than long posts. Be to the point and don't drag on. I sometimes like to be able to “fill in the gaps”, like to be allowed to think and don't necessarily want you to always spell everything out for me. I think this is how I get engaged. Allow me room to think will most likely result in a comment on the blog. If you think everything for me, I got nothing more to add.

    3) Consistency : Yes, I do appreciate a consistent blogger. It does not have to be daily, but at least weekly. If I don't see a new post from you in a while, I am not likely to read a post when I see one, but rather unsubscribe, unless you are darn good, like @unmarketing. Oh yeah, and I don't like blogs that posts several times a day either, unless it is an exception rather than the rule.

    4) Innovation : Bring me something new. When you start repeating yourself (or others), you have lost me. Please feel free to take the thoughts and conversation from a previous post to a new level or in a new direction, but add new value to it.

    Thanks to all the wonderful bloggers out there, and a special thanks to Chris Brogan.

  • http://www.sociatic.com Kwame Boame

    Okay Chris, you in fact gave us all an overkill with this one. I have opened 7 tabs to previous articles on your blog due to the first link you gave in the post. You're always (or almost always ;) ) so helpful.

    I used to blog everyday but I realized when I blogged everyday, I wasn't giving much value. So I changed my posting schedule to once or twice a week. I write 1200+ words per article and most of my posts are very insightful (not blowing my own horn. That's what people say on the social networks about my posts :D). I am happy that people get a lot of value from my posts.

    I want to increase my publishing schedule to 3-4 times a week and see if I can still pump out insightful posts. Your articles will help me with my planning. Thanks a lot for all the value, Chris.

  • http://www.zoombits.co.uk/memory-cards/micro-sd/transcend-2gb-micro-sd-memory-card/17866 2gb micro sd

    This is really very informative blog, i love to read this type of informative article. I am so much impressed with it's content. Surely this will help me in doing blogs. This superb article summarizing everything you need for great content.

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  • http://ubermarketing.wordpress.com Akash Sharma

    Hi Chris, this is to the point information with a call to action appeal as well. Thanks for getting the formulation through.

  • http://www.e-swastya.com sudeep

    A great post on how to blog … good for beginners as well as those who have been blogging a while…

  • http://netmakingmoney.blogspot.com Alexica73

    I don't see anything new in your post… excepting the review for Scribe SEO… The formula? There is no formula. Everyone whrite on personal blog about a matter, something interesting or not, or promoting something… Don't be mad on me Chris:) Tell me please about how to rich top 10 google search ranks formula…hmm?? Think about this? Thanks.

  • http://vbpoutsourcing.com VBP OutSourcing

    This is a great post. There sure is a difference between blogging and successful blogging, and the points you made touch on what it is to create good and relevant blog material. I particularly agree with “deciding what the post should do.” When you know what you are trying to convey to the audience, the content comes that much easier.

    Victoria Jones
    blogs.vbpoutsourcing.com

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  • http://eof737.wordpress.com/ ElizOF

    Hi Chris,
    You made excellent points here about blogging and while I write a weekly blog, I totally understand the merits of writing more often. Because of work/family/life demands, I never have enough hours on weekdays to blog. What caught my attention today was the Scribe SEO information and I will look into its applications once I migrate to the wordpress.org platform.
    Thanks for the tips!
    Cheers,
    Eliz

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  • http://toddrjordan.com/thebroadbrush tojosan

    Starting up Man on the Go inspired me to kick off Underway Life.
    This post reminds me just having a great idea for a blog and even blog posts doesn't get me off the hook for posting with a purpose.

    Cheers,
    Todd, @tojosan
    btw, check out http://www.underwaylife.com -> for sailors, their families, and their stories.

  • http://toddrjordan.com/thebroadbrush tojosan

    This post begs the question of when to do what type of post or how to best mix them up.
    Should a new blog go after links, visitors, or what?
    Should a blog w/high readersship focus on more inbound links?

    etc.

  • http://bdentzy.com Bryan Entzminger

    Over 500 words. If your goal was bookmarking, it worked on me. Thanks for sharing.

  • http://www.CKRinteractive.com/ Kimberly Otsuka

    Thanks for the tips. They were short and simple to remember. I especially liked the section about focusing on what you want to give your audience. I will admit that I love visiting Perez Hilton's blog but I especially like blogs that give helpful tips. I am the type of person who is attracted to tips on how to do things. Grabbing your reader's attention early is very important because if they lose interest you lose a reader. You don't have much leeway to do this so keep things short, simple and interesting. Don't lose your reader due to boring or overwhelming information. Get to the point. Keep in mind why they are reading your blog. What do they want? Thanks again for the great tips.

    -CKR Interactive Intern
    http://www.ckrinteractive.com

  • http://twitter.com/SuperAdrianMe SuperAdrianMe

    Hey this is useful for a beginner blogger such as myself!!! Thanks for the tips.

  • http://www.la76.com romana

    Thanks for the tip ob Scribe!

  • http://twitter.com/oneforty oneforty

    Thanks for the great post, Chris. As a new community manager I am trying to figure out what the right pace is for our content. I want to give them interesting stuff, without bombarding them. And obviously, every idea I have is for the most part interesting to me or I wouldn't have take the time to sit down and write it, but not every idea I have it going to be interesting to the oneforty community. But I, like you, have a ton of ideas. Like…a *ton* of them…the kind of amount that wakes you up in the middle of the night or stops you mid-email and makes you jot something down on a post-it. Too many ideas and not enough time to write them.

    But maybe it is worthwhile to make the time to write them.

    @JanetAronica – the community manager for @oneforty

  • http://chrisbrogan.com Chris Brogan

    Another way to do it is to think in recipes. What would a doctor need from oneforty? What would a restaurant owner need?

  • Megan

    This is great, Chris – thanks! I recently started blogging and these tips are definitely going to help me throughout my blogging adventures!

  • http://twitter.com/kasesq94 Kathleen Scanlon Esq

    Excellent post Christ! Thanks for sharing this winning formula – I'm copying now to OneNote!

  • CourtneyM

    Thanks for a great post Chris. I think you bring up some great points about how to write a great blog. I think it could even work when you have writer's block using those pictures from Flickr to try and spark an idea or reading back through old posts to bring out a small idea that you feel didn't get enough attention.
    I would like to add a resource for people who are trying to manage a company blog. While this makes sense to have a blog that you can do daily sometimes you need more voices to make an understanding of the company. I recently saw a webinar by White Horse called Content Management Approach to Content Marketing. I think it will couple well with the information you have here. You already cover the idea of keeping SEO in mind. This just brings up the idea of making your content social friendly too.
    Feel free to check it out here: http://bit.ly/9nl6R8
    I should say that I do work for White Horse but I thought you might be interested in the information.
    Thanks again for a great post!

  • Jesse Ciccone

    Long-time listener, first-time caller…uh, commenter. Whatever. You get it.

    I'm not one for sucking up, so hopefully this doesn't come through that way…

    While it might seem obvious that you'd follow your own advice about giving, helping and conversations, it's impressive how many comments you respond to (which presumably means you read them all), given the participation your blog gets and your other commitments. I'm a big Zen Habits fan, but struggle with Leo's 'no more comments' decision. It makes sense for his minimalist life and I can identify from my own perspective, but also seems like flipping a big bird to those that made him what he is.

    My question, then…do you get something out of the exchange (honestly, now) or are you just practicing what you preach? Or both?

    Regardless, thanks for doing it.

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  • http://stephenpickering.com StephenPickering

    Life isn't simple, but I love clear, straightforward instructions that I can put into effect immediately. That's the help I get from a post like this or your Twitter post. I like this blogging every day tenant. I've been lately in the other, “Well, I'm not going to post just to post, I'm going to wait until I have something original to share.” But I'm glad how you re enforced this idea. I remember in college in a creative writing course the Prof would come into class and say, “Well, anyone have anything new?” No one would usually. He could tell the reticence was from us not wanting to write until some great idea struck us. He would say, “Look, you're writers. That's what you do. So write.” I got what he meant: it was the process that was just as important as the result. The process of engaging the craft is as or more important than spontaneous inspiration in creating, in this case, literature, but in any field, something that is productive or valuable.

  • kreedy

    First of all, the headline thing. Yea, I hear you on that. Hardest part of writing for me is the headline. I often change mine as well. I have not started blogging in the 'public' eye yet. But, I have started a blog on our new employee community at work. I'm going to try to use some of these concepts…..starting with number 1. Thanks for the tips.

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  • http://chrisbrogan.com Chris Brogan

    I love that. “You're writers. So write.” I'm getting a shirt made of this, I swear.

  • http://chrisbrogan.com Chris Brogan

    I read as many as I can, Jesse, and thanks for decloaking.

    To me, conversations and commenting matters. I like engaging you, because it's the only way I have of saying, “you're why I come here.” I don't comment to everyone. I just comment back where I think it will add, and/or when I think it will be part of the experience.

    For you, a first time caller? I'm all yours. : )

  • http://chrisbrogan.com Chris Brogan

    I always take a look at Flickr when I'm feeling stuck .: )

    And thanks for the White Horse info (and for the disclosure) .

  • http://stephenpickering.com StephenPickering

    Cool! Can't wait to see it! haahahah. That'd be a hoot. And to highlight the point, it wasn't until I started “writing” that comment that I remembered that anecdote. I totally agree with reflective time, and time away for inspiration, but it's also true that the process of engaging your craft produces creativity, innovation, new ideas.

  • http://www.apexcarpentryinc.com/blog/ Craig B

    Thanks for the advice. I post on Flickr, but have never considered using it for ideas and pictures to use.
    http://www.apexcarpentryinc.com

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  • Samantha

    I am a Public Relations student and just recently started a blog. I find these tips rather helpful. I have not really thought about it in a way of what do I want my post to do or how I can be helpful. Also, the link to pictures on Flickr will probably be a great help since I have yet to post any pictures for any of my posts. I did not know about the bookmarking posts over 500 words so that is a great thing to know. I also think that it is a simple and yet, from all of the blogs I have read lately, overlooked detail of reviewing previous posts to prevent repetition. Thanks for the tips.

  • Mauricio Lemus

    Definitely great advice Chris. It's always a good thing to be able to put into action something you just read about. Thanks for sharing!

  • http://thepersonalbrandblueprint.com Kelly

    Thanks Chris! I've never thought use pictures because I am so focused on the writing! I will definitely be adding pics from now on, it makes for a more interesting read actually.

  • http://www.chinalawblog.com Dan

    I've never really mapped out what I do re my own blogging (and I often speak on social networking for lawyers), but now that I see your methods, I realize those are pretty much exactly what I do as well. What you say makes sense.

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    wow, thats a lot very very good tips ! will come in handy definitely , Thank you so much for sharing !

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  • http://www.Offshoreally.com Offshoreallyonly

    Hey nice info I,m planning to build a blog for my website and i think these tips will really help me in some parts and I do agree that If you are making a blog for personal point of view SEO will not matter much but a client point of view you need to have that capablity to create such blog that can attracts as much visitors as you can.

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