So You Want to Write a Blog - Part 1

Blogging is all the rage today. It seems that everyone wants to write a blog. And although it’s relatively easy to get started, maintaining the momentum is the hard part.

All blogs are not create equal. Generally, they can be broken up into several categories—news, instructional, advice, opinion, promotional, journal, and general musings. Each has its own use.

You may want to write a news blog—not one that deals with national news but one that covers little known local news. Elena Santangelo’s “Norristown Diary,” a blog about her hometown in eastern Pennsylvania, is a good example. Not only is she covering news that slips past the mass media, she’s also learning a lot about her town as well. There’s a need for a blog like this—if nothing more than to raise awareness about local issues.

Instructional blogs like this one have their own niche. Blogging is a great way to share your expertise on a subject, especially if you’ve been successful with it. In this case, you need to be somewhat of an expert on the subject you tackle.

And then there are advice blogs dealing with personal finance and investments, health, food, travel, you name it. With this type of blog, you also need to have some expertise, otherwise your readers won’t take you seriously.

If you’re a person with lots of strong opinions, especially on trendy subjects like climate change and gun control, then you may want to share your opinions with your readers through a blog. In this case, you’ll need to do creditable research so that you can back up your opinions and not just rant and rave.

You can also promote yourself or your business through a blog. Promotional blogs can go a long way in social media marketing. Then can help establish you as an expert in your field, thus attracting customers to you. They can also promote your products and services.

Perhaps you travel and want to write a daily blog en route. In this way, you can take your readers along with you. This shouldn’t be a boring diary of where you went, what you did, and what you ate. Instead, it should be a lively look into the location and culture, and even the people you meet along the way. This type of blog is usually short lived, spanning only the length of the trip. It does, however, make you more observant because you’re constantly looking for good blog material.

Lastly, you may want to write a blog that can only be classified as a general musing. Usually, this sort of blog is intended for a small group of close friends or followers who may be interested in the comings and goings of your life. But even this type of blog needs to be planned out and organized. It should offer some insight into your life. It should not consist of just your daily ramblings. That will eventually drive even your closest friends away.

How often should you update your blog? The answer varies. Some bloggers update once a week while others do it every few days, and still others daily. Maintaining a daily blog can become a chore.  Except for news and journal blogs, most are updated weekly.

There are probably millions of blogs on the Internet. And there are millions of readers for those blogs. But matching your blog to even a handful of those readers can be a challenge. To do that successfully, you have to imagine your target audience. Your blog has to speak to them to get their attention. It has to offer something unique—something they can’t get elsewhere.

NEXT WEEK: Some tips for making your blog a success.

Brand It!

Cattle ranchers burn a symbol in the hides of their cattle so everyone will know that they belong to their respective ranches. Corporations have logos for the same reason. And today, people buy products based on their recognized identity. So what does branding have to do with freelance writing? A lot.

Do you think brand management is just for BIG companies like McDonalds, NBC, or Target? Think again. Branding is important to ALL companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality—your personality, otherwise known as your image.

In business, branding is the process by which you try to become the first business a person thinks of when they consider buying goods or services in your category. It’s the process by which you attempt to differentiate your business from your competitors. Although your name and logo are important features of your brand, there’s a lot more to it than that.

Think about YOUR company. Yes, even if you’re a company of one. What personality or image do you want to present to customers and prospects? Should it be warm, friendly, and down-to-earth? Polished, knowledgeable, and sophisticated? Well-traveled, cultured, and educated? When someone hears your name, do they think of a certain type of writing?

Do your current promotional materials—brochure, Web site, Facebook Page, etc.—reflect the image you want to present? Is your personality presented consistently in all forms of communication? If not, here are some ways you can make this happen.

To begin, you need to consider four key steps in managing your brand once you’ve created it. The first is to position your brand among others by identifying your unique benefits and image. Next, you need to develop a plan for making your brand identifiable. Then you need to guard  the integrity of your brand so only you use it. And finally, you need to build awareness of and preference for your brand.

Managing a brand is an ongoing process, not a destination. The work is never done. From time to time, you’ll want to tweak your brand to make it easier to identify or to make it stand out from those of other writers.

The secret to good branding is you shouldn’t try to be all things to all people. If you’re trying to grow your business, it might seem logical to expand your offerings, but that’s unlikely to be successful in the long run. It’s often better to narrow your focus until you’ve created a new category you can be first in. Many writers work as generalists, so no one knows them for a specific type of writing or for a specific subject.

You also need to control how people perceive you and your brand. It’s important that people are able to describe you and your business accurately. They need to know exactly what you’re able to offer them.

So rather than having the "right" name, the best brands are those built from the ground up on customer service and community. There's only one problem. You can't force a brand into existence overnight. It takes time to develop a successful brand—months, even years. But once it’s established, a good brand will stay in the spotlight, perhaps even longer than the business, itself.