Title: Born to Blog – Building Your Blog for Personal and Business Success One Post at a Time
Author: Mark W. Schaefer & Stanford A. Smith
Publisher: McGraw-Hill Education
Topic Covered: Personal and Corporate Blogging
Most people just start blogging by just going and doing it. That’s what I did about a year ago but I’ve always wondered if I’m doing it right or if I could be doing it better. This drive to learn how to blog effectively led me to Mark Schaefer and Stanford Smith’s book ‘Born to Blog’.
Not only does this book address how you can improve your own personal blog but it also makes the case for why corporations should be blogging. Let’s start with personal blogging.
People who read blogs have little time to waste so you really need to capture their attention quickly. Traditionally, we have been taught to write with a start, middle and end but flip this upside down with a blog. Cut to the chase early. Give your readers the punch line right off the bat and than follow up with who, what, when, where and why. Don’t bury the main point of your post at the end; serve it up first. Some other key tips:
- Find your voice
- Keep it short
- Create a hearty headline
- Be real
- Don’t just write, rewrite
In ‘Born to Blog’ Mark and Stanford walk you through the following skills that you need to develop in order to blog successfully:
You need to find a way to get inspired.
Personalize your blog posts by connecting it to a story.
Take a stand on an issue and write a provocative post.
Your readers want to learn. Find your inner teacher and teach them what you know so that they can become better. Write for their needs.
Pull together valuable resources from external sites to teach your readers.
Do corporations really need to blog? YES! And here is why:
- Brand awareness
- Direct sales
- Indirect sales
- Sales support
- Research and development
- Public relations
- Crisis management
- Search engine traffic (SEO)
There is so much valuable information in this book if you are a blogger or manage a blogging platform within an organization. Do yourself a favour and read this or even better yet, have it by your desk and have it as a reference manual. Now, if you don’t have a blog, start one today. Turn on your digital pen.