I challenge you to find me a less captive audience than the one you find on the Internet. Tell me where I can find people in a comparable state of temptation fueled by an endless sea of customized possibility. It's impossible - there's just too many options online. Too many cool sites. Too many Facebook photos to creep. Too much damn stuff to do. And herein lies the challenge of blogging, that is, creating content that pulls your reader in deeply enough that they wont jump ship in the middle of a post.
So, what are the keys to creating blog content that is sticky, interesting and, most importantly, looks tastier than any of the dangling carrots that the world wide web puts in front of your readers?
1. Save the keg for college Micro-sized content rules. If I'm interested in a lengthy thesis, I'll pick up a book. But here on the Internet - the land of free music, porn, and cute videos of seals holding hands - my attention span is firmly set to minimal. Think in terms of offering your readers a beer, instead of forcing them to do a 23 minute keg-stand. Give me quick points, intriguing information, and good links in case I'm so inclined as to go further down the rabbit hole.
2.Sequels are for movies Nothing makes me cringe like reading an introductory sentence that sounds something like this: "In this, the first post in my 9-part examination into report-appropriate sans serif fonts of the B2B sector......" Oh. My. God. Blogs are supposed to be efficient and intriguing. Being concise is in your best interest. If you can't explain it in one post, then it probably isn't worth listening to. The mere thought of having to look at several subsequent pieces in order to fully understand your idea turns me off of reading even the first one.
3. Personality rules It's been said a kajillion times, but it still holds true that the best bloggers write the way they talk. Blogging is built around personal commentary, and yet so many people are terrified to show their bias and state their own opinions. This is the biggest difference between traditional journalism and online thought-sharing. People can find raw, objective data in any number of places; they read your blog because they are looking for insight. You must strike a balance between the two. So go ahead - take a stand, make a point, pick a side! This ain't CNN, folks. Compelling information + an intriguing stance = a great blog.
4. Don't suck. Be something. Most important thing to remember is this: nobody HAS to read anyone's blog. Readers follow them as an extra curricular function, and only when they enjoy doing so. As the author, it is your obligation to provide content that entertains and enlightens. It goes without saying, but a polished product is always the first step to success. Be funny. Be smart. Be something. Have you been on Technorati lately? There's no shortage of competition in the blogosphere, so you better have something incredible to offer. Stand out and make sure you're not adding to the clutter. Canadian Marketing Blog - Canadian Marketing Association by CMA on behalf of Brook Johnston
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