How to write a blog post
For years, I advised my clients to stay away from social media. It just wasn't very dignified. But those were the early days of Facebook, and of MySpace. And then along came Blogger, and Google+, and it changed everything.
Presenting yourself, or or your company, in social media can be a very powerful promotional tool. My interest in all of this started with Search Engine Optimization, which means getting your name, or company, to show up on a Google search. In the early days of the web, it was done by writing keywords in code called meta tags. A few years ago, Google wised up to all of the tricks being done to get the attention of the *Google bots*, who index things and determine placement in a Google search, and got rid of all of them. For years now, it's simply been a question of whether you are supplying original content to the web, and if anyone out there is interested.
First of all, set aside the thoughts of *followers* and *engagement*. *Followers* is a meaningless concept - it just means that someone has clicked the *follow* button on your blog, and has probably never visited it again. What you want is visits, and that happens by people finding your blog, and you, on the internet, usually through a Google search. And *engagement*, which is also a popular term being thrown around is also mostly worthless. Having thousands of comments (most of which seem to be people arguing with each other) on your posts is not really what you want. Talk about undignified! The only type of engagement that you want is visits, and the only way that you are going to get visits is to write about what people care about.
If you have some experience in public speaking, you have an advantage in writing a blog post. That's because you are speaking directly to an audience, who will respond either by staying there, or clicking away. Grabbing attention by promising something, and giving nothing, is the worst mistake that you can make as a public speaker, or blogger. Remember the *followers* concept? Those are just your friends who are there, not because they are interested in your subject, but because they are your friends. Let them go.
Oh yeah, and by the way, always, always, always, include a visual with your blog post. If you can't think of anything else, how about a cartoon?
Posted by Brad Hall