blogging: research, topic selection and writing styles/tips
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WordCamp Victoria
Research Strategies, Topic Selection and Writing Styles
Cindy Stephenson
November 14, 2009
Focus on your reader
Focus on your reader:
• Research strategies
• Identifying your niche
• Getting your message out
• Your takeaway
• Strategies and best practices
• Additional resources
For each of these we’ll consider:
Research helps you:
• Know who you’re writing for
• Understand their issues
• Know what others are saying
• Strategically offer your point of view
Research Strategies
• Read, read, read (with a focus)
• Seek out other points of view
• Organize your info
• Explore useful tools (many are free!)
Some interesting examples…
• American Red Cross
• Google Trends
• CEO blogger Merrill Dubrow
American Red Cross
• Uses research to identify key influencers and improve its image with key audiences
http://www.redcross.org/
American Red Cross: uses research to identify key influencers
http://www.redcross.org/
The CEO blogger: going beyond standard web metrics
The Merrill Dubrow Bloghttp://www.marcresearch.com/blogs/merrill/
25 Things I Learned on Google Trends – Steve Rubel of Micro Persuasionhttp://bit.ly/3ikPm4
Tudorwilliams An interesting comparison of web traffic on IABC's site compared to PRSA over past year. Some big differences! http://tinyurl.com/mn4soy
http://surveymonkey.com
Want more on research?
• KDPaine’s PR Measurement Blog http://kdpaine.blogs.com/
• Charlene Li
http://www.altimetergroup.com/about/charlene-li
• Angela Sinickas http://www.sinicom.com/index.htm
Research helps you focus on your reader
Becoming known in your niche gives you:
• Traffic• Links• Fans• Authority• Opportunities and
contacts
Specialize
• Everyone’s an expert at something today!
• Why not you?• What are your
interests?• Why should people
read your blog?
http://www.problogger.net/about-problogger/
http://www.copyblogger.com/keyword-research/
Finding success in your niche
• Focus on your readers
• Comment • Reciprocal links• Submit guest posts• Post a response to
something you’ve read
Want more inspiration?
Getting your message out effectively leads to:
• Subscribers• Incoming links• Influence and
authority• Fame and fortune!
Before you start writing:
• Who is your audience?
• What do you want to say?
Have a clear message:
• Put your most important ideas first
• Keep it short and simple – one idea per post
Be your own editor:
• Write the way you speak
• Use simple, everyday words
• Cut out unnecessary words
Appearance matters
• Layout• Sub-heads• Images • Links• Bullets
More on writing?
• Jakob Nielsen: http://www.useit.com/
• Brian Clark and Copyblogger: http://www.copyblogger.com/
• Garr Reynolds and Presentation Zen: http://www.presentationzen.com/
• Style guides
Photo Credits• Meliqua and Bernard:
http://www.flickr.com/photos/thomashawk/3975342529/in/set-72157594567688537/
• People: http://www.flickr.com/photos/amit-agarwal/856769331/• Social media signals: http://www.flickr.com/photos/intersectionconsulting/• Prairie dog love:
http://www.flickr.com/photos/thomashawk/21824144/in/set-72157594567688537/
• Motocross: http://www.flickr.com/photos/georgio/• Urls: http://www.flickr.com/photos/thomashawk/2535129902/• Chris Brogan:
http://www.flickr.com/photos/cc_chapman/375395955/sizes/m/• Lorelle Van Fossen: http://www.flickr.com/photos/foreverdigital/• Connie Reece:
http://www.flickr.com/photos/sheilascarborough/3317397310/
Photo Credits(continued)
• Blog headline: http://www.flickr.com/photos/anniemole/85515856/
• Protester: http://www.flickr.com/photos/city_poet/1518350408/
• Editor: http://www.flickr.com/photos/nicmcphee/2756494307/sizes/l/
• Closet: http://www.flickr.com/photos/22876714@N03/3682069379/
• Touchgraph: http://www.flickr.com/photos/susanbeebe/2937045576/
Contact Info
PR Perspectivehttp://cindystephenson.wordpress.com
@CJStephenson
cindy.stephenson@shaw.ca
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