3 Things You Should Know Before Starting a Blog

When you start something new, especially if it's something you've not done before, you really have no idea how you will organize around it. One of the most frequently asked questions - and objections raised - to the use of social media is that of time, or rather lack of.

This is a point people raise about blogs in particular and one of the reasons why many blogs tend to languish unattended after 6-8 months. It is also why many have gravitated to micro blogging and discussions on Twitter and FriendFeed.

Consider this -- those networks capture and own your content, and in fact capitalize on your activities. Your content helps them become a destination. Yes, micro interactions are important and can help you increase the number of connections you make exponentially - and much faster than a blog.

However, your own site can help you with:

• establishing your credentials
• re-inventing or energizing ideas
• creating connections
• building a community

In ways that your content dispersed throughout social networks cannot.

With a blog, it's important that you plan for content. In addition to the rainy days and times when you won't be able to post - you may be traveling, or booked solid - you will want to share meaning and purpose with your readers. For a blog to be successful you need to think that content is not just yours. 

Before you get started, you should know the following 3 things:

1. Your content will have unintended consequences

In other words - if you do a good job of it and your readers consider it valuable - it will be shared, discussed, potentially quoted, and alas sometimes copied without attribution. We call that scraping in blog terms and there is definitely something you can do about that, but this is not the object of this post.

The best consequence of all will be that people put it to the test and either learn something about themselves, or get results. As life would have it, you may get to hear about the learning, rarely about the results.

Some of the posts you will love the most will get zero comments, while some of the most off the cuffs remarks may get passionate conversations going. Accept that although you're the curator of information at your blog, once the content is out there, it's out of your hands.

2. Your participation is also content

Yes, and in many cases, it's content you give away in the form of comments and conversations in spaces other than your blog. You decide what and where. For example, I tend to answer comments on this blog and comment on other people's blogs. I'm on FriendFeed a little and share remarks and content on Twitter.

Others may use talks, books, and workshops instead of engaging with comments at their blog. A good example is Seth's blog. He may not take comments at his blogs, or participate on Twitter, but I know he connects in other ways - at talks, giving away free eBooks, and in other ways freely.

So while your content will have unintended consequences, you can design your own attitude and involvement with others in the community. That to me is extremely liberating and a tremendous equalizer - whether two people or 2,000 read you, you can engage with those readers.

3. You need to know where you're going

In the beginning you will probably experiment a lot with formats and content ideas. I've observed that in many who started writing a blog at about the same time I did three-to-four years ago. I would wager that every single one of those blogs that is still around today has evolved to a specific direction.

Mapping your objectives early on will give you freedom to figure out how you're getting there. It will also help on those evening when you've had a long enough day behind you and have a hard time writing. Unless you know where you're going, you will not get there - and that can be a very frustrating experience.

Some professionals use their blog as a sort of library of interesting things to think about - an example of that is Herd by Mark Earls. Others use the blog as a companion to the research and thinking they're putting into a book, like Gretchen Rubin with The Happiness Project. For others yet, the blog becomes the focal point from which they solidify a project or line of thinking that becomes a book.

The point is that they are all outcomes and they are all there because there was some effort placed into understanding objectives. It's becoming a bit ridiculous to hear that a blog will be useful for your business to drive customer engagement. You need to want engagement in the first place, the blog can be one of the ways to achieve that if you're engaging in it.

________

These are some of the less frequently thought-about and more useful things you should know before starting a blog. What would you add from your own experience? Have you been thinking about starting a blog and still on the fence? Does this information help you?

[image by Thomas Hawk]

Comments

[Denis]

I would add a fourth point: a blog could be an incredible pain to mantain and it asks a terrible amount of commitment.

[Lauren Vargas]

Sometimes those things that are a pain are what we learn from the most.

Didn't say life was going to be easy either.

[Stuart Foster]

Probably some of the best/concise advice I have ever read in terms of starting a blog. I could have saved myself a LOT of time in the beginning had I adhered to these rules.

Then again I was brought kicking and screaming into blogging...so it isn't too surprising that I did things the hard way ;).

Awesome stuff for new bloggers...listen.

[David Mullen]

I'll toss two things into the mix:

1. To build on your last point, also identify what could make your blog a little different from the majority of others on your topic of choice. Do many in your field focus on case studies and reviews? Focus your blog on bigger issues within the industry.

2. Prepare for the hump. It's like anything else. You're going to be really excited at first. You'll dig in and write a couple posts a week. Then the honeymoon is over. It's been a couple months. You're not getting as many views or comments as you'd like. There are a lot of other things on your plate. You put the blog on the back burner. That's the hump. It will come, so prepare for it mentally and physically. During your early days, write early and often. Keep a running tab of blog post ideas that you don't have time to write immediately. That will help you power through the hump.

[John MacIntyre]

I'd also add; KNOW YOUR TARGET AUDIENCE

This will help you stay focused, deliver value, and know what belongs in it and what doesn't.

[Chris Anthony]

Here via a link from Freelance Switch (http://is.gd/GSZj). These are all good points - I especially wish I could get myself going on #2.

I'd argue that #3 suggests that the subject should be "...Before Starting a Topical (or Professional, or Successful, or however you want to frame it) Blog". I know plenty of people who don't care where they're going - the blog is a personal expression, not a goal-driven endeavor. But that's a trivial point. :)

[Luis Sandoval]

I think what you say here is must-read information for anyone starting a blog. As a writer/blogger myself I find it interesting when people start a blog with high aspirations only to drop the initiative a few months later. Even more staggering is the fact that approx. 20,000 blogs are started a day, but how many continue to thrive today?

Blogging is not just about writing, it's about sharing and engaging, a fact that falls flat for some. Relinquishing control is a key factor and allowing your audience to discuss the topic is something most don't want to do. Obviously commenting maturity is to be expected, but anyone who disagrees is seen as a threat. I find those that oppose my ideas key to the conversation on my posts, and it's amazing how the comment section can be much more powerful than the post itself.

I highly advise anyone out there who is unhappy with the traffic on their site, or the lack of commenting on certain posts, is to allow your audience to react to what they feel driven to react to. You cannot control your readers, and you cannot control their passion, tap into where your readers are commenting the most and try to elaborate on those issues because those are hot topics for them.

Valeria, great post today, I think sometimes we make it harder than it should be, and the fundamentals escape us.

[Jason Sprenger]

Nice post. One other tip: make the time for your blog, and feed it regularly.

Blogs are wonderful, but they are like living, breathing entities that need attention on a regular basis. If you don't feed it with content on a regular basis, it will die - people will tune you out, or your words will lose relevance, or you'll just lose interest. In fact, it seems to me like the cause of most failed blogs is simply a lack of attention or commitment from its author. If you believe strongly that you want to have a blog, then be sure you devote enough time and effort to it. And then be sure to sustain that time investment over the long term.

Thanks,
Jason Sprenger
@JasonSprenger

[Denis]

@lauren I do perfectly agree with you

I did not explain my point clearly (my fault)... too many underestimate how much work is needed to keep a blog. I think that even after read this article many will underestimate the discipline required to keep a blog.

If we consider the common high expectation, the initial frustation of not seeing comments, how difficult is to respect a schedule well... so, let's face it: if you are not up to it from the beginning, it will be a painful experience

[Wordpress SEO]

Wow! I sure hope everyone reads this when they are thinking about starting a Blog. I am heading off to twitter to let people know about this post.

[Brian DR1665]

Good timing on this one.

It seems that, as in anything else, you need to have a clear goal for your blog from the get-go. Life is all about the journey, but it's important to remember that you need a destination if your journey will consist of you actually going somewhere.

It also seems that there are far too many blogs simply re-hashing the same news stories. This is one of the most annoying things about the group of people I follow on Twitter - Daimler buys a 10% stake in Tesla and I get 15 different people tweeting a link to a blog post about it. (sigh)

Yes. Write for your audience, but I hope that more people will recognize that pageviews and comments are FAR more rewarding when the content drawing them in is your own. Just because we're all dabbling in social media and SEO these doesn't mean that quality has suddenly been overtaken by quantity.

Always a pleasure to visit, Valeria. :)

[Sasha]

I def. agree with Denis and Jason – when you first start, you THINK you know what you want to write about but it becomes a pain to update.

On the other hand, making time for your blog and treating it as something worthwhile to you personally, will move in your favor.

I really enjoyed reading this post. Thanks for sharing. I just started my own blog called the “Little Pink Book” (http://sashahalima.com/blog/) and I’m not going to lie, it is hard to make time and come up with content for something that I never did before.

I want to get my thoughts out there, but also supply people like me, or who do not know about Public Relations and social media, with some valuable information. You know, the type of information you’d only get by someone telling you and showing you. Not the textbook, bland stuff.

I love my blog very dearly. I’ve actually learned a lot in the past 6 weeks since it started. And definitely reading your post, reminds me a lot of myself and my inner thoughts!

Best Wishes,

Sasha
@SashaHalima

[Harriet Meth]

@Luis - You are so spot on about blogging involving more than writing. It is about immediacy and reach.

As a former b'cast news and documentary producer I thought I knew about writing. I did it every day. Yet blogging is different and transformative in ways that I could never have imagined.

So if the payoff for this journey is nothing other than a clarity of thinking and refining my ideas then I'd say it's more than worth it. Of course generating a few readers and comments every now and then wouldn't be so bad either;).

[Maribel]

@luis - I totally agree. Blogging as well as other forms of social networking are all about engaging with your community. You shouldn't be talking at people, you should be talking to them. It's all about sparking a conversation.

[Scott]

"Thanks for the ideas and thinking.

As a 'super wrinklie' in the early stages of blogging all ideas on the HOW to communicate effectively in this ever emerging space are greatly appreciated.

I note that you and others in this conversation have not placed a major emphasis on a blogger's ability to write 'effectively' (that may be a given and covered in 'content' posts).

Just wondering if you and others consider the 'writing skill' audit...which might indicate..."limited skills-forget it or come back later" thinking??

Also thanks for the comment posting tip!!

[Valeria Maltoni]

@Denis - it sure is :) However, it is probably one of the best repositories of ideas you want to bounce off your head and that of other people's.

@Lauren - amen.

@Stuart - we all have the painful moment at some point or another - it's called growth and often comes with sweat and tears. Eventually, you discover that imitating others doesn't work as well as creating from your self. And that is a beautiful moment.

@David - you are the differentiator, if you are confident enough in letting your voice and tone come through in your writing. The hump will be easier to deal with when you make a pact with yourself that you will post "x" times a week or month or whatever frequency works for you.

@John - know who you wish to be speaking with and write with them in mind.

@Chris - #2 is often overlooked, but it is probably the point that can make you most successful when executed from the heart. As for #3, they used to call them journals, and even those have a purpose and direction, it's just not that linear.

@Luis - anything worth doing takes work to do and maintain. I'm in the making it harder than it should be camp sometimes, too. Because I've been immersed online for such a long time, I forget that on the Web it's always the beginning for someone and the things I take for granted, especially when simple and natural for me, may not be for others. Thank you for talking about welcoming discussion and diversity of opinions.

@Jason - I like the idea of a regular appointment, not something that you just tack onto the day. Sustainability is key to growth and results.

@Brian - That's why it's hard to write about news, it gets old really fast. Probably you have noticed that I go out of my way not to write what everyone else is writing about. I feel your pain on the duplications. It happens in my stream as well. If there is one post that many people are sharing, that's fine by me.

@Shasha - write from your own experience. That's something that others cannot do as well - you lived it. Seriously, I receive the most comments on posts written from a very personal point of view or that include a personal story.

@Harriet - I love how you articulate the immediacy and reach of a blog. Context also plays such a key role in getting feedback. You may have the best post, but if your readers are involved or occupied in something else that is happening online, they may not notice. I still have my favorite posts with zero comments at times for that reason. Being attuned to what those you'd like to have a conversation with are thinking about and discussing, does help you with community building.

@Maribel - and probably also about lighting a flame or an idea.

@Scott - carrying the thought and intent through the sometimes murky waters of the English (or any other) language can be a challenge. Writing a blog is less formal, almost conversational, yet we need to remember that the conversation in the composition is just with out heads. Glad you could post.

[Deana Nuxoll]

I am a new entrepreneur (since May 1st!) who wants to start her own blog. The posted content and comments are extremely helpful!

Thank you everyone for sharing!

[Diego]

Valeria, this is truly an amazing post, thanks.

[Harriet Meth]

@Valeria - I've been thinking about why most conversations just kind of sputter out quickly - if they get going at all. Clearly, lack of time, ubiquitous ADD and too many social media possibilities are key factors in prohibiting ongoing, sustained conversations.

But, you're right, context is the bucket that seems to wrap up so many of these factors. And it's also difficult to jump into some of the conversations once they've gotten started. Kind of like running after a train once it's pulled out of the station.

Final thought: if anyone is interested in more about this topic, Tom Foremski wrote an intriguing blogpost at Silicon Valley Watcher about a month ago and his view is conversations won't have legs until we move to the semantic web. Dunno, but here's another longtime blogger talking about lack of conversational sustainability.
(http://www.siliconvalleywatcher.com/mt/archives/2009/04/the_myth_of_onl.php)

[AngelaBH]

I'm trying to start a blog (I consider myself a writer. I write for low paying websites at present), and I already have an online journal, which is a forum for me muse about things that go on in my head randomly..but, for a blog to be relevant and interesting, I need to have focus on what the content should be.

I don't want it to be just another online journal. So, how do I make it relevant? Should I focus on issues, or a specific niche subject? and if i do the latter, how do I keep it vibrant and expansive? ugh...

I know I need to blog in order to market myself effectively, utilize social media for revenue enhancement and to stay current and connected,
but,
I'm not sure if I want to put something out there that is mundane and reeks of self-absorption (that's what Twitter and my online journal is for..LOL)

[Tiffany Monhollon]

Great thoughts. I've dealt with every one of them myself.

I think for me, what's also important in this process is realizing that it's never too late. To start a blog. To re-envision one you already have. To reclaim your voice. To participate.

Too often, we compare ourselves against the time and pace of other people, or get caught up in the numbers. Or at least, I have. And that's take away the real vision and the joy. I miss that stuff. Which is good, actually. Because it's up to me to get it back :)

[Valeria Maltoni]

@Deana - good luck with your new venture. It sounds exciting. Welcome to the conversation and hope we can continue to provide value to you.

@Diego - thank you for stopping by.

@Harriet - thank you for digging up that story. FriendFeed is set up better (or I should say was before the new interface that refreshes as you're reading) for conversation. Alas, not many people on it at the moment. I think we also run out of time and attention. It's more difficult to ignore the person in the room or in front of you, than it is to move on online.

@Angela - I know how precious time is! Those are all choices in front of you. For this blog, I let the relationships and community help me make those decisions and the content evolved over time. And every so often, I do a survey, either in the post or as a poll, to take the pulse of what people are interested in.

@Tiffany - every single one of your posts grows into a magical conversation. It's never too late in life to try anything, I agree. And the moment to start is usually now :)

[Mack Collier]

Good list, two things I would add:

1 - Your blog does not have an expiration date. You have to start blogging with the mindset that it's going to be something that you will do from now on.

2 - Your blog WILL suck at first. Accept this. As you become more familiar with the space, and the tool, your efforts will improve. But you have to realize going in that those first few days/weeks/months, you might not see that traffic move much. You might not get many (any?) comments. Don't be discouraged by then, stick with it, interact with others, learn from others, and your efforts will improve.

[Debbie Hemley]

Great points being discussed here. I agree, blogging takes dedication and commitment, and also creativity.

A blogger can find inspiration in unexpected places, and that's what make some posts the most enjoyable to read.

Sometimes it's the conversation overheard; as if you're the person on the street reporter telling the way you see things; you can be the student; the teacher; the interviewer.

Mixing up the way you write your posts adds spice and a creative edge.

[Tamar June]

We recently started our corporate blog and we have several people in our company blogging -- from engineering to product management, etc.

In addition, we also asked a few others related to our industry to "guest blog". So far, so good. I make sure we have fresh new content several times a week.

It will take a while to build this up. It won't happen overnight, but we're off to a good start.