Professional blogs: what works, what doesn’t

So if you’re going to put the effort into writing a blog, you want people to read it, right? And hopefully come back for more.

So, what works?
New ideas. Humor. News. Controversy. Personality. Opinions.

What doesn’t work?
Conventional ideas. Cut-and-paste’s from a brochure or ad or anything that reads as if it’s been approved by the legal department of a corporation.

If you’re not comfortable writing informally, you’ll probably suck at blogging. (See? I got your attention by using the word “suck” instead of “fail.”) Think of blogging as if it were a long email to a friend you haven’t seen in awhile.

Pick a general topic related to your work/business, one that interests you a great deal. Throw in your personal viewpoint – you’re not writing for the BBC. Start taking photos (or videos) and let them do some of the telling for you.

About personal details: include as much as you can without going too far off topic. Why? Why would you want to disclose personal information online?? I’m not talking about your address or bank account. I’m talking about small details like a trip that inspired you, or a favorite local store, or an impressive lecture you heard on your topic that can be found on audible.com, etc. Here’s a great example: Chef Contos’ blog gives you a window on her life as a chef. It is interesting and entertaining and at the same time establishes a sense of intimacy with the writer. Who wouldn’t want to take a class with her after reading how passionate she is about ingredients and local farms?