I read a lot of blogs.  And I think that blogs will continue to become an increasingly respected source for opinion, information, and idea sharing.  Because no form of print media has the ability to impact as many people globally, in such a short time, as blogs.

But for the blogger that’s just getting started, or the company that’s looking to expand their influence and effectiveness, what should they be doing?  Here are some essentials, for both on and off your site.

Off of your site

1. Read other blogs. Although each blog has its unique twists, there’s a generally accepted format.  You pick this up the more you read other blogs.  In addition to formatting and styling, when you read blogs in your niche, you’ll notice trends, and what your readers care about.  You may think you know what makes your audience tick…but you also may be surprised by what bigger bloggers are saying.  And trust me, if they’re a big blogger, they’re doing research to know what posts will drive traffic to their site.

2. Comment on other blogs. And don’t just say, “Nice post!”  Interact on sites you like.  The more you do this, the more you will build your platform (your online reputation) with your potential audience.

3. Build your online platform on outposts. I’ve stolen this term from Michael Hyatt, and I think it’s helpful.  You don’t own Facebook, Twitter, or FourSquare.  But you use them as outposts, representing yourself there.  You’ve got a unique voice…let it stand out among the rest on outposts.

5. Guest post. If there’s a site you’re learning from, and that you know the readers of your blog enjoy, ask the site owner if you can put a guest post together for them.  Of course, this would be something you’d do for free.  And though it may take you some time to put together a high-quality guest post, the return on investment you’ll see is worth the effort, as you build your online platform with a wider audience.

6. Connect offline. When you get an opportunity, connect with your online friends offline.  Don’t just be a robot.  Let online interactions spur you to build real, in-person relationships.

7. Read voraciously and widely. Don’t just hang out in the blogging world.  Read books.  Magazines.  Journals.  Pamphlets.  Brochures.  The fine print on back of your insurance card.  The more you know, the better blogger you’ll be.

On your site

1. Consistency. Some of your blog posts will hit a homerun…and some will be a pop fly to the catcher.  And that’s ok.  Blogging is, in a sense, an experiment.  The more you do it, the more you’ll know what will work with your audience.  But don’t let a few strike outs keep you from posting again.  Just keep putting your stuff out there.

2. Creativity. Try something different.  Mix up your posting style.  Try posting

  • a series of pictures
  • a video (that’s consistent with your niche)
  • a review of a product you’ve tried
  • a guest post
  • a praise of another site
  • a story from your childhood
  • a list of resources you use
  • a series of posts on ‘how-to’ do what you do
  • a question that helps people interact
3. Value. You need to be consistently posting, but to be successful, your posts need to add value to your specific readers.  If your audience is primarily young pastors, then posts with just pictures of your children probably won’t add much value.  However, if you’re a ‘mommy blogger,’ posts with pictures could be your m.o.  Knowing your audience is key.
Do you have a new site?

Have you found other ways to be effective?