I don’t want to reinvent any wheels on the blogosphere: you can find a ton of good advice on how to blog effectively by simply Googling for a while (this was my first find). So, let me briefly summarize what we’ve been discussing in the specific context of our class, adding a few points to the list.

Use a Telling, Interesting Title
No, the title is not just the “topic” of your post. The title should name the “topic,” say, “the attention economy” (also, not just the broader subject of your writing, which could be, say, “social media”). If you provide a specific “title” for your particular post, say “How the Attention Economy is Disrupting Conventional Marketing Practices,” readers, including your classmates, can see what your post is specifically about. If the title is informative, readers can get a sense of what you are writing about (and decide if they want to read it). And, if the title is also interesting–attention-grabbing because it is funny, creative, new, or otherwise striking–then they may be more willing to read the blog. Let us add a creative twist to the title above: “Look at Me! — How the Attention Economy is Disrupting Conventional Marketing Practices.” Just don’t go overboard, which you can if the creative twist can’t be justified logically or rhetorically. If your blog’s theme makes the title too large and long, you can either edit the CSS or put the subtitle at the top of your post. 

Remember the “Hook-Hold-Payoff” Idea
Unlike the simple/universal idea of beginning, middle, and end, this one comes from “story design“: it is one of the most powerful ways to think specifically about the audience engagement, and it seems very useful for blogging (especially due to the lack of attention on the web).

Hook (or an attention-grabbing act) should start with the title and it should continue into the introduction paragraph, which should be short and effective.  Remember that you should “hook” the reader while also providing the context of your writing, the main point/argument or question at the heart of your post, a sense of post’s scope, and if necessary explicit statement of significance of your topic (normally, the answer to “why does this matter?” should be implicit in the rest of your intro). This means that you can’t just play some gimmick but instead have to get to the point and be interesting and engaging to the reader. Of course, you should not try to save any secret about your main idea (unless that’s the point of your writing and you’re confident that the reader won’t smile and go away; remember the Facebook tab!). Also, save any “background” information and condense and merge it into the body of the post. Look at this NYT blog post (on the topic of “attention economy”) to see what hook techniques the writer uses.

As you move on to the body of your writing, continue to “hold” the reader’s attention. You can do this by NOT burying your main idea in the middle or even end of your paragraph (except when you mean to save the main idea for a rhetorical reason, especially once you are confident that the reader is engaged in the main idea). This is not to suggest that you should use the simplistic old technique of “topic sentence”; however, whenever possible, you should a start paragraph by giving the reader a sense of direction or provide them a striking point on which you build the paragraph. Within the paragraphs, you can sustain the reader’s interest by using an engaging voice, appropriate pacing of ideas (elaborate when necessary, otherwise move on quickly), (see below for Nicole Gartner’s B-L-O-G idea). 

The idea of “payoff” has to do with the sense of “benefit” that you should try to provide the reader by the end of your blog post. Readers need at least one considerable takeaway–and their decision to start, continue, and finish reading what you’re writing is based on that desire. So, even though it may be impossible to “benefit” any and all kinds of readers by the same post, you should imagine one or more types of readers (or rather interests) when writing. For instance, if you expect college students of business, bloggers who write about marketing, your colleagues at work, and family members to read your post about the “attention economy,” you could assume that these readers will benefit from learning “about” the concept (this means that you might want to define/describe or illustrate the concept as you write), from learning how the strange new type of “economy” affects them (if so, you might want to explain how), and from getting to see what you have to say about the topic (as an individual with your own ideas/perspectives). There may also be more direct benefits (some readers may change their marketing strategies), and there may be emotional benefits (you make readers laugh/smile, cry–just kidding–or be inspired by your ideas/feelings about the topic).

Remember Nicole Gartner‘s B-L-O-G Idea
I don’t want to steal Nicole’s thunder, and I have asked her to kindly write/reblog an entry on this wonderful idea of hers on our class blog, but just to remind you the idea that she shared in class, here are some mental notes I took that day.
B- Be prepped: Have something to say, do your research, think through the idea, talk about the subject, be passionate about it
L- Language matters: Write in a language that is personable, in your own voice, using the tone that fits the subject, talking directly to your audience
O- Opinion matters: Be opinionated and in a good way, argue (make) a point clearly and strongly, have something to say something that engages your audience
G- Go for it: Go for it, don’t hesitate or wait until you grow up, there’s a community of people in the world (which is no longer limited to your university or your town) who are interested in the subject and you can reach them wherever they are, blogging is not a tool but a medium to participate in a community of people who care about something so find that community and go for it

Don’t Forget the Context
In the case of the Blogfolio Project in the course Writing For Your Profession, the intellectual and professional context of your blogs is your professional portfolio. This means that you should not simply blog about anything (I call that “blobbing”)– don’t do it. While there is no need to tell the reader “how” each of your blog entry helps to showcase your achievements achievements and expertise, enhance your professional image and profile, etc, it is important that your blogs are relevant to your overall profile. If your overall profile is that of an emerging academic scholar of biochemisty, do not add blog entries about William Shakespeare, attention economy, the concert you went to last night, or your old blue cat–unless you mean to and can successfully situate or show genuine significance of your posts to the overall portfolio. Write about biochemistry, its application, its connections, its challenges and prospects, your experience/knowledge and expert opinions, something funny or thoughtful about the subject and its many topics/issues, etc, etc, etc. Yes, if you also want to add social, personal, community service or any other dimensions to the portfolio by blogging about more than the primary area of interest/expertise, you should do so; but the same demand for adding something “relevant” and significant applies here as well.

Organize, Edit, and Proofread Well
The “professional” context of your portfolio also means that you should organize your writing for accessible reading (including short/focused paragraphs, subheadings and other visual elements, images to make reading easier/better); you should also edit and proofread the text carefully because this is specifically a “professional” portfolio and your writing will be judged for the quality of your thought and that of the “product” of your writing. For this reason, don’t publish directly on the web; draft, get feedback, revise, and edit offline before publishing on your site).

Add Images and Other Visual Elements
As I indicated above, visual elements can make your writing more engaging (if used well); you can also use visual design of the post in order to enhance access and ease of reading. For example, if your post is long, you should provide subheadings or simply bold-faced sentences in a few places (if that won’t make the post look odd or if the highlighted text won’t misrepresent the post). Using images (especially with captions) can allow readers who don’t have time to read the text to get the point (if you do it well). Finally, integrating other media such as embedded videos, animated visuals, etc (see relevant section on the “how to” page) can also help you engage the readers better.