Why blogging style is just as important as blogging content

A couple of weeks ago, Jaime and I were lucky enough to speak at the Association of British Professional Conference Organisers symposium at the Barbican in London. We ran two workshops and the delegates were a delight. No one left early or threw stuff. Quite a result. Part of what I talked about were the common barriers that prevent people from blogging.

‘Lack of time’ is usually the number one reason, but it’s closely followed by ‘I don’t know what to write about’. I’ve found that a good way round this form of writer’s block is to think not ‘what shall I write?’, but instead, ‘what sort of blog shall I write?’. Once you understand that there are really only 25 different types of blog (in the same way that there are only ever seven different sorts of TV ad) it makes things a lot less daunting. Thinking about the type of blog to write can be more inspiring than starting with a subject matter in mind. As an example, here are my five favourite blog styles. If you flick back through the archive you’ll see I’ve used every one.

1. Insight Blog – share insight, sector intelligence or original commentary about a particular topic that you have specialist knowledge of.

2. Piggyback Blog – write about a news topic that is currently popular.

3. Life Blog – this is also sometimes called reality blogging and it’s as simple as sharing a story about something that happened to you. Relating it back to your particular field of interest or sector and summing up with ‘lessons learned’ also adds traction.

4. List Blog – sharing an interesting or startling list of facts or tips is always a good fall back blog style.

5. Evangelist Blog – if you are passionate about a cause or a belief it can add fuel to your blogging fire. This style of blog post should aim to inspire others and get them to share your belief.

Thanks to everyone at the conference for your positive feedback. It gave me the confidence to write this blog.

Do you have a particular blog house style? If so, what works for you?


Mike Fleming

Mike is a multi-award winning copywriter and brand strategist. He has over 20 years’ experience writing TV commercials and online films, press advertising, corporate branding and website content. In 2010 he was voted the UK’s most recommended copywriter in an industry client and peer poll and this year was listed in the world’s Top 100 SEO copywriters by Forbes.com contributor, Robert Kim.