Writing connecting posts helps you to grow your network, build relationships with prospective clients and establish yourself as a trusted resource.
A big part of its appeal is that when you write a connecting post (I've called it a "connective piece" earlier on this blog) you don't have to start from scratch with a blank page or brand new idea.
Instead, you're connecting the dots for your readers (Andrea J. Lee calls it "being their Google") between:
- A personal story and a business lesson
- Your current post and a previous post
- Someone else's post and your own post
- A client's story and your reader's situation
How to write a connecting blog post
- Keep up with the news – To find relevant blog posts to share or potential guest authors to invite, try setting up Google Alerts, a Twitter search tool or a blog reader. I also suggest you commit some of your article writing time to following your mouse around the blogosphere to see what you can find. (Note: That includes your own site – look for posts you can comment on or rewrite from a fresh perspective.)
- Make the content your own (even when it isn't) – Whether you're sharing a link, posting a guest article or describing a client's triumphant success, include an introduction or explanation. Show how the content relates to your blog's mission, which is (hopefully) to solve the unique problems of your ideal clients.
- Review your week – Look to your Inbox, telephone calls and personal adventures for stories and examples of the topics you write about in your blog. Grant yourself the license to make some creative connections.
There are going to be some days when you just don't have any new content in you. And there will be other days when someone else just said it better. With connecting posts, you can keep blogging anyway, adding some variety and spice to your own mountain of content.
How to Write a Blog Post, Part 1: The "how to" post
How to Write a Blog Post, Part 2: The personal post
How to Write a Blog Post, Part 3: The thought leadership post
