Content Mastery Guide

Editor and Ghostwriter

How to Write a Blog Post, Part 4: The connecting post

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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:

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

Writing your online bio: Who are you and why should they care?

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When it's time to write your online bio, you may be relieved to think, "Finally, it's all about me!" But is it?

Up until now, I've been encouraging you to put yourself in your reader's shoes and remember that they are online looking for solutions and information. In order to make that crucial connection and build a long-term trusting relationship, you need to give them what they want.

There will be plenty of time down the line to share the wisdom YOU think they should know.

That goes for your articles, blog posts and other online content, but what about your bio? Your bio may seem like the perfect place to let loose and say whatever you feel like saying. But before you do, consider the following:

  • Your bio is where you establish credibility: In fact, 3 out of 10 of Stanford's Top 10 Guidelines for Web Credibility point to how well a site identifies and describes the person or people behind the scenes. Does your About page make the grade?
  • Your bio is where you spark a connection: People use your bio to decide whether or not to follow you, visit your website, subscribe to your newsletter, hire you or refer you. In Twitter, we have only 160 characters to make an impression!
  • Your bio is where you express personality: There are countless other professionals who do exactly what you do. Some have exactly as much training and experience as you do, and comporable client success stories. It's your hobbies, passions and personality that will set you apart to your ideal client and help make a match.

Writing prompt: When it comes to writing an online bio, it's still all about your reader. Choose the words that will help people get to know, like and trust you. Help your ideal client hone in on your unique qualities and capabilities that make you the perfect fit.

We'll be discussing this topic on the next Content Mastery Action Day. This full-day event is designed to help you jumpstart your content writing goals for the month. There is built-in accountability, a Q&A call and the opportunity for live editing assistance to make your article the best it can be.

While the full day is only available to Action Club members, anyone may attend the presentation call in the morning.

What: Writing an Online Bio – Who Are You and Why Should They Care?
When: Thursday, December 9th, 2010, 9:30-10:00 a.m. EASTERN (in, out and on with your day)
Where: Webinar

This presentation will cover:

  • Why you'll need five versions of your online bio
  • Which questions to ask yourself when you are writing each version
  • What to leave in and what to leave out – including how to deal with having outdated or unrelated experience or no formal credentials
  • BONUS: A worksheet for preparing your own online bio (subscribers only)

How to Write a Blog Post, Part 3: The thought leadership post

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Thought leadership posts (or “thought pieces,” as I’ve called them before on this blog) are an important part of a balanced blog. They play a key role in establishing and deepening your relationship with your readers.

Do you need to be a thought leader?

There’s a lot of buzz about being a “thought leader” these days (though according to Wikipedia the term has been around since 1994), but do you need to be one? Absolutely not!

There is no need to pressure yourself with trying to reinvent the wheel, especially since most of what you will write about is not new at all. In fact, breaking new ground as an innovator is only one of several possible reasons to write a thought leadership post.

Four ways to be a thought leader with your writing

  1. Propose your own theory or explanation behind a specific challenge or phenomenon – this is what most people think of as thought leadership; coming up with a brand new idea to explain something better and more clearly than anyone before
  2. Take a stand on an issue that’s important to you, even when that is contrary to popular opinion – another commonly recommended blogging technique, where you attract attention with passion and controversy
  3. Present a puzzle, unanswered question or other “food for thought” that leads your reader to new insights or awareness – a natural approach for coaches and trainers, this allows you to use your natural talent for empowerment to lead your reader to discover their own new truths
  4. Put your own unique take on an established principle or solution – ah-hah, here’s where anyone gets to be a thought leader; as Andrea J. Lee taught me, there are people in this world who can ONLY hear a message from YOU; they’re tuned into your frequency and your way of explaining things (and I bet you’re already writing these type of blog posts)

What makes something a thought leadership post?

You can set out to write a thought leadership piece, but you won’t really know you’ve done it until you see the response. For example, in Part 2 of this series, I wrote about beating the imposter syndrome by building a mountain of content.

A few people responded publicly (by tweeting, retweeting or commenting), and a few others have emailed me privately. I know they represent others who appreciated my take on this topic but didn’t necessarily reply.

My stats in Typepad, HootSuite and AWeber also showed me that many people clicked through to read the post (so the article title must have done its job!).

I knew I’d struck a chord with that post, and you’ll know when it happens to you.

How to write a thought leadership piece

What are you feeling passionate about sharing with your readers? Do some free writing (either by hand or on the computer) about the topic and see where that leads you.

In my April 2010 post about thought pieces, I suggested four ways to delve more deeply into a topic:

  1. Define (what is your topic?)
  2. Deconstruct (what’s it made of?)
  3. Differentiate (how is it different from other things? how are its elements different from each other?)
  4. Dispute (how are other points of view on this topic inaccurate or ineffective?)

Use these broad categories to jumpstart your brainstorming, or as a structure for dividing what you’ve written into sections.

Introduce the topic by explaining why you think it’s relevant for your readers, and conclude by asking them to take an action.

Even if you don’t feel like a thought leader (maybe you actually feel like an imposter), I still encourage you to try your hand at writing a thought leadership piece. Chances are, you already have.

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 4: The connecting post

Is dyslexia blocking the brilliance of your writing?

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Note: If you’d rather listen to this post, here is a link to an audio recording.


MP3 File

When you have dyslexia and/or dysgraphia (written dyslexia), writing online content is an enormous challenge. This really hit home for me recently, when some of my colleagues and clients revealed that they struggle with these issues.

As I learned in this informative article by Miriam Darnell, writing can be an agonizing chore for you, because:

  • Organizing your thoughts is difficult
  • It’s challenging just to sit still and keep at it (extroverts, can you relate?)
  • It’s frustrating when your ideas don’t materialize on paper the way you want them to

I know that you know what you want to say

This topic reminds me of my time as the music therapist at the Aphasia Institute. The philosophy, “I know that you know” was ingrained in all interactions with clients with aphasia, who knew what they wanted to say but had difficulty expressing it.

Content marketing can improve your confidence and clarity

Because it’s harder for people with dyslexia and/or dysgraphia to explain their ideas in writing, content marketing may seem out of reach. Yet, it’s even more important. That’s because of how content marketing can impact:

  • Your confidence – Even though there are many intelligent, well-known, talented and successful people with dyslexia, there is still a stigma attached. When you have difficulties with reading and writing, it can lead to low self-esteem and isolation. Not to mention that imposter syndrome feeling that so many of us exerience.

    If you can get your great ideas into writing (maybe with speech-to-text software or a ghostwriter) you can build your own mountain of expert content. Then you and your prospective clients will see just how much knowledge and experience you have to offer – because it’s there in writing!

    As well, Action Club members tell me that their confidence soars when they get their articles edited before publishing. That way they can be sure their message is getting across.

  • Your clarity – When you have dyslexia or dysgraphia, it is difficult to sequence the details of your topic and get them sorted out in the right order. You may be excellent at delivering a big picture strategy or solution, but struggle to help your client break down the steps to get there.

    Getting your thoughts down into writing and/or talking through them with a ghostwriter will help you clarify your methods. You’ll be able to systemize your approach and use your content as an anchor for your work with clients.

I’ve said it before and I’ll say it again:

Content marketing is worth the effort – especially when you have a communication hurdle such as dyslexia or dysgraphia.

Another benefit of content marketing: It’s easier to plant your flag of expertise on top of a mountain of content

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Do you feel like a fraud when you call yourself an expert? Many of us do. It’s called the imposter syndrome and I’ve written some tips to help you deal with it. (Actually, it’s nice to read that original post from 2007 and notice that I don’t necessarily have an “imposter thought” daily anymore.)

What is happening every day is that I’m meeting tons of new people, whether it’s in person (maybe at a Barrie Chamber of Commerce event or down the road at the Williams Coffee Pub) or online (on Twitter or LinkedIn).

Today, with a mountain of 385 blog posts and counting, I’m much more confident about presenting myself as an expert web writer, editor, blogging consultant, content marketing strategist and writing coach.

I know that I can point a new colleague or prospective client to any number of blog posts I’ve written about whatever topic we’re discussing.

Joe Pulizzi from Content Marketing Institute pointed me towards a wonderful blog post last week, Ten reasons to blog – even if nobody reads it from Mark Schaefer’s Grow blog.

Growing your confidence as an expert will be a lot easier for you if you persist with your content marketing, publish consistently and keep building your own mountain of content.