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Reaching health influencers, producing measurable results.
JPA Health Communications for Global Bridges
Blogging TipsMarch 2015
2Blogging Tips
Blogs: What Are They?
Somewhere between journalism and personal reflection - between news and OpEd
Places to: Demonstrate expertise Highlight insight Connect with others
Often feel more improvisational than other thought leadership opportunities
Objective Journalism
Subjective Opinion
Piece
Thought Leadership
Blog
3Blogging Tips
Journalism vs OpEd: Strike a Balance
Blogs thrive on opinion
BUT must project gravitas via demonstration of environmental awareness, references & linking
Blog posts should: Come across as knowing, helpful and
authoritative Provide insight Start a conversation Not close or prevent discussion Not seek to be exhaustive / answer all
possible questions, like a news story Not be so under-documented as to be
a throw-away opinion piece
4Blogging Tips
Blogs That Work Well Are…
On the shorter side: No more than 400 words; a longer piece should be divided into a series of companion pieces
Insightful: What are you adding to the wider conversation?
Scan-able: Content themes clearly separated into chunks / paragraphs for easy reading
Timely: Fresh is best
Open for expansion: Open door for a second post, revised perspective, rehash, etc.
Connected: Include at least three related links, if not more; link to resources on the GB site and/or other relevant sites
Engaging: Invite discussion, solicit feedback, start a conversation - don’t just make statements
5Blogging Tips
Blogs that alienate readers…
Are long-winded: No central thrust, no point / too many points
Are too angry: Vindictive, defensive, aggressive, petty, etc.
Have no clear objective: What do you want users to do? Comment? Share?
Have no discernible call to action, teaser or follow-up planned
6Blogging Tips
Tips & tricks
Remember to: Suggest a catchy title (JPA can help with this)
Include an intro paragraph
Proofread and consider how to reduce copy / better organize content into paragraphs
Provide an image to illustrate your post (can be e-mailed with your post to [email protected])
Include a call to action: What should readers do?