You know that commenting on blogs is a great way to extend your presence online, meet other bloggers, business owners, and potential customers, and ultimately drive more traffic to your own blog and website.

But what makes a good blog comment? How do you go about “joining the conversation,” as multitudes of well-meaning people are constantly haranguing you to do? Is there a science to it? An established theorem of blog commenting best practices?  What’s a business blogger to do?

Let’s take a simple, mathematical approach to commenting on other people’s blogs.

Add

Add something useful, new, or interesting to the conversation. Easier said than done, to be sure. But avoid leaving comments just for the sake of leaving comments, especially those that add nothing to the topic at hand.

Example: While everybody likes to be agreed with, try to go beyond a simple “I agree” in your comments. What exactly do you agree with? Was one of the points made by the blogger more persuasive than the others? Which arguments were less persuasive?

Added benefit: Blog comments offer a great opportunity to show more of your human face to the readers in your space. A personal anecdote goes a long way in contributing something truly unique and valuable to the conversation that only you can add. Share something of yourself, your background, your expertise.

Subtract

Subtract any gratuitous self-promotion from your blog comments. If you have a truly relevant blog post on your own site, then by all means refer to it, but only after summarizing how and why it is relevant to the author’s post. Avoid talking about your own products and services on other people’s blogs.

Example: If you sell accounting software, and the author of another blog writes about a tricky tax question that your software helps answer, try to answer the question in a simple, layman-friendly way and help the readers of this blog understand the issue better.

Added benefit: You’ve just uncovered a blog post that is dying to be written on your own blog. Write in more detail on your own site about how to approach the tricky tax question, and link back to the article that sparked the idea for the post.

Multiply

Multiply the positive effect of your comments by referring (and linking, where appropriate) to the blogs, comments, and contributions of others.  Draw connections and parallels where others have not yet pointed them out. Promote the good work and insights of other commenters, and be specific about what it is you value about their contributions.

Example: If you sell signs and banners, visit the blogs of graphic designers and artists who design for the commercial sector. Talk about what you admire in their designs, and why these principles are important in business signs and marketing.

Added benefit: You might find some bloggers in a related space who might be interested in guest blogging for your site. Adding diverse voices to your blog increases the readability and potential audience for your blog by a surprising amount.

Divide

Divide your attention among blogs in a number of different spaces — not just the one your own blog occupies.  What types of blogs do your customers enjoy, when they are not thinking fondly of you and your products and services?

Seek out a number of different worlds that might be of interest to your customers, your partners, your vendors, your friends. Visit these blogs as frequently as you do those in your own segment (if not more), and contribute thoughtful remarks to these conversations as well. Avoid confining yourself to your own little “echo chamber” by frequenting new and exciting different neighborhoods in the blogosphere.

Example: If you sell pools, and write a blog about pools and hot tubs, find some blogs that discuss outdoor home decorating, home gardening, lawn sports, and other related leisure activities.

Additional benefit: These sites might give you ideas for posts of your own: what kind of furniture do you need when you own a pool? What kind of food might you serve poolside this summer? What are some tips for keeping your skin safe from UV rays during the warmer months?

Add, subtract, multiply, and divide. It all adds up to a great business blog, and to creating a strong and helpful presence in the blogosphere that builds your brand’s reputation, authority, and good will.

Post written by Beth Dunn, a member of the Inbound Marketing Consultant team at HubSpot. Beth also blogs at www.bethdunn.org and An Accomplished Young Lady.

Image by Silenceofnight

Have you ever been in a blogging rut?

You start out blogging with loads of fresh ideas and inspiration but after months of creating unique content you hit a wall!

You feel like you’re saying the same stuff over and over and instead of sitting down to blog each day with excitement you stare at that blinking cursor on a blank page and slip into a zombie like trance.

Of course your readers might be in a similar trance-like state - because while the things you say are all valid and make good points your posts have begun to merge into one and have lost some of their freshness…..

If I’m describing your experience of blogging I’ve got two things to say to you:

1. You’re not alone - most bloggers go through this.
2. IT’S TIME TO SHAKE THINGS UP!

In our last post in our series on Creating Compelling Content on a blog I talked about experimenting with different voices in your blogging because it helped you to find your ‘blogging mojo’ or voice as a blogger. The other benefit of trying new voices on a blog is that I find it ‘wakes up’ readers and provides them with something fresh and different. It can also ‘wake up’ you as a blogger as it presents you with a new challenge and way of approaching your topic.

In a sense when you experiment with a new ‘voice’ or style of writing you are doing something a little ’surprising’ with your readers that can grab their attention - particularly those who’ve been reading your blog for a while and who become a little zombie like in their reading.

Surprise Your Readers

Track with most successful blogs for a few weeks and you’ll find that from time to time many of them throw curve balls or surprises at their readers in one way or another. They often have a habit of presenting content that is a little left of center that is attention grabbing and/or refreshing.

Blogging is a medium that has always been a playful medium where creativity is valued so why not go with this and do something a little different in the next day or two with your blogging.

How to Be Surprising?

This might be a bit of a hard question to answer because being surprising is by nature doing something unexpected - but there are many ways to do something that can snap your readers out of a trance. Here’s a few that come to mind:

1. Write something controversial - if your blog is usually fairly middle of the rode and doesn’t express too many opinions throwing in a strongly worded opinion piece can definitely stir things up a little.
2. Argue Against Your Normal Opinion - sometimes throwing a post into the mix of your blog that plays devils advocate or that explores a very different point of view can be refreshing. Example: in my post What’s Wrong with Blogging? I asked readers to tell me what they don’t like about blogging. While it’s kind of an odd post to have on a blog that argues the case FOR blogging it was well received by readers.
3. Use an Eye Catching Image - just adding a striking image to a post can really lift it from ‘blah blah blah’ to ‘compelling’
4. Using Humor/Satire - I still get readers telling me how my post ‘ProBlogger launches PayPerTweet‘ grabbed their attention back on April fools day in 2008.
5. Use a Metaphor - Use an unexpected illustration from life to explore a topic on your blog - Examples: Lessons from an Umbrella Salesman - Blogging in Formation (Lessons from a Goose) - What McDonalds Taught me about Blogging - Lessons from Tower Defense on How to Reinvent Your Blog.
6. Use a Different Medium - throw in a video, a screen cast, a podcast, some pictures - mixing up your mediums can grab attention, connect with readers in a new way and show a different side of you as a blogger
7. Design - changing your design or even just adding a new logo can give your blog a new ‘look’.
8. Expanding Topics to Related Areas - most blogs have a fairly well defined niche that they stick to but in most cases there are topics that surround that niche that can be good to dip into at times. For example here at ProBlogger I tend to focus mostly upon techniques to improve a blog - but occasionally dip into the topic of health issues for bloggers like in this week’s post on ‘Nimble Fingers‘. While still on topic it’s a little ‘different’ to normal (as observed by quite a few comments and emails I had in response to the post).

Extra Tip - Coming up with fresh and surprising content on a blog takes work but also is about listening to the crazy little ideas that pop into your head from time to time. For me they usually start as bizarre ideas that come while I’m halfway through doing something else - the key for me is to capture the ideas as they come and then put aside time to make them a reality.

While it takes intentionality and work the benefit of such surprises is that sometimes loyal and long term readers fall into a bit of a trance with a blog - throw something a little out of the blue and surprising once in a while and you can reignite the reader relationship and give them a bit of renewed energy for your blog.

An added bonus of these kinds of ’surprising moments’ on a blog is that it’s also often these blue things that generate the most buzz on other sites and create incoming links as other bloggers or Twitter users link up to show you what you’re experimenting with on your blog.

Your Homework for Today

Your homework today is to set aside 15 minutes to ‘play’. Grab a pen and paper or a market and a whiteboard and spend some time mind mapping. I’ve outlined how to create a mind map previously - but write a word that has something to do with your blog in the middle of your page and then begin to brainstorm other words, topics, ideas that relate to that word.

Nothing is too crazy or left field while you’re doing this exercise. Just let your mind wonder and be creative as you ‘play’ with your topic. You might not come up with any concrete ideas but even in doing this exercise you’re giving your brain a chance to explore your topic in a different way and you might just unlock something that sparks into an idea you can use down the track.

I try to set aside short periods of time for this type of activity each week - sometimes I get lots of ideas, sometimes I get none - but over time it’s injected a lot of creativity and surprises into what I do.

What You Said on the Topic

Before I began this series of posts on compelling content I asked readers to submit their own ideas on what makes content compelling. Here’s what some of them said on related topics to this post:

• “Content is compelling when it is new. New information, a new perspective, a new way of dealing with something.” - Cathy
• “Unusual perspectives. I like to read about things that are weird and interesting.” - Elizabeth
• “Something that takes a new, fresh look at an issue.” - Alisa
• “A different perspective on a popular topic is compelling.” - hollywoodlvwork
• “Sometimes compelling content for me is the kind of article that leaves me reeling a little - it leaves me shaking my head and realizing how little I knew about the topic because the author has explored it in a way that I hadn’t considered before. In this way it is ’shocking’ - not because it’s controversial or bad - but because it’s given me a completely new perspective on a topic I thought I had little more to learn about.” - Grant
• “To me, “Compelling content” doesn’t need to be new information. Rather, I’d like to gain new perspective on existing ideas and be reminded that I’ve always known those principles.” - Takuya

What do you have to add on the topic? I’d love to hear the ideas that come out of your mind mapping homework above. I’m also keen to hear of your previous experiences with ’surprising’ things you’ve done on your blog?

This post continues my series of posts on Creating Compelling Content on your Blog. So far we’ve covered being in tune with your readers, creating reader interaction and experimenting with different voices.

A special thanks to Kate from Soy Sauce Carnival for the cartoon at the top of this post!

Post from: Blog Tips at ProBlogger.

Today Ali Hale from Aliventures shares some thoughts that build upon a recent post I wrote on finding your blogging voice.

Darren’s recent poll on How Long Have You Been Blogging suggests that over half ProBlogger’s readers have been blogging for under a year (and of those, a sizeable proportion have yet to launch their blog).

It’s a difficult stage to be at – and I know, because I’m there with a new blog at the moment. Checking stats daily (or hourly), getting over-excited about every comment, wondering how on earth to figure out what your readers want when you don’t have many of them … and that’s if you even manage to overcome your desire for perfectionism, or your nerves, long enough to get your blog off the ground!

So what can new bloggers do to make the early stages a bit easier? Three things that can help are:

• 1. Looking at the experiences and early posts of current big names in the blogosphere
• 2. Making a checklist of what really needs to be done before your launch, your revamp or your big promotional push
• 3. Slowly turning the focus of your blog from “me the blogger” to “you the reader”

Even Big Names Started Out Small

In blogging, very few people start off with a ready-made audience or with the financial backing to make an instant splash (socialites like Arianna Huffington excepted). The majority of bloggers on the “A list” today started off with zero readers, and grew gradually.

Perhaps one of the best-known examples is Leo Babauta of Zen Habits. Leo’s first post was in February 2007; he now has 125,000 subscribers, and has just released an ebook about Zen Habits’ success. In the ebook, he admits that in the early days, “I asked a few friends to leave some comments, just so that the blog wouldn’t look so empty.”

However amazing the bloggers you look up to are now, there was a point in time when none of them had ever written a blog post – or even heard of a blog. So if you had some blogging mis-steps to begin with, take heart: Yaro Starak, of Entrepreneur’s Journey writes in part five of his business timeline about how “although I had installed a blog on BetterEdit.com as early as November 2004 I had rarely made new posts.”

Your Voice Develops With Time

I often feel that I lack a strong “blogging voice” – partly because I write for several different blogs as a freelancer, so tend to adapt my style a lot to the needs of various audiences. There are many bloggers whose voice I admire, and even feel a bit intimidated by; it seems to come so easily to them.

It was only when I started digging right back into some great blog-writers’ archives that I realised everyone starts out sounding a bit stilted. Here’s a quote from a very early post by James Chartland, of Men with Pens fame:

• Tell potential clients what you will do. Be exact and concise. Cover everything and provide all the details.
• Ask a question about the project. Show interest and that you have paid attention to what the client needs.

(from How to Be a Professional Freelancer)

There’s nothing wrong with the language used there (James is a copywriter, after all), but it’s … a bit bland and ordinary. Frankly, if you’re a current Men with Pens reader, you probably wouldn’t recognise it as James – just compare it with this:

The train trip there was great. I love trains. The city was great, too. (Though I was heard to often mumble, “There’s a lot of people,” throughout the week.) The hotel was okay (I’ve seen better), the sights were amazing and the attractions were fun. Oh, and I went shoe shopping with Naomi. (For sneakers. Please.)

(from What James Did This Summer and Where He Got the Money)

This shows several hallmarks of James’ style: use of dialogue, chatty but zingy language, and a certain willingness to bend the rules of grammar (“For sneakers. Please.” probably aren’t sentences that your crusty English teacher would approve of.) Even the title of the post is much more engaging and personable.

So don’t spend hours writing posts and deleting them – just start getting content out there. The more you write, and the more you share your writing with an audience, the closer you’ll come to finding your true blogging voice.

What Actions Do You REALLY Need to Take?

If you’re currently planning a blog, or waiting to relaunch or restart an existing one, don’t keep waiting for the perfect moment. You’ll always wish you had more time, more knowledge, and more support, and frankly the only way you’re likely to get them is by getting started! In his ebook on the Zen Habits story, Leo talks about his situation when he started out:

Maybe you think you haven’t got what it takes? That’s what I thought when I first started Zen Habits. In fact, I started off without goals, without money, and with no time. Now Zen Habits (http://zenhabits.net) has more than 100,000 subscribers—and a thousand more are joining each week.

(from The Zen Habits Story)

And even those who have made it know there’ll never be a perfect moment: here are Darren’s words about the launch of TwiTip:

“Late last week I realized that if I was waiting to ‘have time’ to start it that I never would - so I bit the bullet and got it going.”

Try making a check list of the absolute essentials that you need to get done before the next step. Can those design tweaks wait? Is anyone really going to notice if the font isn’t perfect? Focus on:

• Creating compelling content
• Any major usability issues (eg. your RSS feed not working!)
• Getting the word out about your blog – using social media sites and contacts

You could also take a goal-focused approach, and concentrate on trying to meet some small, immediate goals, rather than day-dreaming of your future fame and fortune (not that there’s anything wrong with that, it’s what keeps me going too…)

Don’t worry if you have the feeling that you’re writing into a vacuum. It can seem like a chicken-and-egg situation to begin with: you want to create content that readers will love, but until you actually have enough readers to give you some feedback, you won’t know what they want. Just keep going – once you start getting traffic, you’ll start learning what people want to read. It worked pretty darn well for Naomi Dunford of IttyBiz fame:

“I managed to get my hands on a boatload of traffic and asked them what they wanted in a small business and marketing blog. Because they were nice, they told me.”

(from Saving You From Bankruptcy and Public Humiliation Since October 2007)

Turning the Focus from “Me” to “You”

Once you begin to build up your readership, you might need to start changing your focus. Many bloggers start out by writing about their own struggles or goals. For example, Leo started Zen Habits as a way to keep himself accountable and to write about his own self improvement (as well as to share his experiences).

Another good example is Trent Hamm, who started The Simple Dollar to work through his own financial difficulties, and again to share what he learnt. You can see this in his early posts, where his focus is primarily on lessons drawn from his own personal story:

“It was very intimidating to look at my finances in this way, and it made it clear to me that I needed to make some major changes in my spending and saving habits.”

(from I’m In Big Financial Trouble – Where Do I Start?)

As Trent’s readership grew, he began focusing much more on readers’ questions and problems, and this is reflected in the voice of more recent posts – notice how he uses “you” and “your” here:

As long as you’re subscribing to the overall principle of spending less than you earn - and either way you choose, you’re not spending much money here - either choice is healthy because it expands on your existing non-financial values. Frugality or career-building both trump idleness.

(from Does Earning More Trump Frugality?)

If you’re trying to develop a blog from the early stages, consider shifting the focus onto “you” the audience: see what people are asking about in comments, or read other blogs in your area for ideas. Keep your personal touch, but make sure the content is relevant, valuable and useful to the reader.

You don’t have to rule out a personal blog altogether, though: it might not shoot you into the Technorati Top 100, but it could be a valuable outlet. There can be a bit of a gulf in the blogging world between would-be ProBloggers and diarist bloggers, but Darren has a personal blog, and there’s no reason why you shouldn’t too.

The Take-Home Message

Don’t worry about writing the “perfect” next post: just start writing. Don’t fret about your blog’s design being perfect. Don’t feel depressed because your subscribers haven’t even reached three figures. You’ll develop your voice and style, and your audience, as you go along.

With its focus on stats and instant feedback, blogging can bring out the perfectionist in all of us. Remember that everyone started somewhere – and the success stories of 2009 and 2010 are still waiting to be written.

About the Author: Ali Hale has recently launched Aliventures, a blog that explores how to get more from life. She’s also a professional writer and blogger, and has written a guide to making money from freelance blogging.

Blogs are a marketing tool you can’t afford to ignore. Here are tips on how to create one successfully.
By Lesley Spencer Pyle | Entrepreneur.com

If you work at home for yourself, whether as a consultant, writer or virtual assistant, you need clients. You already know that marketing is a must. No doubt you’ve heard that blogging is an important tool in your marketing toolbox. It helps you connect with potential customers, and it allows them to get to know you and your work.

If you haven’t started blogging yet–or if you have but you’re looking for blog inspiration–here’s some advice from a pair of active bloggers.

Offer Value. Determine your audience and create useful content. A blog can’t simply be an ad. If it is, no one will come back to your site. Hallie Vanszl, owner of La Retro Gifts, a toy boutique store, just began her first blog. She says her goal was clear: “I wanted it to be more story and less product–with just a mention in a place or two, rather than the majority of the post being related to product.” So while you’ll find the occasional link to a specific toy, you’ll also find her recipe for snow cream, sample love notes to leave in lunch boxes and play ideas for children with special needs.

Show Your Creative Side. Blogs can showcase your ability. Your portfolio of projects for clients may be limited to fairly serious or otherwise “dry” material. You can show those as an example of work for satisfied clients, but your blog can be a place to shine. Show pictures of what you’re working on, describe a particularly successful event or post a personal project that showcases your unseen abilities.

“Besides being another place and way for my name to be out there (and being in the right place at the right time is everything when your door’s always open for more work), my blogs give me a place where I can ‘untether’ on topics just a bit,” says freelance writer Tracy Morris.

“What’s the most common mistake made by new bloggers? How can we avoid it?“ - asked on Twitter by @alisonkerr.

Here are a few quick mistakes that I see new bloggers making (some of which mistakes I made myself). They’re listed in no particular order and I’d love for you to continue the list in comments below:

1. Giving up too early - blogs take time to take off
2. Putting off starting a blog - waiting until everything is just right before launching can mean you never do it
3. Echoing what everyone else is talking about - say something unique and share your opinion
4. Not blogging on your own domain - I know some swear by using hosted blogs but if you want ultimate control of your blog it is best to do it on your own domain and hosting.
5. Irregular Posting - you don’t have to post every day but try to establish a regular rhythm of posting
6. Being too apologetic - ’sorry I haven’t written for a while’ can end up being the most common type of post on a blog - yes apologize if you’ve messed up but don’t be too hard on yourself - keep investing your time into building your blog up rather than highlighting it’s problems.
7. Focusing more upon Quick Traffic than Loyal Readers - there’s nothing wrong with a big rush of traffic from social media or another blog - but just as important as that is building reader loyalty. Sometimes growing one reader at a time is more fruitful than getting spikes of traffic that never returns.
8. Clutter - too many buttons, widgets, navigation elements
9. Great Posts but Terrible Titles - don’t short change yourself by investing hours into writing great content only to slap a mediocre headline/title onto it.
10. Not Defining a Topic - the most successful blogs have a well defined topic/niche (or they target a certain demographic)
11. Choosing a Topic you have no Interest in - for your blog to be successful you’ll need to blog regularly on your topic for years - if you want to sustain it choose something you have an interest in or love for or you’ll run out of steam.
12. Too many Ads - I don’t have a problem with ads on a blog from Day #1 but when they overpower the content and push it down the page too far they hurt your chances of building a loyal readership.
13. Being too Insular/Expecting Readers to come to You - many bloggers starting out fail to realize that the more you put yourself out there and interact with other bloggers the more chance you have of being read.
14. Blogging about Making Money Blogging (as a first blog) - I’ve lost count of how many bloggers I’ve seen start blogs on the topic of blogging for money when they’ve never made money blogging. Start with something you know.
15. Not Being Useful - blogs that meet needs and solve problems are blogs that people will keep coming back to and which they’ll spread news of to their network.
16. Writing for Search Engines Before Humans - you can always tell when a blogger discovers Search Engine Optimization for the first time. Suddenly titles don’t make sense, keywords appear in posts for no real reason, links to other pages on the blog that are irrelevant to the post keep being used. Learn SEO - but keep your readers as your #1 priority.
17. Becoming a Stats-a-holic - the lure of checking your stats is understandable and common to new (and older) bloggers - but it can become an unhealthy obsession that leads to distraction and depression.
18. Link Baiting with Personal Attack - taking pot shots at other bloggers might get you some quick traffic - but hate breeds hate and the type of readers you attract and the culture it’ll breed on your blog could come back to bite you. Plus you’ll get a reputation that you might not want to live with.
19. Not Knowing Why You’re Blogging - while most of us don’t really know what we’re doing at the start - the faster you can work out what the purpose of your blog is the sooner you’ll start moving toward achieving that purpose.
20. Not Selling Yourself - one thing I don’t think many bloggers get is the power of blogs to sell yourself as a blogger. There’s nothing wrong with monetizing a blog with ads - but maybe a better long term strategy is to use a blog to advertise who you are and what you can offer readers.
21. Thinking You Have to Know it All - one of the best things about blogs is that they’re a great medium for involving your readers in the process of learning. Leave space for others to interact, share what they know and contribute.

There’s A LOT more to be said on this topic - what mistakes do you see new (and older) bloggers making?

Share information, interact with customers and boost your brand–blogs are the perfect way to keep you on top of your industry.
By Jason R. Rich

If done correctly, a blog can attract a dedicated audience to build upon and share expertise, information, ideas and content, while boosting awareness of your company and brand. If done incorrectly, however, you can leave customers feeling dissatisfied and ready to turn to your competitor. Here are four ways you can leverage a blog:

1. Create friend-sumers.
Promote a company, product or service by creating a blog that features how-to advice, news and other information of interest to customers. Through the blog, visitors can post testimonials, feedback, questions and comments, plus participate in surveys. By taking an informal, non-sales approach, a company can interact with customers, gain useful feedback and build an online audience that can ultimately be directed to the company’s main website or retail store.
2. Provide exceptional customer support.
Supplement a company’s existing technical support and customer service with an online forum for customers to openly post questions. While employees can update and maintain this type of blog, users feed it with comments and also tap the knowledge of other users by reading past questions and interacting on the forum. If done correctly, this type of blogging can dramatically cut the cost of personalized technical support and customer service. Check the comments section for frequent users who can be recruited as bloggers to further increase your blog’s content. They can also be asked to “host” certain threads or wikis to encourage dialogue on topics that need a little TLC.

Read article…

Today Hendry Lee from BlogBuildingU explores the power of combining blogging with email.

Most people think email is dead, at least for marketing. A few years ago when blogging was just reaching mainstream, some aggressive marketers claimed that blog would replace email in its marketing role.

But that never happens.

I don’t know what it is about such news, but every time someone claims that an older technology is about to descend in replacement of something shinier, people flock to it as if their businesses are going no where without it.

Regarding blog versus email, obviously the dust has settled down. Now it is time to look carefully what you could do with them to get the most out of your business.

It is true that email comes with its own problems. Bounce back, phishing, spam filters, authentication and reputation are just a small list of the issues.

Still the fact that email leads all other channels by a wide margin in terms of performance is something every blogger should not overlook. Just as a comparison, 80.4 percent of more than 3,000 survey participants chose email as a strong advertising performer, compared to 56.8 percent who chose search.

How Email Can Help

Consider this scenario. First time visitor arrives at your site. Usually she knows very little about you, if at all. The current page, or perhaps the homepage, is your chance to make the first impression. It is obvious that you should make every possible entry page counts.

Once she’s done with the first page, perhaps she is going to view a few others before quitting. Unless you find a way to keep in touch with her, most likely she is not going to come back.

Just face it. How many times do you come back to a site after visiting it once? For me, it happens rarely and I know I’m not the only one. Unless, of course, the site is extremely good.

Both RSS and email are tools to help you get those readers back to you. Although RSS is reaching the mainstream, email is still “the” communication channel. All Internet users are familiar with it.

There are always subscribers who prefer RSS to email, but others would like to receive updates via email only or both.

Don’t believe that email is still effective? Just ask Darren. He had passed 100,000 subscribers for the DPS weekly newsletter.

Here’s the rule of thumb. Reach your readers whenever they want and via content distribution channels and formats they prefer. There are other channels like audio podcast, video and so on, but let’s start with email because it is the most common one.

Whether you are just getting started or have been blogging for some time, you are leaving money on the table if you don’t integrate email into your marketing mix.

From Recognition to Interaction

Email allows you to get in touch with your subscribers and build awareness of your brand. In a nutshell, here’s the process:

• Delivery of content on a regular basis promotes recognition. Each email is an opportunity to reach your subscribers with your message. Make sure the message brings an impact.
• Content creates interest. It’s not just any content. Every message has to be particularly good for the readers to stay on the list. You can’t be boring with your content, although subscribers are also forgiving if you do it occasionally.
• Interest encourages interaction. If the subscribers can relate to your content, sooner or later they will write back and start the interaction. It doesn’t matter if it is just a blog comment or email, what matters is your relationships with your audience. Email just makes it easier because this medium is designed for communication from the start.

At this stage, you may continue the nurturing process to build trust. Each of the process above moves a subscriber closer to the buying decision.

That certainly sounds pretty much like a blog or other marketing channels, because there is indeed a pattern. After all, the end goal is to turn strangers to prospects and prospects to customers.

This applies as well to bloggers who only generate revenue from selling ad spaces. You need to build relationships to get more traffic and convert visitors to advertisers. Repeat readers also mean more pageviews. Best of all, this interaction may lead you to more opportunities.

Again when it comes to a reader’s favorite content consumption channel, you just can’t shove one thing or another down anyone’s throat.

Either you also communicate via email or you miss a segment of your audience.

Email Marketing for Bloggers

Without a doubt, the most obvious application of email marketing for bloggers is an e-newsletter.

With an email newsletter, not only you can drive traffic back to your blog, but also generate more advertising revenue through pageviews, increase sales and do virtually anything that is possible with communication. The latter means almost every marketing activity, right?

If you are interested about starting an email newsletter, Darren has written a few interesting articles in the past. You can also find a few tips for bloggers here.

Email newsletter is just one example though. The following are a few other ideas. With emails, you can do the following in additional to the benefits you get through your blog:

• Create a series of lessons for an e-course. Queue those lessons in a sequence autoresponder. It will follows up with your subscribers on your behalf. You can create content-laden articles and deliver them one at a time at a predetermined interval. It is like relationship building on autopilot.
• Use email as customer retention tool. Reduce chargeback by reminding customers about their purchase. Offer additional bonuses. Suggest a few ways to use your product. This is where email is still the most appropriate communication tool.
• Recover abandoned shopping carts. It is possible to follow up 24 hours after someone abandons your shopping cart to recover sales. Such emails have higher open and click-through rate and may reclaim back your otherwise lost revenue.
• Generate sales and extras. This is not just for e-commerce sites. Email can help close deals for a consulting work, among others.
• Build buzz. You can see this example in most product launch emails. Using email and blog, the product owners build buzz around the product so even before launch date, the subscribers are already anticipating it.

Especially for service professionals, a lead can potentially worth a few thousand dollars. Using email to follow up with them, even if it is to a few people at a time, is a strategy worth considering.

Email follow up and broadcast technology is now very affordable. At $20 or less per month, there’s no reason you can’t start today. Have fun reclaiming the otherwise lost traffic and revenues back.

Hendry Lee helps people overcome strategic and technological challenges in starting and growing their web businesses.

Visit Blog Building University if you need more ideas for blog promotion. While you are there, download your free blogging eBook and subscribe to his blogging e-course where he reveals his secrets about blogging and content writing!

Looking to improve your blog writing? Today Shannon Paul ( @shannonpaul) from Very Official Blog gives her very official tips on the topic.

I love blogs. Before I started blogging seriously, I read a lot of other blogs and was very engaged as a reader. I commented a lot and began honing my ability to craft a statement quickly in response the ideas presented in the post. I’m still very engaged with other blogs in this way. However, if I’m being totally honest, most blogs I encounter are downright unreadable.

Now, I’m not going to run down the usual list of rules and grammar, but rather a list of things I think make me a decent writer.

1. Stop Trying to Sound Intelligent

You already are smart so stop trying to sound smart. So many people craft elaborate sentences with bigger words than they would ever use in conversation. If you have to use a lot of flower language, jargon or adjectives, you’re trying too hard. Choose your big words wisely. Blogs are not publications, they are conversations. Good writing is simple, but it’s hardly simple to write simply. Unlike speech and other forms of non-verbal communication, writing is a wholly unnatural activity unnecessary to human development or evolution. Give yourself a break and know that good writing is a process that must be practiced to be mastered.

2. Give yourself permission to write garbage

Do what you need to do to get your thoughts out — lead with some insipid quote from Albert Einstein, use a definition or some other tired cliche to get the words flowing and then take great pleasure in hitting delete or crossing it out when the time is right. Learn to let go…

3. Be a Ruthless Editor

Even the best ideas don’t always serve the overarching goal of the piece — get it out of there and save it for later if it’s really that good. Nine times out of ten, words like that and which can be crossed out without altering the meaning of the sentence one bit. By hacking away the extra, you’re making it much easier on the reader. Stop thinking of writing as putting words down on a page… writing is editing.

4. Use MIGHTY verbs

My journalism teacher would scream and writhe in agony in the classroom when we used what he called, “plankton verbs”, also known as “bottom-of-the-food-chain verbs”. Plankton verbs include: is, was, are and were. He would go so far as to restrict us from ever using these in an article and I don’t recommend you take such drastic measures when you’re writing, but it’s definitely something to keep in mind. Writing that lacks strong verbs gets boring fast.

5. Read aloud before posting

Another easy trick is to read what you write out loud. Things may seem self-explanatory in our head, but these are your words. If you find yourself stumbling over the words you just wrote, chances are you’re demanding too much work from your readers. Pare your sentences down.

6. Do what works for you

Everyone has his or her own process. I know a lot has been written about writing killer headlines and choosing keywords, but good content is at the soul of any great blog. Killer headlines may get the click, but good content will get people to stay awhile and maybe even choose to come back without the assistance of future keyword shenanigans.

The unique selling proposition (USP) is one of the cornerstones of marketing. There has to be a reason people do business with you and not someone else – a winning difference that sets you apart and makes you the only real choice.

Traditional marketing advice will have you lock yourself in a cave for weeks listing all of the features of your business, translating them into benefits, then somehow finding that one compelling point that will differentiate you from everyone else you could possibly compete with.

There’s nothing wrong with this approach if it works for you. But if it doesn’t, try throwing it out the window and doing it the cheap and easy way instead.

If you’re not trying to launch FedEx, you don’t need a USP as robust as FedEx’s. Try each of these five-minute exercises and see if it doesn’t shake loose a USP that will work for your site.

Remember that information consumers don’t go to just one blog, subscribe to just one site, or buy just one product. They want anything and everything about the topic they love.

That means your USP doesn’t have to beat everyone else out. It just has to play nicely with the other offerings in your group.

The Crossroads USP

To create a crossroads USP, take two seemingly unrelated ideas and bring them together.

The hit movie Speed was famously pitched as “Die Hard on a bus.” Clueless is Jane Austen’s Emma set in 1995 Beverly Hills.

You can create a crossroads USP by taking something well-known and presenting it to a new audience. Maybe you’ll offer Yoga for Stockbrokers, or Business Blogging for Veterinarians.

Copyblogger is a crossroads blog, showing how to use direct response techniques to create better, more compelling blog content. And as the site and the world around us evolve, we’re finding ourselves at a new crossroads, between internet marketing and social media.

You’re looking for two roads that are different enough that you create some energy, but not so different that you can’t realistically bring the roads together. The Complete Guide to Flower Arrangement for NFL Players probably won’t find the audience you’re hoping for.

The Metaphor USP

Sometimes you can find an overarching metaphor that will snap everything into place.

For example, Duct Tape Marketing offers something you can find in lots of places—marketing advice for small businesses.

But that “duct tape” metaphor tells you a lot. It tells you the approach is practical, effective, and not terribly fancy. It probably skews slightly toward men, but not exclusively. It can be used in lots of different ways. And it doesn’t take itself too seriously.

No one’s ever going to confuse Duct Tape Marketing with a site called Green Planet Marketing or Mama Bear Marketing. Each creates its own USP just by using a metaphor to define the market, the approach, and the angle.

The Persona-Driven USP

If all else fails and you can manage to be reasonably interesting, your USP can simply be . . . you.

As Scott Stratten recently posted on Twitter, “If you are your authentic self in your business, you have no competition.”

Seth Godin, Donald Trump, Martha Stewart, Tony Robbins, Cal Worthington (and his dog Spot), Frank Kern and Gary Vaynerchuk have all created persona-driven brands. They started with something fairly ordinary (business advice, housekeeping tips) and made it extraordinary through the force of their personality, their passion and their individual expression.

To some degree, this is limiting. The business can’t ever get any bigger than you are. But each of those people has learned to partner and delegate in order to create companies that go far beyond a single individual. (You don’t really think Martha Stewart plants all those tulips herself, do you?)

If you’re going to create a persona-driven USP, you’ll need to keep showing up. It’s your job to stand front and center and say something interesting. You’ll provide the voice and the flavor for the site.

But don’t think you have to have a “shock jock” personality for the persona-driven USP to work for you. Chris Garrett and Darren Rowse are both soft-spoken, helpful gentlemen who have created wonderfully successful businesses by focusing on what they cared most about and how they could help others. They used their own experience as a filter for their audiences, with powerful results.

Why you?

At the end of the day, the only reason you need a USP at all is to answer that question. Why you?

Why should anyone read your blog? Why should anyone buy your product or retain your services? What do you have to offer that makes it worth anyone’s time and/or money?

It can be a painful question, but it doesn’t have to be one that ties you in knots for weeks on end. Keep it simple, and keep moving forward. The strongest USP on earth won’t help you if you don’t back it up with all the other actions that create a successful business.

About the Author: Sonia Simone is Senior Editor of Copyblogger and the founder of Remarkable Communication.

On Twitter yesterday Yaro asked me whether I like Twitter more than Blogging.

My reply was of course limited to 140 characters and as a result not overly comprehensive:

“no I like blogging more than Twitter but Twitter is fun and a useful part of the mix of what I do - both have their place”

I thought perhaps it was a topic worth expanding upon here on ProBlogger. While I’ve shifted most of my blogging about Twitter to TwiTip I thought it might be worth sharing a few of the thoughts on how I’m using Twitter here on ProBlogger.

What follows is both a more extended answer to Yaro (and others) but also a collection of thoughts on my experiences of working with Twitter over the last few months.

Blogging Remains My Primary Activity

While I tweet more often than I post to my blog - my blogs remain my primary focus and what I spend most time building.

It may not always seem like it when you look at the 20+ tweets that I produce a day on my twitter account but when you consider that a tweet takes seconds to write and a post can take hours - the blogs I run do take considerably more of my time and focus to produce.

My thinking around this is something that I’ve talked about previously in my description of how I use social media as outposts as opposed to my blog which I see as a home base.

In essence my use of twitter is something I do as a support to my blogging.

I guess the question will come at some point whether I will need to change this approach a little when my Twitter follower numbers go past my blog reader numbers. I suspect my approach won’t change at this point - however it’ll probably present some interesting challenges in working out priorities.

Blogging and Twitter have Different Strengths

Having said that blogging is my primary focus it is increasingly obvious to me that both mediums have their own strengths and that Twitter is able to achieve things that blogging can not (at least for me).

The immediacy of Twitter and the fact that it is a network that can spread word of a story, idea, question or thought quickly around the world to many thousands of people very quickly makes it unique.

For example one of the main ways that I find Twitter useful is getting quick feedback or answers to questions from a diverse group of people. While you can get similar feedback from a blog post Twitter is much faster. On the other hand a blog lends itself more to discussions among readers that are a little more considered, in depth and interactive (between those responding).

Blog are also great for more in depth posts. This post is a perfect illustration of this - when Yaro asked me his question on Twitter I had 140 characters to sum up a lot of different thoughts and experiences and ended up not really saying a lot whereas this post is able to explore the topic in depth.

While some people see the strengths of one and the weaknesses of the other as reason to choose between Blogging and Twitter - I’ve come to see the power of using both in tandem. The key is to know what you’re trying to achieve with your online presences and to understand what each medium can do to help you achieve this.

Twitter and Driving Traffic

I’ve written previously about the topic of Twitter driving traffic to a blog and each time have talked about how much traffic ProBlogger gets directly from Twitter. The figures have increased each time I’ve written on the topic as my own follower numbers grow and of late the numbers have continued to grow considerably.

My Google Analytics stats show that Twitter.com is now the 3rd largest referrer of traffic to this blog (only behind Google and Direct Traffic). This probably sounds a little more impressive than it is - overall it sends around 4% of my traffic (Google is 46% and Direct Traffic is 21%). This doesn’t count traffic arriving from Twitter applications - so the figure is probably closer to 10%.

My other two blogs illustrate that Twitter’s ability to send traffic is varied depending upon your site. TwiTip has over 16% of its traffic directly from Twitter.com and Digital Photography School gets 0.34% of its traffic from Twitter (although my DPS Twitter account has considerably less followers).

Twitter is Quick but Takes More Time to Use Well as Follower Numbers Grow

Actually tweeting on twitter is a relatively quick and easy process. I’ve used a variety of tools in my use of Twitter that have helped me manage the process really well - however as my number of followers has grown so does the amount of time needed to manage the account - at least if I want to remain interactive and engaging.

The number of @replies and DMs that one gets as follower numbers goes up also rises and there comes a point where a Twitter user needs to decide how interactive that they can be.

As I write this my follower numbers are just over 42,500 - to this point I still read all replies and DMs but it is becoming more and more challenging to do and I’m aware that I’m going to have to make some tough choices in the coming weeks and months if the number increases as it has.

The ReTweet is Powerful

The practice of ‘ReTweeting’ has really come into its own over the last 6 months. While people have always ‘re tweeted’ what others have tweeted - a lot more tools and services have risen up around the practice of late. Some see retweeting as a measure of authority of a twitter user - I’ve personally been more interested in its viral nature, particularly when your link is the one being retweeted.

If a link gets retweeted widely it can drive many many thousands of visitors to a blog post.

In the last few months we’ve seen more and more bloggers adding retweet buttons to their blogs in a similar way to how social media buttons are often added to blogs - I’ve done it on TwiTip with a button from Tweetmeme which has worked well but I suspect we’ll see more and more tools released.

Usefulness Remains the Key to Both Mediums

I can’t stress it enough - the key to both success in both mediums is to become the most useful resource that you can to those who you come into contact with online. Solve problems, meet needs, connect with people where they are at and both mediums will come into their own for you.

All in All….

All in all I’m continuing to see the fruits of investing time and effort into both Twitter and Blogging. What about you?