Have you ever stumbled upon a blog post that just felt weird? The flow was kind of all over the place, willy nilly, a little here, a little there with very little form. Kind of like a Picasso piece of art.
My thought is that although the lack of form worked well for a Picasso painting (I know, it’s all about the eye of the beholder thing), writing a blog post takes a bit more structure. More form, less free flow.
Stay with me here – this is not a post about writing style, form and function – I’ll leave those to those who know what they are talking about, like Joey Strawn. This is a simple post that implores you to ask three questions about each and every blog post you sit down to write.

1. What is my end goal with this post?

Good bloggers have an idea of what they want to accomplish with each post they write. They are able to determine a specific goal for their post before they have written a word. It is important to them to have the end in mind from the beginning.
Here are a few examples of end goals:

I want to enlighten my readers about the benefits of Social Media.
I want to inform my readers about a product that will help in their business.
I want to engage my readers in a discussion about the meaning of community.
I want to attract new clients, customers, team members by enlightening, informing and engaging them in a post about what I have to offer. (My definition of “sales copy”)

Do these “end goals” stifle creativity as a blogger? No, not in the least. The trick is to creatively present you goal is such a way that it draws your audience in and hold their attention. In my mind, creativity is best supported in the midst of form and structure.
Don’t ever believe that Picasso didn’t have a goal in mind behind each painting.
The same is true with blog posts. Start with the end goal in mind.

2. What value does this post add?

If you have been around marketing circles for any length of time you have heard “value” discussed in some shape or form.
The value in question #2 is more than “relative worth, merit, or importance” . What I’m talking about here is real, actual, tangible value.
The key term here is “take aways.” What are the things that my reader can take away form this post and use in his or her life, realtionships or business?
I’m very much a pragmatist when it comes to my blog posts. I want to know what the practical consequence is going to be for my reader. What are they going to be able to use after reading my post?
Example take aways:

Knowledge about SEO and blogging
Understanding how to embed a video on your blog post
Inspiration and/or motivation
Tools to use to be a better blogger

What value does this blog post I am about to write add to my audience? Consider this each time you write.

3. What avenues for connection with community does this post offer?

I have said it 1000 times and 100 different ways – community is where it’s at in blogging! Creating conversations around each blog post you write should be a foundational thought for you as a blogger.
Whether you are writing for your own blog or guest posting somewhere else, ask yourself “What avenues for connection with this community does this blog post offer?”
This opportunity for connection can be as easy as setting up questions for your readers at the end of your post. The object here is to get them thinking about what they could possibly write in the comments.
Please, do me, you and the blogosphere a favor and don’t do this:
Thoughts?
or the famous…
What say you? (yep – I’ve been guilty of both)
Put some thought into it. Really think about the conversation that could happen in the comments and ask the appropriate questions.
Let’s try it with questions related to this blog post.
What have I missed? Do you agree or dissagree with these questions and why? What other questions do you find yourself asking when you sit down to write?
As always, we thank you for being a part of the For Bloggers community and ask you to continue the conversation below!

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