One trend I see among business bloggers is to write blog posts by committee. That is, they ask others to read and edit blog posts before they publish them. This practice has its place in school papers, formal reports and books. But a blog post is none of these things.
As our speaker Liz Strauss is quick to point out, a blog post is about starting a conversation. How you write that blog post is as important as what you write.
Bloggers are very fond of citing a study in the Journal of Educational Psychology that supports this assertion.
Here in Kathy Sierra’s words:
So one of the theories on why speaking directly to the user is more effective than a more formal lecture tone is that the user’s brain thinks it’s in a conversation, and therefore has to pay more attention to hold up its end! Sure, your brain intellectually knows it isn’t having a face-to-face conversation, but at some level, your brain wakes up when its being talked with as opposed to talked at. And the word “you” can sometimes make all the difference.
The key to a blog post is to start a conversation, because conversation are the building blocks of community. And if you’re a marketer, you want to be building community the natural way.
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