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All course materials copyright Write Technology, 2008-2009. All rights reserved.
Outline: The Art of Blogging
Write Technology offers an interactive 4‐hour session: The Art of Blogging. This class focuses
not on the technology behind blogging, but the writing. The Art of Blogging includes defining an
audience, understanding your goals, finding your voice, exploring blog etiquette, and more. We
don’t just talk at you. The class is an engaging discussion to help you improve your blog.
1. What is a blog?
In this portion of the class, we’ll define blogging, understanding what makes blogs different from
your average web site. We’ll discuss what blogs you enjoy, and why. What makes you
participate? We’ll talk about the ROI of corporate blogging and discuss some successful
2. Blogging Goals
At this point, we’ll define goals for your blog. There are a few goals you should always have.
What else do you want to get from your blog? What are your ideas for reaching these goals?
3. Blogging Voice
In this section, we’ll define and understand your audience and your style. What does your
audience want to hear? How do they want to hear it? We’ll work to understand subtle
marketing on a blog and developing your conversational style. We’ll also dive into opinions on
blog, and whether you want to share them with your readers.
The most important thing on a blog is content. We’ll talk about where to find it and how much
to research. We’ll talk about consistency, quantity, and quality. Curious as to where to find
images that you can legally use on your blog? We’ll cover that as well. Finally, we’ll review how
to deal with proprietary information and blogging about your company.
5. Blogging Etiquette
We’ll cover the 10 Commandments of Blogging, as well as other tips and tricks, including page
breaks, linkbacks, internal links, corrections, and citations. We’ll also talk about comment