Written by Carol D. O’Dell

Carol O'Dell
All the marketing experts tell you that you need to blog, but you can’t quite bring yourself to start. You don’t know the ins and outs and besides, are blogs really necessary? Will it drive thousands to buy your book or get your name out there (whereever “there” happens to be)?
Blogs are only one of the online tools a writer needs in his marketing arsenal. Blogs can be an effective way to reach the public, but they take time and consistency and a quite a bit of both. Blogs have actually generated book deals, such as Julie and Julia, S**t My Dad Says and The Happiness Project, so yes, blogs can find an audience. Others (myself included) are paid to blog on professional sites, and more and more businesses—large and small—are utilizing blogs to offer their clients ongoing and updated information.
If you decide to blog, you should treat it as an integral part of your writer/speaker platform. You wouldn’t show up at work whenever you happen to feel like it, and you can’t just blog when you feel like it either, not if you want to build an audience. Blogs are a great way to build readership, but it’s important to know what your readers want. Entertainment? Information? Connection to others who share their interests?
Blog readers (and search engines such as Google and Yahoo) require commitment, so plan to blog three to four times a week for about a year before you expect to see any major results. Most SEO (Search Engine Optimization) specialists recommend blogging three to four times during the workweek, so if you start blogging don’t check your stats like you’re off your OCD meds. You won’t see results for a while. In the words of Nike (not the Greek god, the shoe god) just do it.
How to blog? Take a class, get a book, or look online for blogging basics. A blog is just an internet word for article or essay, so decide which category your blog is most like and if you haven’t written an essay since college, do a little research and brush up on your skills. Blogs typically run about 500 words (that’s two double-spaced pages at 12-point font) and they should be about one keyword—that’s blog world talk for theme or idea. Search engines such as Google, Yahoo, and Dogpile index and classify information by their keywords and keyword phrases.
What exactly is a keyword? A keyword is the main idea or theme. Photos and videos aren’t technically sorted, which means only their titles are, so don’t think photos get you off the blogging hook. For example, if your novel is about a boy who jumps trains in the 1930s and winds up in Alaska and runs the Iditarod, then your keywords might be: 1930s, Great Depression, Alaska, Iditarod, dogs, coming of age novels, trains, etc. Your blogs might range from how the Great Depression compares with the economic downturn of 2008. Another blog might be the bond between man and dog, or why we love coming of age stories, or how to see the Iditarod. Brainstorm and get creative on the various slants that relate to your book and you, as an author.
What’s the hardest part about blogging? Not spending so much time on your blog that you quit writing books—that and expecting too much too soon. Blogs are popular, which means there are plenty for a reader to choose from, so learn how to use keywords and write with style. Write on target and keep it tight. Write consistently, and whatever you do, get in, get out, and don’t dawdle. Online promoting is a time sucker and burnout is rampant.
There are a few perks to writing a blog—you’ll become an expert in your field and connect with folks who are as fascinated with your subject matter as you are.
To blog or not to blog? Blog, baby blog.
Want to know more about blogging?
Carol O’Dell will offer a one-day blogging workshop Friday, September 23, 2011. Contact Carol at writecarolodell@gmail.com for more information.
Author Biography:
Carol D. O’Dell is the author of Mothering Mother: A Daughter’s Humorous and Heartbreaking Memoir. She is the family advisor at Caring.com and her short stories and essays have been published in Short Story International, The Writer, Atlanta Magazine, and Glossolalia Literary Review. Carol is a professional blogger and the founder of the Chat Noir Writer’s Circles. Visit Carol’s website at www.caroldodell.com.