5 years ago I made it a new year’s resolution to start a blog. I’d been telling many of my clients they should blog and thought I should practice what I preach. I’d guest blogged (posted on someone else’s blog) but not run my own. I owned charliegunningham.com (and a few other) domain names and were not using them, so off I went.
If you have not started a blog yet (let’s put aside the reason why you should, or perhaps should not, for a moment), it is very easy to do so.
A 3 step process really:
- Choose your blogging platform – for me it was either WordPress (which I chose) or Blogger (owned by Google). These days you can use SquareSpace, and a whole raft of others. But I went with WordPress as it was the largest (250,000 posts are uploaded through WordPress daily), and I wanted to learn it’s ‘back end’ (the system that powers it, all those clever little themes and plugins). So off I went to WordPress.com and got myself a free account.
- Buy a domain name (optional) and hook it up to your blog. You don’t have to do this, and can happily run with the web address of ‘Yourname.wordpress.com’, but there’s something nicer in allowing someone go to Yourname.com address. If you do this, then you are up for 2 regular fees (but they are not large)…
- the cost of buying and renewing your domain name. I already owned charliegunningham.com so there was no extra cost here, but every year I pay about US$13 (~A$17) to renew it. I buy and renew my ‘.com’ names from Aplus.net and my ‘.com.au’ names from NetRegistry.com.au.
- the cost of hooking this up to your wordpress blog, and allowing those entering yourname.com into their browser to seamlessly finding your site. Another US$13 (A$17) a year to do this.
- And that’s it – sum investment, apart from my time blogging away, is ~$35 a year. Hosting all included.
- Write regular posts. This is the time consuming bit, and I’ll talk more about this below. Mechanically, wordpress makes it easy – you click POSTS > ADD NEW and off you go – think of a title (which becomes part of the all-important web address of that post) and then write the main body of your post. When ready, hit PUBLISH and off it goes up to your website (and, once you get some subscribers, it will arrive instantaneously in their InBox).
So, getting going is easy. If you skip step 2, it can all be done inside a few minutes.
Like all new things, it can seem exciting at first, and then that initial feeling can wear off. What am I going to write? What if no one reads it, or comments on my posts? Does that matter? Why am I doing this anyway?
I’d have some good reasons for doing it before you begin. For me, it was to learn about the wordpress platform, so I could talk from experience when advising people. As time wore on, it became a weekly rhythm (and discipline) to write something interesting on topics that interested me, and I hoped others. Things I learned about my favourite subjects (digital, ebusiness, tech, strategy, leadership, occasionally politics or even cricket) I would pass on in 500-800 word articles. It helped order my own arguments.
Over time, I found it was good to talk about my blog, sending people there, so they could register for my posts. It was personal branding of a sort. By sharing my latest posts on Twitter, LinkedIN and Facebook, I could build an audience. I started to receive feedback in the form of comments on the blog, or within my social networks. Once LinkedIN opened up its own internal posting mechanism (a blog system within LinkedIN really) I would take some posts and repost them there, further promoting my own blog.
If you stick at it, you will also notice a few things happening. 5 years in, I have developed my own style. When I started, I was not yet working in the media. These past few years I have written over 150 articles for Business News, and learnt how real writers – journalists and sub editors – work and this, I think, has improved my own writing. I post at least once a week, without fail.
Another point is that I can categorically testify that blog posts are ‘cat nip’ for Google. Google loves nothing more than indexing fresh text. It’s what it does. And new posts are full of exactly that. Fresh text. Now that I’ve posted over 300 times on my own blog, every single post is indexed and searchable on Google, forever. New posts are found within minutes.
This means if you’d like to be found in a Google search, then make sure the title of your post (and many words within it) includes those key search words. Remember, the title is given high priority by Google, as are the keywords that appear regularly within the post itself.
I have chosen the title of this blog deliberately, with key words such as ‘advice’, ‘blog’, ‘starting’ appearing. Notice how the web address (URL) also contains these words.
Google “Calling it strategic does not make it important” and the 1st and 2nd results are my original and LinkedIN posts from November 2015. Out of 369 million results.
Posts I have done only a few minutes earlier are being picked up on Google. It’ll be interesting to see how this post goes, and if I can get it up onto the first page of Google, or near it, within a few hours of me hitting the publish button.
Above all, make your posts full of relevant and meaningful content about your topic area, and others interested in those areas will be able to find you. In that way, you’ll become an influential expert.
If I was a small business owner, I would simply use a WordPress blog, buy a domain name, hook it up, and then write about my chosen expertise, the jobs I do, the pitfalls, advice … in fact, I did up a wordpress blog for a mate of mine who is a bathroom renovator. He works on his own, has done so for years, and never needs to advertise. What he now also does (and WordPress make this so easy) is to take some photos of the bathroom before he started work on it, then some progress and after shots, and posts these. He does this all from his iPhone, using the free WordPress app. His site already comes ‘mobile responsive’, meaning it looks fine on all devices.
$35 a year, including website name and hosting. Now that he’s been doing this for a few years and has published dozens of posts, when you enter “bathroom renovation doubleview” or “bathroom renovation wembley downs” into a Google search he’s up the top of the first page of organic (free) search results. These are highly competitive search terms, yet he’s there amid some major players. It costs him very little to do this, beyond spending $35 a year, and having the nous to take photos and post them onto his blog site, JSBaker.com.au. And, more importantly, hundreds of competing bathroom renovators are nowhere near that first page.
So, might blogging work for you? Yes it might. But it’s not for everyone. All I can say is that I have learnt a lot about the power of blogging these past 5 years, and am still learning.
As some of you more keenly aware folks may have noticed, I have made a slight tweak to the categories I will blog under. 5 years on from when I started, I am now more interested in the digital transformation of businesses, strategy around the digital disruption of various industries and how organisations and their people can best respond, plan and take advantages from the immense changes going on around us.
Hence, I will now post on these topics: digital, transformation, strategy and leadership. (Less venting about the English cricket team and politics I promise.) I invite you to stay around for the ride… the next few years are going to be critically important for the future of our local economy.
I posted this on Australia Day, in mid afternoon.
By the following morning, the post was already on the first page of Google if you searched “Advice on starting a blog”, out of 23 million+ results…