When you write a blog entry it’s like you’re writing newspaper columns for the ‘net.   To be effective new entries must be a regular feature of your online presence.  Blogs are also more effective when they are driven by the personality and explicitly stated opinions of the author(s).

When starting or reinventing your blog, you should take a moment to think about what sort of voice you would like to write in.

Wikipedia identifies five distinct types of columns.

• advice columns
• critic reviews
• editorial opinions
• gossip
• humor

None of the column types should act as a straightjacket, but each is worth examining for inspiration and organizational themes.

Advice Columns

Advice columns solve the questions and problems of your readers.  When handled well, this form makes it clear that you can both answer the specific needs of your clients, and also draw generally applicable advice from your specific experiences.

Typically advice columns begin with an anonymous letter posing a scenario that requires your assistance with the remainder of the entry is then dedicated towards providing relevant personal, technical, or professional advice.

Because genuine questions are the life blood of an advice column, you should make sure that your readers have some way to get in touch with you when they have questions.

Critic Reviews

It is the job of a critic to offer reasoned judgment and analysis.  As such critic reviews can be one of the best ways to display your ability to evaluate and compare specific types of products.

To play the role of critic well you must be prepared to experiment with tools and products which may be of interest to your client, even if you are satisfied with your own solutions.

In addition, if you intend to play the role of critic, you should think about what sort of rating system best fits your style.   Stars and grades are easy to interpret, but the clapping man and rotten tomatoes are well branded.  And while everyone has opinions, Google now actively looks for ratings.

Editorial Opinions

Editorials are the closest to a classic position piece you’re going to come.  It’s not enough to talk about something, it needs to be something that you are passionate about, and which you are prepared to back up with evidence and argumentation.

It is easy for an opinions blog to focus more on the author than on the readers.  If you intend to write in this style, you need to find ways to keep your subject matter relevant to your audience.

In other words, how does the topic under discussion impact your readers?  The more often you can answer that question, the better off you’ll be.

Gossip Blogs

A gossip blog does not have to be a dirt rag.  It can also be a man about town piece in the tradition of Herb Caen or Art Hoppe.  For the person who knows people, it is a great way to name drop and show off your connections while still providing useful information to your readers.

Because a gossip blog highlights who your know and who you’re friends with, you should avoid making enemies casually.

Humor Column

The point of a humor column is to make people laugh.  “Knock knock” and “light bulb” jokes are insufficient.  What you really want to do is look for absurdities within your own discipline.

What sort of hypocrisy is typically allowed to go unchallenged?  Where to you and your peers tend to loose sight of your client’s and vendor’s priorities?

By gently poking fun at these areas, you can display both your wit and your awareness of the problems.

Write With Character

Columnists are not expected to be dispassionate.  The theory that every side should be given equal time is not part of their unwritten charter.  In fact, readers expect columnists to have opinions, express themselves, and even occasionally make mistakes.  When you write a column for the ‘net, write it so that your personal experiences and beliefs shine through.

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