There are all manner of blog posts on the web written by people who’d have you believe that blogging is easy. And maybe that’s true for some, but thus far I haven’t found it to be the case. Writing, on any regular basis, something that entertains or enlightens more than just oneself is in fact a constant travail for all but the rarest among us. That said, there are a few basic approaches I’ve developed in my three or four years of weekly publishing that you, too, might find to be useful and conducive to greater and easier productivity.
1. The middle way
When starting a blog, a lot of people think they need to post every day. This is totally doable if you are independently wealthy and have beaucoup free time… or perhaps also if you choose to be an aggregator, re-sharing content that has already been created by others. On the other hand, perhaps you want to blog but don’t want to commit too much time, so you settle on a monthly posting schedule. Unfortunately, posting less than once a week will make it hard to keep your blog top of mind for readers. For me, posting weekly was the best balance between time constraints and the requirements of the modern media landscape. Depending on your particular content, pick a schedule that’s not too aggressive and not too lax—the Middle Way, if you will.
2. Become a collector
To come up with interesting, fun, or funny ideas regularly, you must always be ready to catch a passing spark and jar it for later. I use an app called Evernote for this. It has a version for the computer and for mobile devices, and it keeps everything synced nicely in the “the cloud” so I can access it pretty much anywhere. Evernote also has a nice web clipper plug-in for the Chrome browser, which allows me to easily save articles and images to a research folder. For most blog posts, I read or reference multiple web-based sources, so being a collector is key to having raw material at hand when it’s time to write.
3. Keep it real
I have this friend named Brendan. He writes blog that I link to quite a lot. I can’t remember how it happened, but one day he and I ended up at the Whole Foods near my house. “Not a lot of people know it,” he said, “but most Whole Foods locations have good coffee, a good breakfast buffet, and free WiFi; they’re great places to work when you’re living and working on the road.” Our conversation that day, the first time we met IRL I believe, help set me on the path to the blog I write now. The point? Real stories help make your ideas concrete and help readers connect.
4. Rhythm and ritual
Everyone does it differently, but it’s important to find a timing and approach to writing that jives with your life. I work a desk job, so I tend to collect ideas and inspiration throughout the week, then I spend a half day every weekend writing, and usually wrap up the writing and editing on Monday night so I can publish on Tuesday morning. I also have a ritual, which involves sitting at my dining room table with my laptop, a glass of whiskey, and some headphones for those occasions when my wife is watching something on Netflix. I’m not religious about this approach, however, and have written a few posts entirely on my iPhone while at the crag. As with all things, stay flexible.
5. Simplify, simplify
It can be tempting to write long blog posts that encompass many complex ideas. But when it comes to leaving a strong impression, it’s better to pick one concept and focus on it. Cut away anything that doesn’t fit. That said, save the pieces that end up on the cutting room floor, as they well may become seeds for future posts (see point no. 2).
6. Write stuff you’d want to read
This is a standard writer’s credo, but it’s too good not to touch on. There’s a difference between writing about things that interest you as an individual and writing the type of stuff you’d want to read if someone else had written it. In the former, your internal goals, problems, and worries are the focus; in the latter, there’s some idea that someone who isn’t you and doesn’t share your particular perspective can relate to. An example: you care about writing a cool blog and being popular. Potential readers, however, don’t care much about you. They care about how they can write a cool blog. Figure out how to make the two overlap in you’ll be in good shape.
7. When you’re stuck
…and you will be, you can trying mixing up your pattern. If you typically write at home, go to a coffee shop (did you know Whole Foods has good coffee and free WiFi?!), meditate first to clear your head, or try writing with pen and paper instead of your computer. I wrote this post with a pen. It was nice to cut out the digital distractions… but my right hand did cramp up a bit from lack of practice.
8. Write fearlessly
It’s tempting to self-edit as you write. Don’t. It stanches the free flow of ideas on the page. Instead, roll with whatever comes to you. Get it all down. Let yourself get caught up in the act of writing.
9. Edit ruthlessly
You’ve written your heart out, got everything down… now’s the time to start slashing! Read what you’ve written with the eye of an outsider (see point no. 6), a person who gives no shits about you or your precious blog. Does it still pass muster? If not, cut. How many ideas are you trying to get across? More than one? It’s probably time to do some cutting. A writing professor of mine used to refer to the long, background-heavy intro paragraphs that most of us write before ever getting to any damn point as “the on-ramp.” Feel free to strap some dynamite to your on-ramp’s pylons and blow the thing into smithereens.
10. Don’t get attached
My dad is an artist and he once told me about his days as a student in New York. His teacher asked the class to produce a self-portrait. They worked on it over the course of days, striving to capture something essential with brush and paint. After these new students had poured their artistic souls into their work, what do you suppose the teacher did? He told them to crumple up their cherished paintings and throw them in the trash. The lesson was clear: don’t get too attached. We need to focus on what we’re working on now. In fact, the concept of letting go of our attachments is perfect fodder for another post, but this one doesn’t require any more on the topic—this post is done.