Reaching health influencers, producing measurable results. JPA Health Communications for Global Bridges Blogging Tips March 2015.

Reaching health influencers, producing measurable results.

JPA Health Communications for Global Bridges

Blogging TipsMarch 2015

2Blogging Tips

Blogs: What Are They?

Somewhere between journalism and personal reflection - between news and OpEd

Places to: Demonstrate expertise Highlight insight Connect with others

Often feel more improvisational than other thought leadership opportunities

Objective Journalism

Subjective Opinion

Piece

Thought Leadership

Blog

3Blogging Tips

Journalism vs OpEd: Strike a Balance

Blogs thrive on opinion

BUT must project gravitas via demonstration of environmental awareness, references & linking

Blog posts should: Come across as knowing, helpful and

authoritative Provide insight Start a conversation Not close or prevent discussion Not seek to be exhaustive / answer all

possible questions, like a news story Not be so under-documented as to be

a throw-away opinion piece

4Blogging Tips

Blogs That Work Well Are…

On the shorter side: No more than 400 words; a longer piece should be divided into a series of companion pieces

Insightful: What are you adding to the wider conversation?

Scan-able: Content themes clearly separated into chunks / paragraphs for easy reading

Timely: Fresh is best

Open for expansion: Open door for a second post, revised perspective, rehash, etc.

Connected: Include at least three related links, if not more; link to resources on the GB site and/or other relevant sites

Engaging: Invite discussion, solicit feedback, start a conversation - don’t just make statements

5Blogging Tips

Blogs that alienate readers…

Are long-winded: No central thrust, no point / too many points

Are too angry: Vindictive, defensive, aggressive, petty, etc.

Have no clear objective: What do you want users to do? Comment? Share?

Have no discernible call to action, teaser or follow-up planned

6Blogging Tips

Tips & tricks

Remember to: Suggest a catchy title (JPA can help with this)

Include an intro paragraph

Proofread and consider how to reduce copy / better organize content into paragraphs

Provide an image to illustrate your post (can be e-mailed with your post to jennifer@jpa.com)

Include a call to action: What should readers do?