How can your newspaper blog be successful?

Editor: I've decided you are going to blog now.

Reporter: Why? 

Editor: We need to stay current.

Reporter: Is anyone going to read it?

Editor: We'll advertise it on our Web site. Of course they will.

Reporter: I'm on it.(nervous smile)

On several occasions, media friends have asked me to please read their blog and tell all my friends about their blog. I'll admit, I was once guilty of this behavior, as well. The likelihood is not high that simply asking someone to read your blog is going to be effective. It requires too much legwork and most people are generally just too busy. Also, not all newspaper readers are natural blog readers. In fact, some are turned off and/or intimidated by the label "blog." And your brand only means something to people who have lived in your community for a few years and are newspaper readers, so you can't assume people will be naturally attracted to you as a news source. All that said, I'm here to help, not to bring you down. Please read on...

So, how can your newspaper blog be successful?

1. Engage, engage, engage. The blogs that experience the most success are run by individuals who engage the audience. They read and post comments on other blogs. They interact regularly on Twitter. They are part of the conversation, not just shouting at an audience.

2. Content. Unique content drives users to blogs. Users will help you by forwarding interesting posts to their friends, posting them on their own blogs, etc. Think of a blog post as a short conversation. Are you more likely to want to talk to someone regularly who blabs on and on about every detail of a story? Or, would you prefer to talk to someone who gives you a short explanation with a little of their own spin/humor/accent?

3. Cover more. Being first has always been a push for local news, especially in a crowded market. But, the blogosphere is full of news hounds. Did they do their time in J-school? Did they work at the Armonk Pennysaver for two years before they landed a news job? No, but the audience isn't extremely interested in credentials. They want information. Cover as much as you can, and try to think and write like every blog is a tiny feature article.

4. Not everyone should be blogging. Some writers do not make good bloggers. A certain voice and style works for blogging. If a writer is not good at this, keep them on your hard news content. You are not winning new blog readers with their stuff.

5. Your best voices must blog. You know who they are. Blog readers love personality and individualism.

6. Do not simply re-post newsy articles and call it a blog post. A little of this is okay, but too much and people lose interest.

7. Be honest. Everyone knows newspapers are struggling. Talk about it. Honest discussions with consumers may lead to some positive developments. 

8. Make commenting easy. Do not make it difficult for people to read or comment on your blogs. The simple barrier of a log in and password could lose you large amounts of would-be readers. Once they are there, make it really easy for them to share your posts.

Photo gracias: Flickr user suanie.