The 4 Pillars of Blogging: How To Create Excellent Online Content

Blogging is something we are all familiar with; these online discussion sites surround us, as they are used by most people, companies, and different organizations that touch our daily lives. Yet, blogs are also something a little unknown to us, maybe even a little mysterious. Blogging has become habitual to certain professions like community managers, professionals who try to establish communities and discussions around a company, brand, product or service.

So, you may be asking, why am I writing a blog post about blogging? Hey, see what I did there?

Well, because there’s an actual science to creating an excellent blog, a system that community managers follow very closely, in order to retain and attract more active members to their communities. And I don’t know about you, but if I were to start a blog right now, I’m not really sure if I would have the confidence to do so. Therefore, in this article by ProBlogger, the 4 Pillars are laid out to show you how to obtain the essence of blogging, one of the many tasks required of community managers today. And why am I here? Well, I’m going to explain these 4 Pillars to you, so we all can learn something new along the way.

The Four PillarsĀ 

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Tiziani, Eliza. “4 Pillars”. 02 June 2011. Online Image. Flickr. 31 January 2014.

1.) BE USEFUL

There is nothing worse than reading something you think would be relevant to you, but actually provides nothing useful. In order to have a successful blog, you as the writer must provide your audience with information that will be practical in their daily lives.

2.) WRITE GREAT HEADLINES

It’s as simple as this, great headlines attract readers for the things they’re looking for. My example for this post, The 4 Pillars of Blogging: How to Create Excellent Online Content; I came up with this title because it included the phrase “How To.” People are always searching for how to do certain things, therefore this post would have a high probability of catching a reader’s eye. Also, I used numbers; lists are always something that attract readers because it lays out the content in a more organized fashion.

Great headlines improve your blog’s Search Engine Optimization, or SEO, which is basically a fancy term for getting your blog noticed more by search engines. This way, people are more likely to come across your blog post when searching for specific information, and certain phrases allow this to happen. Other phrases to use in headlines include:

  • The Basics of ____
  • ____: What it is and How to Use It
  • __ Steps to Become an Incredible Blogger

3.) MAKE YOUR POST SCANNABLE

In your blog posts, you don’t want paragraphs upon paragraphs of text. Why not? To put it bluntly, nobody is going to read it. People want to be able to open a blog post and scan it for the most pertinent information to them. So, how does one accomplish scannability? In a few different ways:

  • Lists- Like the Four Pillars list that is currently in numbered order
  • Bullets- Like these ones you are currently reading
  • Bolded Items- Like the bolded listed items throughout this post

All these different methods allow for readers to pick out key pieces of information, without having to dig through paragraphs of text. Ultimately, readers are going to really appreciate this and come back to your posts for more incite in the future.

4.) WRITE IN A PLAIN, CONCISE, COMMON-SENSE STYLE

People read blogs for a reason, because of their style. They’re not textbooks or difficult to read manuals, but are articles written like the way we normally talk. Blogs are an opportunity to write in a manner that we normally don’t get the chance to outside the academic or business realms. So, just write how you talk and people will most definitely understand your key points and be wanting to hear more of your voice.

Blogs also allow you to BE YOURSELF. You have a unique voice, so show it!

So, to recap, in order to start a blog with great content just follow the 4 Pillars and you’ll be on your way to blogging success!

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