Written by Rachel Hall, Guardian Higher Education Network Editor
Imagine going to a party, full of strangers, where everybody is talking over each other. The guests are the best presented versions of themselves: some of them are using their style and flair to win attention, some are full of incredible insight and expertise, and others are telling brazen lies to manipulate their audience.
This is the internet, every day. It’s a multitude of unknown voices, all of which are clamouring for clicks.
If you want your content to stand out, you’re going to have to give people a reason to click. And if you want them to stay, you’re going to have to make it worth their while. If you want them to return, you need to convince them why it’s your voice – not anybody else’s – they should be listening to.
When you’re writing a blogpost to communicate your research or to reflect your views on a topic related to your discipline or even higher education more generally, you’re the expert. So compared to a lot of voices online, you already have something worthwhile to offer.
But imagine you’re at that party, and you’re standing in a dark corner, monologuing about the minutiae of your latest project. Would anybody listen?
Instead, you need to find the angle that grabs people. What concept will people identify with? What appeals to their emotions? What provides them with a fresh way of looking at something they already have some awareness of? What problem are you trying to solve, and how are you going about it?
Once you have this neatly packaged in a title that clearly and succinctly expresses why people should read your blog post, it’s time to think about how to write it.
A blog post isn’t the ideal space to explain something complicated. It’s not great for exploring multiple points, either. Instead, you want a tight angle of focus, and all the arguments in the piece should support that central point. If you want to say something tangential, then write another post.
Because that’s your third goal: to get people returning to you. Make it clear why you’re the authority on this topic, and feel free to draw on any relevant personal experience, whether it comes from your research or everyday life. That’s the human element that helps keep people coming back for more.
After all, when you go back to the same party, you’ll always make a beeline for the familiar face, not the strangers, right?
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