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?