Part Three

The Naming Game
Our Internet Marketing blog is called “eSource Development” and the domain is at We thought long and hard regarding a name – We were trying to think of something relating to making money
online but couldn’t think of anything that didn’t sound cheesy so we took our store name, eSource, and made it a development site since a majority of our business was web and software.

Topic Selection
When we first started our development / marketing blog we were already a successful web and software development company operating under the name eSource, and that’s what we initially blogged about. However as the months passed we found ourselves learning and blogging about topics I didn’t know about at the start, like niche marketing, social media, javascript, list building and so on.

Whether you are starting a blog from scratch or you have an existing one, use what you thought about in the previous lesson to think about what direction you are going to take your blog and sketch out some of the specific topics you can cover.

When it comes to writing your posts you will be able to organize them into categories which makes it much easier for new readers to find your posts and its easy for them to see at a glance what your blog is about. When you just post a mish-mash of posts on all sorts of topics that are not really related then it can be more difficult to turn a one-off visitor into a regular subscriber.

Posting Schedule
Many people advise you to blog every day when launching a new blog with the theory being that the more you post the more people will come to your blog, and the more often Google will index your site. However as a blog reader I find that blogs that post every day or even multiple times a day are simply too much – I can’t keep up with them. We try to post about 2 times a week which seems to be the right balance for our type of site.

When we say “schedule”, we don’t really mean that literally. As long as you post at least twice a week, the exact day and time of the postings do not matter. Sometimes, we’ll write 2 posts and schedule the second one to post the next day so there is a gap between postings. Most popular blog sites will have this feature.

I know your anxious, but starting out with an every day posting blog then settling in to a twice a week blog might look bad to some. It is much better to start out with a gentler blog schedule and see how it goes for a few months rather than over-commit yourself at the beginning and then burn out a few months down the line.

Posting Style
Some people suggest that you alter your blogging style to fit your target audience but in our experience we find that it never works to try to blog in a style that is not uniquely you. Your blog is a reflection of you – your thoughts, your findings, your interests and passions.

I used to teach at the University of Phoenix… Not so much by choice but by necessity. I had written a course for them on Data Communications and Protocols. I was then told there were no teachers for it, so I signed the contract to teach the 10 week course. I had never taught before so I read a couple of books real quick and tried to find a “style.” Guess what? It was a complete waste of time! Do you know why? Because the best teaching style is your own style, not someone else’s. As soon as I did that the teaching was easy. I was comfortable and coherent because I was talking and acting like me!

The moral of the story is simply to blog in your own style, whatever that means! Some people are very conservative, some people use very colorful language, others like to be controversial, others are very dry and matter-of-fact. Whatever you are, simply be who you are and write as yourself.

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