INTRODUCTION: Why Blog?
The changing blogging landscap
Who blogs and how
Blogs can be about almost anythin
Why expertise matter
Why audience matters
CHAPTER 1: Anatomy of a Blog Post
Finding a blog-worthy idea
Gathering information (with links!)
Writing a draft
Rewriting, tweaking and other improvements
Headlines, visuals, summaries
Making the text look inviting
Links and more links
Telling the world about your post
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CHAPTER 2: Two Models: Reporter Blogger vs. Op-ed Blogger
What kind of journalist do you want to be?
How to blog effectively
The basics of writing and reporting a news blog (being a reporter, organizing and writing your reporter blog post, the lede, the body)
Blogging your opinions
Tips for writing a strong opinion blog post
Reflective assignment & exercise
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CHAPTER 3: Getting Started
Choosing a blog topic (why a niche matters)
Naming your blog
Checking out the competition
Where to get ideas, find resources to tap regularly (social media, hub blog communities, finding experts)
Establishing a focus (carrowing your topic, writing a focus statement, outlining to help organize, looking ahead instead of behind
Finding and using links (getting to the original source, giving varied views)
Building an audience (the importance of regular posts, varying your pace, keeping a reserve file, pushing out, Rome wasn't built in a day: Be patient)
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CHAPTER 4: Blogging as rap
The pleasure of playing with words
Let's get loose: Stretching exercises
Hearing the written word (varying cadence and pace, alliteration, sibilance and all that linguistic rhythm, reading your work out loud)
Small scenes can deliver big stories
How to find your voice (the right tone for your subject; different blogs, different voices; how the pros establish a voice)
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CHAPTER 5: Striking up a Conversation
Giving your readers their say
When to engage those who comment - and how
Dealing with spammers, bots and other headaches
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CHAPTER 6: Why Headlines Matter
Two seconds and they're gone
Clear and direct trumps clever
Why keywords count
The elements of good headlines (specificity, S-V-O, watch for multiple meanings, look forward, tell it with a twist, bad breaks, on deck [how second decks supply more news])
Chapter breaks carry the reader forward
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CHAPTER 7: Beyond Words
Words aren't always best: Choosing the right medium
Picturebook: Telling a story with a photo blog (one picture can be an entire story, words and cutlines working together, slideshows)
I am a radio station: Podcasts (choosing a recording device, natural sound, sound and the imagination)
Some of this, some of that: tumbleblogs (how media can complement one another, each element is its own story, choosing the right media)
TV Reality: Video blogs
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CHAPTER 8: Making Universal Connections with Stories of Everyday Life
Inventorying your own life
Thinking small
The power of universal connections
Be a character in your own story
A little humor can go a long way
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CHAPTER 9: On the Road Again: The Travel Blog
Gathering string (connections can take time to sort)
Using the senses to take readers with you
Write about a place through its people
Don't be breezy, be specific
Using dialogue to tell story
Simple stories work best
Take lots of pictures: People like to see things
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CHAPTER 10: Blogging about Politics and Journalism
Read a lot and mix up your reading
Find a place to stand
Build a single, strong argument
How to structure an argument
Show your readers where your facts came from
Be a voice, not an echo
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CHAPTER 11: Consider This: Advice and Reviews
Remember the three S rule: Be succinct, simple and sincere
This is your show: Don't be afraid to offer an opinion
Do base that opinion on facts
Incorporate other experts and (once again) link like crazy
Mix advice and demonstration
Build your own club
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CHAPTER 12: Building your blogging brand
Picking a name that resonates
Twitter, Facebook, LinkedIn and who knows what's next
Johnny Blogseed: Wherever you go, spread your blog
You're not just a blog, you're a person
From pixels to ink: Getting your posts published in old media
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CHAPTER 13: Looking ahead
Going mobile
New tools for bloggers - and followers
Growing by collaborating
Subscription blogs
The supremacy of quality
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APPENDICES: Two bloggers & their work
