Outsider In a Guardian Masterclass seminar: How to create a successful blog

I am inside the Guardian offices in Kings Place, Kings Cross, picking my way over the free tea and biscuits laid on as a perk of the Masterclass (six choices of tea-type beverage!).  I cannily deduce that I am in the Guardian’s canteen and take my (first round of) refreshments to a seat where I enjoy a pleasant canal view, boats of all colours, sizes and conditions berthed along the water’s edge.  Not a bad spot.  Away from the tea, biscuits and view, I allow a tiny moment of wonder at being in the offices of the journalistic powerhouse that is the Guardian newspaper

My fellow Masterclassees begin to arrive, the first appearing to be at least 20 years my senior.  I am pleasantly surprised, half having expected many a young, vlogger type, and as the influx of people increases, so do the variety of ages, ethnic backgrounds, and shapes and sizes, with an even spread across the sexes.

The mood is friendly.  I suspect that part of creating a successful blog starts with networking and generally being agreeable.  This in mind, and also wishing to exchange stories with people in similar-ish boats, I strike up conversation.

Around me I discover: a charming Catalan cooking blog, with recipes that take me back to my time living in Barcelona; an ‘old granny’ (her words) taking a, so far short, journey back into the past; a consulting site looking partly to help out tech un-savvy buggers like me; and a German expat about to embark on a new life in, and blog on, the South of France.

So all here to learn the secrets behind ‘how to create a successful blog’, we are nonetheless at very varied stages in our blogging lives.  My fledgling Outsider In flaps around somewhere in the middle.

When called for the Masterclass to begin, we file with our tea, biscuits and chatter, into a seminar room where the 50 or so of us take seat facing a small stage, powerpoint already projected.  Pens and notebooks poised, we are ready to take in how our blogs could take off like those of the two professional bloggers here to speak today.

Three hours and another tea session later, my head is awhirl from a friendly and extremely useful barrage of information on how you can make your blog your livelihood.  Whilst all still fresh in the mind, and before I am surely to be ejected from the Guardian HQ glass fortress, I gather myself into a garish vaguely lip-shaped chair in the foyer and put pen to paper…

Professional bloggers and their tips

Our first speaker, Niamh, creator of Eat like a Girl was buoyant with passion and a love of her blog themes.  Sharing her story of miserable employee in the science sector to professional food and travel blogger, she was encouraging and entertaining and impressed upon us the importance of remaining ethical when making mulah from your blog.

Three things that stood out:

  • Humans are storytellers.  And bloggers are just storytellers in an internet age.  Ergo, blogging is not just self-aggrandising, arrogant and egocentric, it’s actually just normal human behaviour.  So there.  (I’m sticking to that.)
  • Be friendly, community-minded and social – even if this takes place primarily in the virtual world.  Reading other blogs, liking, commenting, linking, collaborating, promoting, sharing, responding and USING SOCIAL MEDIA, all get your blog to readers and readers to your blog.
  • Do not compromise content to generate income, and be transparent.  By having sponsored posts that don’t fit your usual style or content, you are not remaining true to you or your blog and you alienate your readers.

Our second speaker, Julie, is an American expat based in London and creator of the travel and lifestyle blog A Lady in London.  Banking professional turned blogging professional, with a seriously dedicated can-do attitude, she gave step by step building block advice crucial to laying the foundations of any successful blog.

Three important bits:

  • Time and consistency.  It may be no surprise but to maintain a blog takes time and it needs to be regular!  Julie used to get up half an hour early each morning before work to fit in blogging, and she now makes sure she blogs on the same two days each week.  Blimey, I better get a shifty on.
  • In the blogging world, 300+ word posts are considered long reads!!  And paragraphs are best kept to 3-4 lines.  Possibly need to work on my editing then…
  • Give your readers somewhere to go: at the end of a post, make commenting or sharing easy; suggest another post to read; have social media buttons for further connecting; have a search box for readers to find content etc.  Oh, how woefully inadequate my blog still is on these fronts!

Finally, two things they both emphasised to never EVER forget if you want to be a successful blogger:

  • Content reigns supreme!  Above and beyond anything else.  Substance over style (social media wizardry and search engine optimisation) every time.
  • Once you’ve got that down, though, Google and social media will be your constant companions, love or loathe ’em.  Bum.

Should I follow these pearls then Outsider In will be a showcase in transformation over the next months – although professional blogging was never the initial intention when I started.  What lead me to this point was an idle moment over the Christmas holidays, and an email alert from Guardian Masterclass, informing me of a discount on their vast array of career-, life- or creativity-boosting seminars.  A few clicks and £37.24 later and here I am.

If, however, I don’t decide that ‘monetising’ my blog is the way for me, then at least I have found myself in an attractive spot in London, on a sunny Sunday lunchtime with an open mind and a fresh experience under my belt.  I’ll have walked away with two (!) free papers and the ability to forever picture where the Guardian comes together.  Oh, and I also have this blog post, which may actually now be read by one or two of my fellow amateur bloggers!

Conclusions?  Impressed by the calibre of the Guardian Masterclass, I’d definitely sign up for another.  Professional blogging itself?  Watch this space.  Literally.

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