Guest Post by: Caleb Newquist

When I tell people that I blog for a living, the initial response is usually one of interest.  However, when I answer the guaranteed follow-up question, “What do you blog about?” and I reply “accounting”, that’s when I get the strange looks.  “Why on Earth would anyone want to blog about such a boring subject,” is how I would describe their facial reaction.

Despite the reaction of strangers, the content and purpose of your blog is yours to decide and there are certain techniques that can be utilized that will keep your readers engaged and coming back (no matter how “boring” a subject might seem):

• Blog regularly – For any blog to be successful, regular content is paramount.  I’m not suggesting that you dedicate your entire day to posting but you should commit to posting to at least twice a week.  Long periods without posting will turn readers off and they’ll assume that you’re not serious about keeping them informed.  
• Keep it concise – There are various opinions on word count and there is no magic number but since we’re focusing on accounting and finance as the topic, I personally find this to be crucial to creating an effective blog.  Once you have a draft, attempt to cut 10% of it, even 20% for longer posts.  You’ll be surprised how you can tighten your points and arguments with fewer words.  Say everything you want to in your post and then make it more succinct.
• Be selective with your links – Linking is a crucial method of giving your post context and calling attention to key points in your text. One could argue that no post should be without them (although this humble blogger has, on occasion, done so).  Plus it’s a fun way to give credit to other bloggers that you enjoy or admire.  However, too many links could dilute their overall effectiveness, so be selective.
• Stay true to your style – People will enjoy your blog and keep coming back because of your voice and style.  If you change your voice or content, readers may lose interest.  That being said, don’t be afraid to experiment, embrace constructive criticism, and realize that you will not write the perfect post every time.  It will keep your readers interested and they will appreciate that you listen to them.

Each blog will have different goals but you may find that these change as you blog more, so stay open-minded.   The points above are just a few strategies that have served me well as I have made the transition from CPA to blogger.  Whatever the intent of your blog for you or your firm, these will keep your blog both informative and unique.