Write a Compelling Blog | Toastmasters NZ

WRITE A

COMPELLING BLOG

LEVEL 4 PROJECT

TOASTMASTERS INTERNATIONAL

www.toastmasters.org

Toastmasters International, the Toastmasters International logo, and all other

Toastmasters International trademarks and copyrights are the sole property

of Toastmasters International and may be used only with permission.

Rev. 11/2016 Item 8414

TABLE OF CONTENTS

Introduction

Your Assignment

Assess Your Skills

Competencies

Starting a Blog

Privacy and Sensitivity

Creating Compelling Content

Review and Apply

Complete Your Assignment

Resources

INTRODUCTION

Blogging is an eﬃcient, eﬀective form of communication that can reach people

around the globe. Creating content for a blog builds skills to help you become a

stronger writer and communicator.

Publishing a blog also gives you the satisfaction of ownership over content, a

place for you to share your interests, and the opportunity to gain the support of

an online community.

In this project, you will learn the basic structure of developing and writing a

compelling blog, how to properly engage your readership, and the importance of

privacy and security online.

Page 2 WRITE A COMPELLING BLOG

YOUR ASSIGNMENT

Purpose: The purpose of this project is to review or introduce the skills needed to

write and maintain a blog.

Overview: Post a minimum of eight blog posts in one month. Your blog may be

new or one you have already established. You must receive approval from the

vice president education to blog on behalf of your club. Deliver a 2- to 3-minute

speech at a club meeting about the impact of your blogging experience. You may

choose to have your blog evaluated by members of the club. Submit your signed

Project Completion Form on page 21 to the vice president education to receive

credit for this project.

For all

assignment

details and

requirements,

review the

Project Checklist

on page 13.

Throughout this project you will see icons in the margins next to the text.

These icons indicate additional resources available online.

Interactive Activity: Sign in to Base Camp to complete an

interactive activity.

Resource: Sign in to Base Camp to view this resource

online.

Video: Sign in to Base Camp to watch a video that supports

this project.

WRITE A COMPELLING BLOG Page 3

ASSESS YOUR SKILLS

Pre-Project Statement Post-Project

5 4 3 2 1

I am conﬁdent that I can write compelling, appropriate

material.

5 4 3 2 1

I understand what type of information is appropriate to

share online.

5 4 3 2 1

I understand how to use the tools necessary to start a

blog.

5 4 3 2 1

I understand how to engage with blog readers online.

5 4 3 2 1

I recognize how this project applies to my life outside

of Toastmasters.

5 4 3 2 1

EXEMPLARY

ACCOMPLISHED

EXCEL

EMERGING

DEVELOPING

Evaluate your current skill level by rating each statement.

Select the appropriate number based on your skills today:

Page 4 WRITE A COMPELLING BLOG

COMPETENCIES

The following is a list of competencies that you will

learn and practice in this project.

■ Demonstrate an understanding of the basic writing structure for blog posts.

■ Develop well-written material for posting on your personal blog.

■ Identify and manage information appropriate to share online.

■ Display an understanding of how to properly engage and communicate with

readers online.

WRITE A COMPELLING BLOG Page 5

STARTING A BLOG

CHOOSING A TOPIC

The ﬁrst step in creating a blog is to choose a topic that matters to you. Choosing

a broad topic can help you begin to deﬁne your content. For instance, you may

choose to create a blog that focuses primarily on public speaking. With this broad

topic in mind, you can write about Toastmasters, books related to public speaking,

and your personal experiences.

When identifying your topic, consider your passions. The more you care about

your subject matter, the easier it will be for you to create varied content and

maintain your enthusiasm over time. Your topic can be anything—a hobby, a skill,

an opinion, or a collection.

Choosing a topic with fewer bloggers contributing to the blogosphere will help

you gain a unique following, though it is more important that you choose based

on your interests.

CREATING A TITLE

Topic

Once you have identiﬁed your primary topic, a strong title can act as a selling

tool for your blog. For many bloggers, their name is their brand. It is their

unique perspective on a single topic or multiple topics that draws people to

their site.

Keywords

Consider how your audience will locate your blog among the vast content

available on the web. If the primary topic of your blog is a speciﬁc issue or

subject, selecting a title that is reﬂective of your topic may bring people to

your site. Use keywords that mirror your main topic or themes.

Your Brand

For example, you may choose to use your name and your topic. A title such as

Siobhan Willett on Public Speaking can draw web searches for Siobhan Willett

and public speaking. A title such as Public Speaking for Young Professionals

can draw searches for public speaking, young, professionals, and young

professionals.

Page 6 WRITE A COMPELLING BLOG

Research Use

It is a good idea to search your chosen title on the internet before you make

a ﬁnal decision. Your title may be brilliant, but if it is already in use by one or

more blog sites, it is not a good choice.

Title Individual Posts

Making the most of the titles of your individual posts may also help to draw

people to your blog. As with the overall title, make sure you are including

enough information that connects to the topic when it is searched.

Consider Searchability

For example, if your blog post is a book review, list the name of the book and

the author in the title of your post. When people search the author, title of the

book, or reviews of the book, your site is more likely to appear near the top of

an internet search.

OPENING AN ACCOUNT

There are many decisions to make before you begin posting to your blog. The ﬁrst

is selecting a blog publishing tool. A blog publishing tool is a website through

which you write and publish your blog. There are many tools available that oﬀer

varying levels of service and variety of content. The sites range in expense from no

cost to a substantial fee.

Due to the rapidly changing pace of technology, blogging sites are not listed

here. Use the Blogging Basics resource on page 18 to help you research the tools

available in your geographic area that best meet your needs.

CONSIDER OPTIONS

Be sure to check for user reviews of any tool you consider. You will need

information about site functionality, user-friendliness, and general reputation.

User-friendly sites are easy to navigate and intuitive. Locate blogs that are

designed and run with the publishing tool you are considering to make sure you

ﬁnd them easy to use. Design elements such as font, images, and animation are

speciﬁc to each site and can inspire you, but should not impact your decision.

As you become more skilled at running your blog, you will ﬁnd that you can have

a broad scope of control over its appearance and functionality. From changing

images and fonts, to adjusting the size and functionality of site elements, most

blogging sites allow access to the programming code that controls the design

of your site. Your only limitation is your interest in learning how to make changes

and your willingness to do so.

WRITE A COMPELLING BLOG Page 7

PRIVACY AND SENSITIVITY

THE POWER OF THE INTERNET

The internet provides users with a distinct beneﬁt that other forms of

communication do not—a method for reaching a large number of people within

seconds. This is ideal for anyone trying to make an impact, but be mindful of the

possible consequences.

THE VIRAL POST

The success of a blog can be founded in a single post that is referenced by an

extended group of people around the country or world. This is often referred to

as a “viral” post. The term describes the speed at which information spreads. When

the reaction to a post or comment is generally positive, this can launch a career,

but if the content is ill-conceived or misinterpreted, it can be devastating to the

blog and the blog owner.

CHOOSE A TEMPLATE

When setting up your account, you may have the opportunity to select a template.

A blog template provides you with a general design layout for your blog.

The templates available can range from simple frames for posting images,

designs with large areas for displaying text, or complex designs with areas that

can be used for multiple elements. Choose a template that best aligns with your

intended content.

REFLECT YOUR CONTENT

A design blog might use a sleek, modern template with multiple areas for posting

images and small areas for text. A blog about literature could include more

space for text and a smaller area for links to other websites, such as the sites of

the authors or publishers discussed in each post. Look for a visually interesting

template that allows your content to be the center of attention.

RESEARCH PROVIDERS

Begin by searching the templates available on your blog publishing site. These

templates are often free or low in cost. If you are unable to ﬁnd a template that

works for you and your intended content, you can extend your search beyond

what is available from your selected blog publisher.

Before you purchase any template from a source other than your publisher,

be sure it is compatible. You will need to research what is available in your

geographic area and chosen language to make an informed decision.

Page 8 WRITE A COMPELLING BLOG

Personal Data

Maintain a degree of sensitivity when blogging about your personal life.

Once material reaches the web, it is archived and searchable to anyone with

a computer. Never include full names, phone numbers, addresses, or speciﬁc

site details, unless you are promoting a speciﬁc event or business.

Discretion

For example, instead of saying you go to a speciﬁc coﬀee shop every day at

11 a.m., write that you are having your daily coﬀee at a local café. You may

blog about what you feel, what you’re doing, or what you care about, but

always keep privacy and safety in mind.

Consent

Avoid sharing identifying information about another person or business

without consent. Err on the side of caution when dealing with the privacy

of others. Be sure to secure permission before naming a person, business, or

group in a blog post or posting any image.

CHECK YOUR RESPONSE

Though no blogger can anticipate a post or posts that will receive this type of

response, it is worth taking a moment to review your comments or blog entries.

Before you post, make sure you are comfortable enough with the content to

support it and respond to feedback or criticism in a very public forum.

KNOW YOUR OBJECTIVE

Regardless of the topic of your blog, there is potential for many people to read

your opinions. If the desired objective of your blog is to incite conversation, then

you may choose to write about issues that aﬀect many people on a personal level.

BE PREPARED FOR DISAGREEMENT

When readers converse about your blog, it is a sign that you are producing

engaging content. No matter what your opinion, be prepared for readers who

disagree. You can respond to readers’ comments, rebut on-topic arguments, or

simply thank the commenter for reading your blog.

IGNORE DISRUPTERS

Unfortunately, some people hide behind anonymity online, using comment

sections of websites to unfairly attack others. Internet “trolls” are those who intend

to disrupt a forum by evoking an emotional response from participants. The most

eﬀective way to handle an internet troll is by ignoring him.

WRITE A COMPELLING BLOG Page 9

CREATING COMPELLING CONTENT

The content of your blog is a reﬂection of your goals, interests, and personality.

Your followers will visit your blog because they want to read or see your posts. The

topics and content can change, but the tone and point of view will most often be

consistent.

Your posts can be inspiring, instructive, entertaining, humorous, or informative.

Readers are more likely to stay engaged when your writing is clear and well-

edited. Before you post, look at the appearance of your blog. Be sure it is visually

appealing and easy to read. For a blog post that is primarily text, check the

paragraph lengths. Most often, shorter paragraphs are best, especially for readers

who access your blog from mobile devices.

TYPES OF POSTS

Each type of post has a speciﬁc goal and most bloggers use a variety depending

on the topic.

Instructional

Instructional posts are written with the goal of teaching the reader how to

complete a task or understand a concept.

Informative

The intent of an informative post is to share knowledge with the reader.

Lists

There are many blogging sites that use lists as a means of communicating. A list

post can be informative, inspirational, or humorous. This type of post is ﬂexible

and can be useful for any blogger wanting to vary his content.

Interviews

An interview post can be an exciting and interesting departure from the regular

content on your blog. Interviews can be posted as audio, video, or transcribed and

posted as text.

Reviews

Many bloggers review cultural content. A review is an expression of your opinion

on a topic or media. You may choose to review books, movies, magazine articles,

music, or other blogs.

Page 10 WRITE A COMPELLING BLOG

POSTING TIPS

Determine how you intend to maintain and post new content to your blog.

Set readers’ expectations. Some bloggers post every day. Others post once a

week. Determine the frequency and let your audience know how often they can

expect an update.

Post regularly. Most successful bloggers set a schedule and adhere to it.

Keep your content original. If you choose to post any content created by

another person, cite your sources.

Respond to your readers. People who leave comments on your blog appreciate

acknowledgement.

Be succinct. Shorter posts will often receive a better response. To enhance more

complex or lengthy content, build on ideas across numerous posts.

ENGAGE WITH YOUR READERS

Building a strong readership is the goal of most bloggers. To accomplish that

goal, you need to gain new followers while maintaining your existing audience.

Regardless of the size of your readership, the rules of success are the same:

Compose interesting posts and engage with your followers.

Engaging with your readership is as simple as responding to positive or

constructive comments. Take time to read comments and address them.

Sometimes, a simple “thank you” will suﬃce. Other times, comments might

indicate a desire to engage you in a confrontation. In these cases, use your best

discretion.

PROMOTE YOUR BLOG

Becoming a part of the larger blogging community can help you network and

build support for your blog. Use social media to promote your site by sharing

your posts. Read other blogs and comment on their posts. Share your thoughts,

feelings, and a link to your own blog in the comments section of blogs that

appeal to you or draw a similar audience.

Chances are, if you have a favorite blog, others like it too. Identify the content

choices made by the blogger that draw people to her site and look for actions

or choices you can emulate. Seek out experts in your area or within your internet

community. There is a wealth of information and resources available.

WRITE A COMPELLING BLOG Page 11

REVIEW AND APPLY

Before you complete the assignment, take a moment to read through the

questions you see here. If you are not able to answer them comfortably, review

the project.

■ What are the most important steps to take to compose a well-written blog

post?

■ What steps will you take to ensure your privacy and the privacy of any person or

organization you may mention on your blog?

■ What are some strategies for engaging readers in your online community?

■ What is the best or most eﬀective way to handle feedback on a blog post, both

positive and negative?

COMPLETE YOUR ASSIGNMENT

Now that you have read through the project, plan and prepare your speech or report.

Review: Return to page 3 to review your assignment.

Organize: Use the Project Checklist on page 13 to review the steps and add your

own. This will help you organize and prepare your assignment.

Schedule: Work with the vice president education to schedule your speech.

Prepare: Prepare for your evaluation. Review the evaluation resources on pages

15–17 and share all resources with your evaluator before your speech. You may

choose to share your evaluation resources online.

Page 12 WRITE A COMPELLING BLOG

WRITE A COMPELLING BLOG Page 13

PROJECT CHECKLIST

Write a Compelling Blog

Page 1 of 2

Start your own blog. Use the resources available to you online to find the information you need for

your geographic area. (If you already have an established blog, you may use it for this assignment.)

______________________________________________________________________

Make eight posts on your blog over the course of one month.

______________________________________________________________________

Schedule your speech with the vice president education. If you need longer to complete your

speech, you may give a 5- to 7-minute speech with the vice president education’s approval.

______________________________________________________________________

Write your speech to share your experience setting up your blog and posting on the site.

______________________________________________________________________

Purpose: The purpose of this project is to review or introduce the skills needed to write and maintain a blog.

Overview: Post a minimum of eight blog posts in one month. Your blog may be new or one you have already

established. You must receive approval from the vice president education to blog on behalf of your club. Deliver a

2- to 3-minute speech at a club meeting about the impact of your blogging experience. You may choose to have

your blog evaluated by members of the club. Submit your signed Project Completion Form on page 21 to the vice

president education to receive credit for this project.

This project includes:

■ Maintaining a blog and posting at least eight times in one month

■ The Blog Evaluation Form

■ The Project Completion Form

■ A 2- to 3-minute speech

Below are tasks you will need to complete for this project. Please remember, your project is unique to you. You may

alter the following list to incorporate any other tasks necessary for your project.

Page 14 WRITE A COMPELLING BLOG

Page 2 of 2

PROJECT CHECKLIST –

Write a Compelling Blog

other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be

used only with permission. Rev. 5/2016 Item 8414C

Rehearse your speech.

______________________________________________________________________

Share the link to your blog site. You may choose to share with your entire club, your vice

president education, or your evaluator.

______________________________________________________________________

You may choose to have your blog evaluated by your club members. Distribute the Blog

Evaluation Form to members so they may give you feedback about your blog.

______________________________________________________________________

Following the delivery of your speech, submit your Project Completion Form to the vice

president education to verify you completed the assignment.

______________________________________________________________________

After you have completed all components of the assignment, including your speech, return to

page 4 to rate your skills in the post-project section.

______________________________________________________________________

Additional Notes

______________________________________________________________________

PROJECT CHECKLIST –

Write a Compelling Blog

WRITE A COMPELLING BLOG Page 15

Page 1 of 3

EVALUATION FORM

Write a Compelling Blog

Speech Title

Evaluator

Member Name Date

Speech Length: 2 – 3 minutes

Purpose Statements

■

The purpose of this project is for the member to review or introduce the skills needed to write and maintain a

blog.

■ The purpose of this speech is for the member to share some aspect of his or her experience maintaining a

blog.

Notes for the Evaluator

The member completing this project has spent time writing blog posts and posting them to a new or established

blog. The blog may have been personal or for a specific organization.

About this speech:

■ The member will deliver a well-organized speech about some aspect of his or her experience writing, building,

or posting to a blog.

■ The speech may be humorous, informational, or any style the member chooses.

■ The speech should not be a report on the content of the “Write a Compelling Blog” project.

■ The member may also ask you and other club members to evaluate his or her blog. If the member wants

feedback on his or her blog, complete the Blog Evaluation Form.

General Comments

You excelled at:

You may want to work on:

To challenge yourself:

Page 16 WRITE A COMPELLING BLOG

Page 2 of 3

EVALUATION FORM –

Write a Compelling Blog

For the evaluator: In addition to your verbal evaluation, please complete this form.

EXEMPLARY

EXCELS

ACCOMPLISHED

EMERGING

DEVELOPING

Clarity: Spoken language is clear and is easily understood

Comment:

5 4 3 2 1

Vocal Variety: Uses tone, speed, and volume as tools

Comment:

5 4 3 2 1

Eye Contact: Effectively uses eye contact to engage audience

Comment:

5 4 3 2 1

Gestures: Uses physical gestures effectively

Comment:

5 4 3 2 1

Audience Awareness: Demonstrates awareness of audience engagement

and needs

Comment:

5 4 3 2 1

Comfort Level: Appears comfortable with the audience

Comment:

5 4 3 2 1

Interest: Engages audience with interesting, well-constructed content

Comment:

5 4 3 2 1

Topic: Shares some aspect of experience creating, writing, or posting to his

or her blog

Comment:

5 4 3 2 1

EVALUATION FORM –

Write a Compelling Blog

WRITE A COMPELLING BLOG Page 17

Page 3 of 3

EVALUATION CRITERIA

Write a Compelling Blog

other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be

used only with permission. Rev. 5/2016 Item 8414E

This criteria lists the specific goals and expectations for the speech. Please review each level to help you complete

the evaluation.

Clarity

5 – Is an exemplary public speaker who is always

understood

4 – Excels at communicating using the spoken word

 – Spoken language is clear and is easily understood

2 – Spoken language is somewhat unclear or

challenging to understand

1 –

Spoken language is unclear or not easily understood

Vocal Variety

5 – Uses the tools of tone, speed, and volume

to perfection

4 – Excels at using tone, speed, and volume as tools

3 – Uses tone, speed, and volume as tools

2 – Use of tone, speed, and volume requires

further practice

1 – Ineffective use of tone, speed, and volume

Eye Contact

5 – Uses eye contact to convey emotion and

elicit response

4 – Uses eye contact to gauge audience reaction

and response

3 – Effectively uses eye contact to engage audience

2 – Eye contact with audience needs improvement

1 – Makes little or no eye contact with audience

Gestures

5 – Fully integrates physical gestures with content to

deliver an exemplary speech

4 – Uses physical gestures as a tool to enhance speech

3 – Uses physical gestures effectively

2 – Uses somewhat distracting or limited gestures

1 – Uses very distracting gestures or no gestures

Audience Awareness

5 – Engages audience completely and anticipates

audience needs

4 – Is fully aware of audience engagement/needs

and responds effectively

3 – Demonstrates awareness of audience

engagement and needs

2 – Audience engagement or awareness of audience

requires further practice

1 – Makes little or no attempt to engage audience or

meet audience needs

Comfort Level

5 –

Appears completely self-assured with the audience

4 – Appears fully at ease with the audience

3 – Appears comfortable with the audience

2 – Appears uncomfortable with the audience

1 – Appears highly uncomfortable with the audience

Interest

5 – Fully engages audience with exemplary, well-

constructed content

4 – Engages audience with highly compelling, well-

constructed content

3 – Engages audience with interesting, well-

constructed content

2 – Content is interesting but not well-constructed

or is well-constructed but not interesting

1 –

Content is neither interesting nor well-constructed

Topic

5 – Delivers an exemplary speech about some

aspect of experience creating, writing, or posting

to his or her blog

4 – Delivers an excellent speech about some aspect

of experience creating, writing, or posting to his

or her blog

3 – Shares some aspect of experience creating,

writing, or posting to his or her blog

2 – Mentions some aspect of experience creating,

writing, or posting to his or her blog, but does

not fully address

1 – Delivers a speech on a topic other than some

aspect of experience creating, writing, or posting

to his or her blog

Page 18 WRITE A COMPELLING BLOG

Page 1 of 1

BLOGGING BASICS

other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be

used only with permission. Rev. 5/2016 Item 8001

Choosing a Publishing Website

If you need further information on the blog publishing sites available in your region, begin by searching the

following keywords on the internet:

■ Free blog websites

■ Free blog publishing websites

■ Free blog hosting websites

■ Creating a blog

Before you choose a blog publishing website, visit blogs to determine which you like best and why. You may find

you like the layout and style of one blog over others. Search for and analyze the blogs of people you admire, blogs

about topics that interest you, or blogs that have won awards.

As you visit blogs, try to answer the following questions to make an informed decision:

■ Which blogs do you like best and why?

■ Determine the publishing sites of the blogs you admire. Do you tend to prefer one publishing site more than

others?

■ Take note of the blog templates, or the way content is organized on the blog. What do you like about the

design and layout? Does it fit the topic of your blog?

Creating Your Blog

After you choose a publishing site, you are ready to create your blog. Most publishing sites offer tutorials or

instructions on how to create and design a blog. If this information is not readily available to you, search the

following keywords on the internet:

■ Creating a blog with [name of publishing site]

■ Designing a blog on [name of publishing site]

■ Blog templates for [name of publishing site]

■ How to post to [name of publishing site]

WRITE A COMPELLING BLOG Page 19

Page 1 of 2

BLOG EVALUATION FORM

STRONGLY

AGREE

NEITHER AGREE

NOR DISAGREE

DISAGREE

STRONGLY

DISAGREE

Please review the member’s blog and evaluate it based on the criteria listed below. Take a moment to include

examples wherever possible.

Using the scale provided below, please circle the number that best reflects your rating of the member’s blog.

Blog Title

Member Name

Topic: The topic of the blog is clear.

Comment:

5 4 3 2 1

Design:

The design and layout aligns well with the content of the blog.

Comment:

5 4 3 2 1

Well Written: Posts are well-composed and contain few

grammatical errors.

Comment:

5 4 3 2 1

Varied Posts:

Member varies the types of post to fit the content of

the article. (E.g. informational, list, interview, review, etc.)

Comment:

5 4 3 2 1

Post Frequency: The time gaps between posts are generally

consistent.

Comment:

5 4 3 2 1

Engagement: The member engages with readers by responding to

or acknowledging their comments.

Comment:

5 4 3 2 1

Page 20 WRITE A COMPELLING BLOG

BLOG EVALUATION FORM

Page 2 of 2

BLOG EVALUATION FORM

What do you like best about this blog?

______________________________________________________________________

How would you recommend the member improves the blog?

______________________________________________________________________

other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be

used only with permission. Rev. 5/2016 Item 8039

WRITE A COMPELLING BLOG Page 21

Page 2 of 2

BLOG EVALUATION FORM

What do you like best about this blog?

______________________________________________________________________

How would you recommend the member improves the blog?

______________________________________________________________________

other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be

used only with permission. Rev. 5/2016 Item 8039

Page 1 of 1

other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be

used only with permission. Rev. 5/2016 Item 8050K

PROJECT COMPLETION FORM

I completed all components of my “Write a Compelling Blog” project. This includes creating a new blog or

maintaining a current blog, as well as posting a minimum of eight times in one month.

Member Signature Date

Member Name