• Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.
  • 10 Step Intermediate Guide to Blogging Your Personal Brand

    If you’re a beginner, please see my previous post on blogging your personal brand.

    1) Start adding links to your posts

    All of your new blog posts should contains links. The links should link to blog posts you’ve created previously, other people’s blogs and additional resources that may support your thesis or commentary. Make sure your blog is setup so that people can advance to the next post and go back to a previous post as well. When you add links, try to highlight a word of phrase that makes sense for the location you’re sending people to.

    For instance, if I wanted to link to a marketing blog, I you could write “There are other marketing resources on the web that can help you too!” When you create links to your content and other peoples content, it’s benefits you in these ways: you’re giving attribution, you’re helping other bloggers (and may receive reciprocation with a future link), and you’re increasing the page views of your other posts.

    2) Get consistent with formatting

    If you’ve read my blog for a week, then you are aware that I have the same formatting for every post. My subtitles are all in blue, I highlight key phrases in bold and underline keywords. I also align most of my images to the right side of the screen and more. Aside from finding your voice, you need to find your format. Ask yourself “what colors should I use to represent brand me”? If you can keep things consistent, it will be easier for people to read because they will adjust to your blog rhythm.

    3) Create your “About this blog” page

    In my beginners post, I spoke about having a page that highlights you, as the blogger, but now I want you to create a page about your blog. Before you even create your blog, you should have an idea of the niche you’re going after and your unique value that you bring to the blogosphere. Your about page should describe what your blog is going to be talking about. Give people a general idea, so they know to come (or subscribe) to your content to receive that type of information and nothing else. Remember, people can get information elsewhere, so you only want a piece of their attention.

    Your about page should scream enthusiasm for your topic and you might have a picture as a way to describe it too. The best about pages I’ve seen are one paragraph long. Mine has more because my topic is more complicated and because I’ve run out of room on my blog (I’m launching a new one next year).

    4) Comment like a champ

    I’ve spoken about branding yourself with comments previously. In order to get comments on your blog, you need to comment on other blogs. A comment signifies that you’ve taken the liberty to read and reflect on someone else’s material. To me, that is like starting a conversation at a cocktail party. As long as you fill out the comment field with your blog URL, the receiver of that comment will want to reciprocate by either commenting back, subscribing to your blog or writing a post promoting brand YOU (maybe all 3 if you’re lucky). Subscribe to topics that reflect your blog and comment on what you can lend expertise to.

    You’ll notice, after a while, that people will comment back on your blog. When this occurs, you benefit by having more subscribers, viewers and a stronger TRIBE. Plus, those bloggers will keep blogging on your topic because you’ve given them a reason too 😉

    5) Find out who your visitors are

    Some bloggers use MyBlogLog and others use another website called Blog Catalog. MyBlogLog is much more popular, especially because it’s endorsed by Yahoo!. By signing up for an account, you are strengthening your personal brand and that of your blog. First, you can use a MyBlogLog widget on your blog, which showcases the avatars of those who’ve already signed up for MyBlogLog and have landed on your blog. Second, when you go to other blogs, your avatar will appear (it’s like face-time with your manager). This is how you continue to build a community around your brand.

    6) Guest post on another blog

    If you’ve written a number of posts for your own blog and are interested in getting more traffic and networking, then guest posting on another blog is a good strategy for you. Do not randomly email bloggers asking them to guest post or to comment on their blogs with a request or they’ll be turned off immediately. The top bloggers get these requests all the time, so in order to stand out, you need a long term relationship strategy. You need to comment on their blog over the course of a month or so before you engage in a guest post conversation. When you write for another blog, be sure to only link back to your blog and make sure the content is as good, if not better, than your own blog content.

    7) Integrate your blog URL/feed throughout your digital kingdom

    Promoting your blog through all of your current materials is key. Your email signature should have a link to your blog and blog feed. The presentations that you give should have a link to your blog. Your resume should have a link to your blog. Your website should have a link to your blog. Your business card should have a link to your blog. You want this link almost everywhere your name is cited because that’s how people will remember it.

    8 ) Promotion on discussion forums

    One great way to get your name out there and to promote your blog is through discussion forums. Find threads where you feel your website would benefit those people and comment, while including your blogs address in your signature. The more you do this, then more people will click on your site, especially if it’s targeted appropriately.

    9) Use at least one picture per post

    Don’t publish a blog post without including a picture. Sometimes I struggle pressing “publish” without multiple pictures. I know your writing is good, but without a picture it is faceless. Your voice needs to be matched with a picture that gives an experience to your readers. A picture says more than 1,000 words in the blogosphere; it says everything. The pictures you select for blog inclusion, will tell the reader what your main point is immediately, so they can connect with it and follow your content trail.

    10) Allow for search and organization

    Instead of waiting two years to organize your content, do it right now. This includes, deciding on categories for your posts, using a calendar or archiving widget, as well as giving people the ability to search through your content. By creating categories and organization your content now, you will save hours later. You will also help readers navigate your content much faster, so you get more views.


    Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St. Martin’s Press) and the #1 international bestselling book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing), which combined have been translated into 15 languages.

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    Posted in Career Development, eBrand, Marketing, Personal Branding, Social Media, Success Strategies
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    18 comments on “10 Step Intermediate Guide to Blogging Your Personal Brand
    1. avatar

      Great post, Dan. Comprehensive and full of rock-solid, really helpful to folks looking for jobs at any level of employment food chain.

    2. avatar
      leanandgreen says:

      You’ve written some great information that I need to implement! Thank you!

    3. avatar
      Dan Schawbel says:

      @Lyn – Thanks for your comment. There will be two more posts on this topic in the future.

    4. avatar
      Robin says:


      I found this on LinkedIn and it is fantastic! I am trying to get our agency out into the blogosphere and now I have concrete evidence for them. I told my President he can write, and I will make it blog friendly.

      Thanks for all of your advice! Do you suggest WordPress over Blogger? Are there any pros and cons to either?

      Many thanks,
      Jewish Big Brothers Big Sisters

    5. avatar
      Dan Schawbel says:

      @Robin – I would recommend WordPress over Blogger

    6. avatar
      Jeremy says:

      Excellent article, in fact I may refer some of my clients here after I set them loose into the wild with a brand new blog. All of your points are very important but I would say that No.4 is such a big one and so often overlooked. Your blog is a networking tool and should be treated as such. Creating conversation, commenting and interacting elsewhere is so important to developing an audience and reaching potential clients. Commenting, just like conversation, is an art. Make your comment useful and worth reading which will in turn, make it worth following.

    7. avatar
      Ari Herzog says:

      Amending #3, Dan, the “About” page should be centric to both the person and the blog. Not just the blog.

    8. avatar
      Ian Kelly says:

      Hi Dan

      This is a great blog with a lot of information. From reading your post above – would you say you can adapt the same for company branding where you are the company? I am thinking of consultants, professional speakers etc.

      The other thing you briefly touch on is having links back to your site. This helps a lot of page ranking on search engines.

      I would also add writing articles and posting on article directories about topcis that link into your blog. You can become known as an author / expert on a topic and people will come to your blog based on your article work


      Ian Kelly

    9. avatar
      Aad 't Hart says:


      Thx.. very helpfull. I look forward to more posts on the subject

    10. avatar
      Dan Schawbel says:

      @Ari – I disagree with that. I think you need to separate them out because they have two different objectives. Your “about page” is about your blog, while your “personal brand page” is about you, the author of the blog.

      @Ian – Correct. The same strategies apply to companies and products.

    11. avatar


      Thanks for this comprehensive, well though and useful list. I see that for the most part I’m follow these guidelines on my blog but I have always had the doubt if it is better to have many categories or just a few.

      I’ve been focusing on having just a few categories to keep things simple and the blog focused and on-brand, but sometimes I think that the readers would benefit from having more detailed categories

      I wonder what is your preference: few or many categories?

    12. avatar
      Dan Schawbel says:

      @Mario – It depends on your topic. My blog has many categories because it’s a fairly general topic. Again, it depends on what you’re going to be writing about and how you want to divide it up.

    13. avatar
      Silvana says:

      I’m now thinking how on earth am I going to have a picture for all my posts…great food for thought for a visual thinker like me.
      Thanks Dan

    14. avatar

      Well I’m guilty. I don’t include many links in my posts. I was thinking about doing it more and your post just confirmed that I need to do that.

      Great article with several tips I’ll put to use right now.

    15. avatar
      Realism says:

      Phenomenal information Dan, this has really happened me gain some insight to grow my blog.

    16. avatar

      Thank you Dan for the comprehensive Starter Guide to blogging. I’ve been blogging for a couple of years and have overlooked many areas that you bring to light here such as incorporating links into the blog and adding pics.

    17. avatar

      Thanks for sharing this content with all of us, i have learnt one key thing: use one key color through out your blog post.I think i should start doing so.You are a blessing

    18. avatar
      Michael Moran says:

      Very helpful thanks Dan

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