Digital playground

Tagged: Blogging

Blogging is for pros: a guide to successful blogging


📥  Event Review, Students' Union

Joining up with the Students' Union Skills Training, Ross Ferguson delivered an insightful presentation on best practice for blogging, covering communication principles and skills which can be applied to everyday applications rather than technical aspects. Topics including content design, editing, engaging with audiences, and evaluation.

You can watch a recording of the full session online.

blogging for pros


While the content was provided mainly for a corporate context, Ross briefly touched on the advantages of having a personal blog:

  • very fun and rewarding activity allowing for personal development
  • reflection of yourself by looking at old posts
  • provide a place for employers to verify who you are beyond your CV.

Ross gave examples of Huffington Post, TechCrunch and Mashable as the top three world blogs by revenue, however these make money from "blogging black magic" - clickbait and adverts. Examples of well written blogs which provide insight include Smashing Magazine, Inside Intercom, and the Foreign Office Blog were mentioned. On a more local scale, Zoomix at was mentioned as being a very well presented blog written by a PhD student at the University of Bath and is well worth looking at.

The importance of writing to suit your audience was a key theme throughout the session, highlighting the need to analyse who you visitors are and the content they wish to see. One of the University's most popular blogs by viewcount is Campus travel updates, and Ross stated how they have adapted their posts to provide a very short, concise useful updates after looking at analytics.


The University's marketing and communications team also provide blogging advice.


LITEbox/Students' Union Event: Blogging is for pros

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📥  Linked Event, LITEbox Event, Students' Union

Date: Tuesday 17 November 2015
Time: 6.15pm - 7.45pm
Venue: CB 5.13

There are a few spaces reserved on the door, so please turn up if you would like to attend.

Whether marketing new products, showing customers behind-the-scenes to build trust, or keeping your workforce informed, blogging is a mainstay of corporate communications. While anyone can start a blog, not everyone can make a success of it, and blogging skills are a much sought after commodity by employers.

In this session, the different uses of blogging in a corporate context will be explored and some best practice tips for blogging success will be shared using real-world examples of what works. Subjects will include content design, editing, engaging with audiences, and evaluation. This session is about communication principles, platforms and skills needed by everyone from technologists to generalists. These are timeless ways of thinking about communication with everyday applications.

At the end of this session, participants will be able to identify different types of blogging used in a corporate communications context, understand the skills required to manage a blog, and set objectives for an effective corporate blog.

Ross Ferguson is currently Head of Digital for the University of Bath, and formerly Product Manager for the Foreign & Commonwealth blog platform and author of blogging and social media guidance for UK Civil Service.