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Author's profile photo Michael Mankowski

A Cookbook for Blogging

Blogging is garnering a lot of buzz at SAP and every few days I get questions from colleagues, asking, “How and where do I start.” For those of you interested in blogging, this post is for you.

How to Write a blog Post: A Simple Formula to Followby Rachel Sprung provides wonderful guidelines for bloggers, whether you are new or experienced, and provides nine easy steps to follow towards your personal blogging success. Below, I have summarized the article with some of my own commentary.

Time to Start: Goals

What is your goal? For example, the goal of this blog is to summarize information of interest. Other goals can include, expressing your opinion on an issue, kicking off a campaign, building brand awareness, sharing expertise, sharing best practices, creating a discussion, or celebrating a customer? Understand what you want to do. Write your goal on a sticky note, and post it on your laptop screen.

The 9 Step Process

Step 1 – Think about your audience. Who are they, what are they looking for and what are they interested in? Is there a persona you are looking to address? What action are you looking for readers to take after they read the post?

Step 2 – Pick your topic and focus (maybe use another sticky note.) Whether it is Ayn Rand, ranking employees, or hot dogs, centering on a topic helps you keep you on point.

Step 3 – Bring in the hook. The introduction is critical. Write something that engages the audience and keeps them asking for more.  Make it personal  so readers can connect with and identify with the content.

Step 4 – Organize. Make a short outline with three summary points.

Step 5 – Write, write and write.  Just remember it is easier to remove words as you edit. When you finish your first draft, file the post away for a day or two. Edit and then read it out loud.

Step 6 –   Format and make the content pleasing to the eye.  Use subtitles and bold font to introduce new sections. There is nothing worse than a blog post of 1,000 words in three paragraphs.  Break up the content add some pictures. White space sells!

Step 7 – Include a call to action at the end. Where do you want the reader to go from here? <Remember Step #1>. Provide links to more information, a link to a Webinar registration page, a link to a video, or at minimum links to your Twitter and LinkedIn profiles.

Step 8 – Optimize for SEO (Search Engine Optimization). Remember the adage, “If a tree falls in the woods and no one is around, does it make a noise?”  Similar for a blog – if a blog cannot be found by a search engine, will anyone read it? Recommendations are to include keywords in your title in your first sentence, your last paragraph and throughout the post.  Use a site like to identify keywords to sprinkle about the post. Also include links to related content (blogs, homepages, videos, etc.)

Step 9 – Create a cool title. Edit your title and include keywords, make it catchy and engaging.

Follow these steps and you are on your way to being a world class blogger.

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      Author's profile photo Former Member
      Former Member

      Hi Micheal,

      Often thought of blogs, but how to write & what contents make it more cool were the most concerned thoughts within me. Thanks for the helpful tips.



      Author's profile photo Michael Mankowski
      Michael Mankowski
      Blog Post Author

      Hello Siraj - One of the simplest ways to get started is to write a summary blog, just like this post.  Read an article and summarize the main points.  Readers appreciate brevity and any commentary you can provide.  Another option is to create an opinion piece.



      Author's profile photo Jason Lax
      Jason Lax

      Great tips! This might be helpful for SCN bloggers RE #8: SEO Cheat Sheet for SCN

      Author's profile photo Michael Mankowski
      Michael Mankowski
      Blog Post Author

      Thanks Jason!  +1

      Author's profile photo Michael Mankowski
      Michael Mankowski
      Blog Post Author

      Check out this post on blogging - very extensive and prescriptive.