The Backbone Theory

I've discussed this with a variety of you out there over time, but I'd never tried to put a name to this concept before. I've decided to call it the "Backbone Theory" ... just cuz.

Basically, it's a method for constructing your blog so that it puts the needs of your readers first and foremost, yet gives you the freedom to improvise as much as you like.

Will it fit all bloggers? No. It's not designed for what I tend to call "online columns," which have their places, too ... but those are more for entertainment and opinion than a good news blog. (Although the BEST blogs cover those areas, too, as we shall see.)

If your thinking of starting a blog, go over this list very carefully. If you already have one, think hard about incorporating the suggested structures into your routine.

It can only help.

The five basic principles:

1.) Identify your audience (The answer "everybody!" isn't gonna cut it anymore)
2.) Figure out what those people need
3.) Tailor the blog to those needs
4.) Establish a routine
5.) Structure your improvisations

Taken one by one:

1.) Identify your audience:

Let's say you want to launch a blog about video games. Big subject. Narrow down who you imagine your reader will be: Casual gamers? Weekend console warriors? Hard-core nutjobs? Developers?

What matters most in this equation? You.

If you don't know a dev-kit from a joystick, don't pretend to appeal to developers. If you're familiar with the industry from a business/technical standpoint, targeting developers might be a good idea.

You have to be honest with yourself, and try to reach people who are like you. Make sense?

In our example, let's say we're setting up a blog to appeal to casual gamers. Does that mean you don't cover anything BUT casual games? Not at all, but you have to keep in mind who you're shooting for. Casual gamers don't need to know heavy-duty technical specs on a new graphics card ... but they do probably want to know how that card might affect their favorite games.

2.) Figure out what those people need:

Are you taking a massive subject that would be served best by a daily digest of news stories from all around the Web?

Do your readers need suggestions for new products, new sites to visit or insights into a specific item from the day's news?

Think long and hard about what will make your blog USEFUL. Think long and hard about how your blog will IMPROVE PEOPLE'S LIVES ... even in a trivial way, if that's what it comes down to.

Charming and funny are nice, too, but that's window-dressing. We have to provide utility first and foremost.

And never be afraid to teach. Newspaper folk, in particular, tend to assume massive amounts of institutional knowledge in their readership, and that may be a much more difficult assumption in the days of multi-tasking and media saturation. Explaining the WHY may be the most valuable utility of all.

3.) Tailor the blog to those needs:

This might seem redundant, but it's more an execution of the mindset from No. 2.

Build a routine that covers the basics of your target group. Is a daily news roundup useful? Is it feasible? Is weekly enough?

Again, be honest with yourself.

Figure out a way to economically (in terms of your time and energy) serve those needs as often as feasible.

4.) Establish a routine:

I've said it once, I've said it a thousand times. If you're gonna blog three times a week, make sure you have the new entries up by the same time every one of those days.

If you're gonna blog daily (or more), make sure your CORE PURPOSE, the idea from Nos. 2 and 3, is posted by the same time every day.

In other words, if you're gonna blog Monday, Wednesday and Friday ... make sure you have your stuff up by, say, 9 a.m. each one of those days. Or noon. It doesn't matter when, necessarily, but make that your new deadline and STICK TO IT.

Only going to blog once a week? Make it by noon Monday. Or 9 p.m. Sunday. Again, it only matters that you adhere to a routine, not what that routine is.

This is the Backbone of your blog. The bare minimum. The structure around which everything else will be built.

5.) Structure your improvisations:

Once you've established your routines, it's time to get looser. Best way to do that (and prepare for the irony), is yet more structure.

In my experience, it's been very helpful to organize your approach around "themes" or "categories."

For the sake of an imaginary start-up blog, you could have a daily, 9 a.m. news digest, followed as needed by either "breaking news" sorts of items or — in lieu of those — something from a mental menu of possible topics. I'm just making these up, so they're REALLLLY general, but:

"New on the Web" (providing a new site relevant to folks following your topic)
"Product critique" (pretty much what it sounds like)
"Update" (follow up on a topic introduced in a previous entry)
"Reader comment/reply" (elevate a reader e-mail and/or comment into a full-post status ...)
"Something Completely Off-Topic" (Feel free to be whimsical ... once your blog's purpose is clear and established)

Need a more specific example? Fine.

When I used to blog about video games, my list looked something like this:

> News Items (a headline digest)
> Greatest Games (when stuck, I'd blabber on about a favorite game)
> Off-Topic Musings (self-explanatory ... often "Lost" and such)
> MMORPG (online role-playing lunacy)
> Demo Watch (I'd play a free demo and react to it)

I also evolved developing stories/controversies and long-form games I was playing into their own categories:

> Grand Theft Auto Controversy
> Star Wars: Galaxies
> Ultimate Baseball Online

So, whenever I was stuck, I'd go over that list and nine times out of 10, something would ring a bell.

If the utility is the backbone, this is the meat of your blog, and it's where you can really have more fun, too. Add and subtract categories at your will, too.

It's supposed to be dynamic, and, remember, your blog is more of a long-term project than it is a daily posting.