The essence of a successful blog is an honest, “behind the scenes,” authentic look at your views on something. Whatever your blog is about – religion, media, sports, politics, culture – whatever – the first principle is that it’s from YOU. It needs to be real, and it needs to be personal. Right now, too many people – especially pastors – are simply hiring someone to cut and paste excerpts from their sermons, books, or other materials into their blog.
Obviously if you’re such a big name that people clamor to hear anything you have to say, you’ll still get readers. But if not – or if you’re trying to build your reputation, brand, platform, or message, then you need to write your comments yourself and they need to be written primarily for the blog. You can tell in a heatbeat those pastors and religious leaders who have blog ghostwriters, editors, or assistants simply pulling other material and inserting it into the blog. It sounds canned, too perfect, and bookish.
Blogs shouldn’t be so perfect. They should be a little rough around the edges, imprecise, and casual. Remember, an interesting blog is really more like an online diary and the people reading it are expecting the kind of thoughts, ideas, and writing they wouldn’t find in any of your books or sermons. Get personal, and get real.