TypePad for Dummies - Interview and Q&A with Authors

What's your burning question about blogging?

It's my pleasure to introduce you to Shannon Lowe and Melanie Nelson, the authors of the just-published TypePad for Dummies [affiliate link]. What better way to learn about why and how this book came about than to have a blog-based interview on a TypePad blog!

On April 7, 2010, you are welcome to post your blogging and TypePad questions for Shannon and Melanie. You can ask any questions, their expertise is not limited to the TypePad platform. Be sure to read the entire interview...there's a gift for you at the end of the post! And don't forget...post your blogging questions in the comments section below.

Without further ado, here's my interview...

1. What inspired you to write TypePad for Dummies and what is the primary take-away you want readers to get?

When Wiley approached us to write the book, we were excited because, although TypePad has an extensive help section (called the Knowledge Base), we knew there was an opportunity to give readers a little something extra, like advice on blog etiquette, using Google Analytics, and basic mistakes to avoid as a new blogger. TypePad is an excellent platform for bloggers who want to have more control over their blog than Blogger allows, but not quite the responsibility of a WordPress.org blog. TypePad allows you to customize your blog without doing any actual coding yourself (though that's an option too).

2. The book is really a very detailed tutorial. How long did it take you and what were the challenges you faced while writing the book?

We were really lucky to be working together. Melanie's a technical writer and thinks in bulleted lists so the instructions were second nature to her. Shannon's gift is to soften Melanie's terse instructions and make them interesting and fun to read. We started writing the book in July and everything went to print in December, then hit bookstores in February.

Writing the book was challenging at times, as all worthwhile projects are. The biggest challenge we faced was that TypePad was literally changing the software as we were documenting it. There were several times we had to re-write whole chapters to correspond with the new features. Of course, it was worth it because this was the first significant upgrade to the TypePad software.

3. How long have each of you been blogging, what do you blog about and do you use TypePad? ;-)

Shannon: I write at Rocks In My Dryer (www.rocksinmydryer.net), a lighthearted personal blog mostly about parenting. I’ve been at it for nearly five years (most of that time on TypePad—I’m a big fan!). I’ve actually scaled back a bit at my own blog for the time being to work on some other projects. I’ve also written regularly for other group blogs, including Parenting.com and BlogHer.com.

Melanie: I've been working with online media since 1995. I started blogging in 1998, stopped, then started again in 2004. I currently own BloggingBasics101.com and write a weekly column on Tech/Web at BlogHer.com. Blogging Basics 101 is housed on WordPress, but I've blogged on all of the major platforms (Blogger, TypePad, and WordPress) at some point or another. I ended up on WordPress simply because I like to get into my code and mess things up to see if I can fix it. Which is why I think TypePad is such a good option for some bloggers: not everyone wants to mess things up and TypePad lets you tweak things (like customizing your design) without having to deal with the core platform code.

4. What role do you see for blogging in the near and long term? Is blogging dead or does it still have a place in social marketing?

Melanie: Don't they tell us that blogging is dead at least once a year? Blogging isn't dead, but it is evolving. It's certainly more marketing-centric. Even bloggers who started just so they could have a voice have begun promoting products, selling their own products (like a book, ahem), or working with companies to advertise. Those aren't bad things, but as bloggers, we need to be aware of expectations -- those of readers, the companies we work with, and our own. It's a good idea to have your rules and guidelines in place and know where you want to steer your blog.

In the long-term blogs won't be stand-alone any more. They are already becoming a single component of a larger social marketing strategy for companies. I think we may see social media merging more effectively in the coming years. For example, with more people customizing their Facebook fan pages, more and more companies will begin to integrate their blogs with those pages (not just pulling in the feed as you can do today, but actually blogging and interacting more fully).

Shannon: I don’t think blogging is dead, but I think it’s radically changing. Even just a few short years ago, only a fraction of the blogs existed which exist today—this means, of course, that competition for readership is up drastically. I once heard someone wonder aloud if we were all so busy writing blogs that we’d stopped reading them, and thus losing the slower-paced feel of community that existed in blogging’s earlier days. It’s a valid point, but I think today’s bloggers will adapt to the new way of things. I think the stiffer competition will force bloggers to focus even more on producing excellent content that is ethically sound and valuable to the community at large—and that’s a good thing!
 

5. What are your recommendations for how to make blogging profitable?

Well, we discuss this at length in the book, but the harsh reality is that making an entire living solely as a blogger is a rare phenomenon. It can certainly be a nice secondary income, but I’d recommend that a new blogger keep realistic expectations. I think most of the people making substantial income on blogging are those who use their blogs as one “leg” of a larger platform—i.e., a showcase for their work they’re doing elsewhere.

I do think blogging is an excellent tool for a small-business owner, in particular, to give customers a behind-the-scenes and upfront look at their product/business. In that sense, I think blogging can be very profitable—when you consider the minimal expense involved in blogging, that’s some pretty cheap advertising!

6. What's your take on the personal vs. professional on a blog? How much is too much when it comes to sharing personal information when you're using a blog for business?

This is ultimately a matter of personal conscience, of course—each blogger has to make a decision based on what works for him or her, taking into consideration the type of business they have and their own personal set of privacy boundaries. It would probably be wise to consider what type of business you’re running. Many craft bloggers, for example, who are running a successful online shop of their products, host blogs that are very personal and conversational in tone.

I think that works well, since their product itself is personal and artistic in nature. For a different kind of business, that kind of back-and-forth between personal and professional might not be as natural. At the end of the day, I think the best idea is to be consistent. If you’re a professional blogger who occasionally (but consistently) interjects personal tidbits, your readers will expect it and find it less likely to be out of place.

Bottom line? It’s your blog, and you have to live with the content/tone/amount of work required. If you’re comfortable with it, your readers are much more likely to be!

7. What is your #1 tip (one from each of you) for a professional who is just getting started with a blog for their business?

Melanie: Invest in a good design. The face of your blog matters and that first impression will determine whether your visitor sees your professionalism or a fly-by-night company who's trying out blogging to see if it works. If I'm looking at your company, I want to see someone who is embracing online technology, not treating it like a fad.

Shannon: I think it’s healthy to have a set of guidelines and boundaries in place, keeping in mind, of course, that these will evolve as you grow as a blogger. For example, sit down and think through how you’ll handle some particular blogging issues: will you reply to every e-mail and comment? How much time will you spend on this weekly? Will you host product reviews? Will you accept advertising in your sidebar? Will you delete anonymous or attacking comments? Thinking through this ahead of time (even if you change your mind later) will help you define your work, and it might preserve a little sanity for you!

About the Authors:

Melanie Nelson has a master's degree in technical writing and has been working with online media since 1995. Her web site, BloggingBasics101.com, is a top resource for beginning and intermediate bloggers and is listed as one of the Top 10 Blogs on Blogging by Blogs.com and as one of the 100 Top Freelance Blogs. She is a technology contributing editor at BlogHer.com and she has taught beginning blogging classes at conferences such as BlogHer, Blissdom, and I_Blog.

Shannon Lowe has been a TypePad blogger since 2006, writing the award-winning parenting blog Rocks In My Dryer. She is a freelance writer whose work has appeared in books and magazines such as Good Housekeeping, Parenting, Chicken Soup for the New Mom's Soul and The Social Cause Diet. She has been a guest speaker at several blogging conferences, including BlogHer, Blissdom and SheSpeaks. In February of 2008, she and a team of U.S. bloggers traveled to Uganda with Compassion International to live-blog their child advocacy work.

Now, before you post your questions for Melanie and Shannon, here's a gift..a free chapter from TypePad for Dummies - Chapter 4: Touring the TypePad Dashboard

Comments

[Denise Wakeman]

I'm delighted that Shannon and Melanie agreed to answer your blogging questions. Post them in the comments and throughout the day on April 7, they'll stop by and respond.

Blog on!

[Tony Faustino]

Denise, thank you for this highly informative interview with Shannon and Melanie along with the free chapter from the book - how very cool! I was scrolling through the Table of Contents provided and it looks like there's some great advice on leveraging TypePad Lists and Adding Images to Your TypePad Sidebar (both are enhancements I'd like to learn).

[Shannon]

Tony, we gave special attention to both those issues, because they're questions we've both received so many times! It's NOT hard to do, truly--the tutorial in the book should walk you through the processes quite easily.

[mollyc]

I am blogging not for business, but just as an outlet as a writer. I am an Erma Bombeck type. I just want to get more readers. I am at about 2000 hits a month now. What things can I do to increase readership? I have no interest in making money by blogging, and I have no "junk" on my blog. I have a blogroll that features some of my friends and favorite blogs. Advice?

[Shannon]

Molly, it sounds like you're already on the right track. Many bloggers get so focused on finding "gimmicks" to increase readership that they lose focus on the real reason they started: providing well-written content. It sounds like you have your focus firmly placed there already!

Continue your firm commitment to your writing, and find ways to engage elsewhere in the community (leaving comments for others, etc.). I see that you're a professional writer as well; when you publish something, consider asking the publication if they can include a blurb at the end of your piece that says "You can read more of Molly's work at her blog, etc."

Also, look around and see if you can post on another blog. Many bloggers are eager to accept guest posts (particularly when they have to be away for an extended period of time). This is a great way to introduce new readers to your writing, and they might just follow you back to your blog!

Good luck!

[mollyc]

Thanks for the advice. I will keep on keeping on!

[Sheryl]

What's your advice for building a community and encouraging people to engage? I'm going to be managing a B2B blog that isn't getting much in the way of comments right now. What's your tip on how to get the conversation started and increase traffic to the blog?

Also, do you prefer Typepad over WordPress and why?

Thank you!

[Zan Packard - The Adventurous Introvert]

Hi, thank you for helping us understand what we are doing a little bit more :-)
I am currently blogging with blogspot.com and want to change to either Type Pad or Word Press and use my own domain name. Since I will be doing the designing myself with limited experience, which one do you recommend for ease of use for the novice? I am a writer and will be promoting my new book as well as have a web site appearance (I already have a site and will convert it. I'll check back often for your responses to this and others. Thanks again, Zan

[Melanie Nelson]

Sheryl,

I always try to explain to people that there isn't a magic trick to establishing community. It takes a *lot* of time to build up loyalty, establish your authority, and get your brand out there.

The first thing you need to do is be part of the community. Ensure you aren't just broadcasting your own information, share good info from other sources.

Try to respond to your reader comments as much as possible. Your visitors really like to know you've seen their comments and acknowledged their input. However, as your blog grows, you may find it impossible to respond to every comment; right now, though, if things are a little slow, participate in the comments at your own blog. Then make sure you're visiting the blogs in your community/niche and commenting there as well.

Sometimes getting your audience to engage is hard. You can start by asking them questions related to your post--ask them to weigh in with their opinions. Or ask them to leave a link to something they've written about that relates to your post. If that's not working, look at your topics and how they relate to what people are discussing online (check Twitter trends for a start) and start addressing those topics (as they relate to your niche).

[Shannon]

I'll confess to being biased (when I started, I was also a beginner with limited experience!), but I think TypePad would be a great fit for you. You can do a surprising amount of design tweaking on TypePad WITHOUT having any real code knowledge--our entire Chapter 11 in the book is devoted to that very subject. TypePad is definitely aimed at bloggers who want a hassle-free blogging experience. Good luck!