Note to MBSW MBA students
These notes are provided for general contribution to LWD. You will find specific information on writing a blog post within your course instructions, which have slightly different requirements to the following
Get a feel for the LWD house style
Over 600 blog posts had been published on this site by January 2011. A house-style had emerged. New authors are encouraged to find the sort of post they would like to emulate and follow its structure, using the hints suggested here.
Write in clear English
LWD posts have been modelled to some degree on the style to be found in that excellent publication The Economist.
Use a plain (‘vanilla’) format if you are an inexperienced blogger
A plain (sometimes disparagingly called a vanilla) format is recommended for inexperienced bloggers to submit material to LWD. A simple word document will do.
Can I submit in WordPress format?
Yes. Experienced authors can prepare a post using a document prepared for saving as a WordPress post.
To do this, you first have set up your own WordPress blog, and write to its Edit Post facility. The result will then have all WordPress embeds (bold, itals, even images). You can publish on the same blog, and/or save and paste the content to submit to LWD.
Length of post
Our typical posts are about 600 words long. We welcome briefer posts (it’s harder to be concise than to be verbose). We rarely accept extended posts, as these may be too contrary to LWD style.
Write about a single issue
A post in LWD typically examines a single issue (not a range of diverse personal thoughts, as might appear in a diary e-journal).
The topic or issue that you write about will have a central idea which often connects with a contemporary news story. Sometimes a quote from the earlier text helps. By adding a link to that post you retain important accurate information.
Create a simple clear title
The title should explain the story. Descriptive titles are to be preferred over displays of creativity which may be ignored by many web surfers who might be interested in the point you make in the actual post. Short titles are better than long ones. [Experienced writers sometimes use long titles for creative impact.]
You can (and are advised to) add value for the reader to the contemporary story you are dealing with. You can add value by taking a news item further, drawing on personal experience.
Another good way of adding value is to show how the story you are writing about connects to some prevailing concept of leadership.
Find an interesting topic
It a topic interests you, it is likely to interest others. Get into the habit of story-telling, which is a skill you can develop through writing, but also through conversations as well as more formal presentations. You can see the news stories which caught the eye of the Editor by looking at the entries saved to del.icio.us (on the Right Hand side-bar of every LWD post).
Use a taster to focus your writing
The first paragraph or taster is often picked up by web-searches. A brief introduction which acts as an invite or teaser (‘there’s more to come’) helps. Forty words or less is to be preferred. This will appear in Bold face in the published post.
It is a good habit to be self-critical and edit your post as if it were to be submitted for a prize. It’s worth the effort. The ‘right first time’ approach rarely works. For example, this page will be saved in draft form, and re-drafted to smooth out the worse parts of the style with help from spell checker and sometimes colleagues.
This advice is particularly important if you want your post to attract interest and maybe be re-sent to others (the basis of viral marketing).
Add value through a few links
Key items for web-searchers are the links you create in your post. If you don’t know, a link or URL is made by pasting the identifier (URL) of any web story you refer to. The URL is what is clicked to get a reader of the post back to the story.
The process is the same as cutting and pasting any piece of computer-generated text.
Breaking the rules
Creative writing breaks rules. You may want to break some of the rules in the interest of producing your personal style or just to be different. This is how innovation occurs. On the other hand, the rules help get you started, and increase your chances of a smooth process of acceptance of your posts.
Tags are the DNA elements of your post. They are a way in which search engines latch on to web content and for you to search pages of LWD. Try to capture the story with four or five tags (words or key phrases). Add the tags in a final line:
Blogging, Leaders we deserve, WordPress, copy writing, leadership, global issues would be candidate tags for this page
You can provide information briefly about yourself as you might do for any social media site. See posts in LWD for examples. The information is added to the end of the post.
How to submit your proposed post
You can submit your proposed post at present by email [email@example.com], or you can send a comment to any LWD post, indicating your interest in providing content for a future post.
To go more deeply