Translating Subject Matter Expertise into Great Blog Posts

MVaccariGuest Post By Dr. Mario Vaccari, faculty member, Transportation and Logistics Management at American Public University

I am a supply chain professional. My knowledge of the field has allowed me to have a successful career and serve as a professor. I have written and successfully defended a dissertation, but writing 500-word blog posts continues to be one of the most challenging ways for me to share what I know. I have developed a few strategies that will help any expert to create great online content.

When I think about translating my expertise into a blog post, a few things cross my mind. First, who is going to be my target audience? Second, how do I share my experience in a way that keeps my audience interested? Finally, how is this sharing of information going to provide value?

Identifying the audience is fairly easy. For example, I could do a simple Google search to pinpoint supply chain or project management blogs. There are in fact several of these blogs available. Most have a good description of who reads the blog.

Understanding the audience is not enough. I have to work to get and keep their attention. Whenever I write, I always consider what one of my doctoral professors told me, “always keep your writing simple.” How can I expect to keep my audience interested if I use long and complicated terms to understand? I write in a way that quickly gets to the point so I don’t lose the reader.

Providing value takes work. Brainstorming can be productive but is not the most effective method for me. I like to draw from conversations and questions people ask me.

For example, in today’s global environment, managing both virtual global and local project management team members poses special challenges. I could help professionals to find effective strategies by offering a list and/or guide of these special considerations and adding resources for further learning on the subject.

For blogs and most other online content, you can’t get too deep on the subject. You just won’t have the reader’s attention long enough. My approach is to cover the high-level points and provide further resources. A simple table or chart also goes a long way. Many online readers are visual learners.

One last and important factor to take into account is that what you share will be a direct reflection of your expertise. This being said, your information must be accurate or you run the risk of losing credibility. So start thinking today about some practical ideas that you can share with the world!

About the Author: Dr. Mario Vaccari works as a project manager for LED-FastStart, which is ranked the nation’s No. 1 workforce development program. For over four years, he has managed several logistics and manufacturing projects across Louisiana. The rest of his work experience has been in the operations, supply chain, logistics, and training/development fields. Additionally, Dr. Vaccari has over seven years of online teaching experience.