WRITE A

COMPELLING BLOG
LEVEL 4 PROJECT
TABLE OF CONTENTS

2 Introduction

3 Your Assignment

4 Assess Your Skills

5 Competencies

6 Starting a Blog

8 Privacy and Sensitivity

10 Creating Compelling Content

12 Review and Apply

12 Complete Your Assignment

13 Resources

TOASTMASTERS INTERNATIONAL
www.toastmasters.org

© 2016 Toastmasters International. All rights reserved.

Toastmasters International, the Toastmasters International logo, and all other
Toastmasters International trademarks and copyrights are the sole property
of Toastmasters International and may be used only with permission.

Rev. 11/2016 Item 8414

 INTRODUCTION

Blogging is an efficient, effective form of communication that can reach people

around the globe. Creating content for a blog builds skills to help you become a
stronger writer and communicator.

Publishing a blog also gives you the satisfaction of ownership over content, a
place for you to share your interests, and the opportunity to gain the support of
an online community.

In this project, you will learn the basic structure of developing and writing a
compelling blog, how to properly engage your readership, and the importance of
privacy and security online.

Page 2 WRITE A COMPELLING BLOG

YOUR ASSIGNMENT

Purpose: The purpose of this project is to review or introduce the skills needed to For all
write and maintain a blog. assignment
Overview: Post a minimum of eight blog posts in one month. Your blog may be
details and
new or one you have already established. You must receive approval from the requirements,
vice president education to blog on behalf of your club. Deliver a 2- to 3-minute review the
speech at a club meeting about the impact of your blogging experience. You may Project Checklist
choose to have your blog evaluated by members of the club. Submit your signed on page 13.
Project Completion Form on page 21 to the vice president education to receive
credit for this project.

Throughout this project you will see icons in the margins next to the text.
These icons indicate additional resources available online.

Video: Sign in to Base Camp to watch a video that supports

this project.

Interactive Activity: Sign in to Base Camp to complete an

interactive activity.

Resource: Sign in to Base Camp to view this resource

online.

WRITE A COMPELLING BLOG Page 3

ASSESS YOUR SKILLS

Evaluate your current skill level by rating each statement.

Select the appropriate number based on your skills today:

5 4 3 2 1
EXEMPLARY EXCEL ACCOMPLISHED EMERGING DEVELOPING

Pre-Project Statement Post-Project

I am confident that I can write compelling, appropriate

5 4 3 2 1 material. 5 4 3 2 1
I understand what type of information is appropriate to
5 4 3 2 1 share online. 5 4 3 2 1
I understand how to use the tools necessary to start a
5 4 3 2 1 blog. 5 4 3 2 1

5 4 3 2 1 I understand how to engage with blog readers online. 5 4 3 2 1

I recognize how this project applies to my life outside
5 4 3 2 1 of Toastmasters. 5 4 3 2 1

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COMPETENCIES

The following is a list of competencies that you will

learn and practice in this project.
■■ Demonstrate an understanding of the basic writing structure for blog posts.
■■ Develop well-written material for posting on your personal blog.
■■ Identify and manage information appropriate to share online.
■■ Display an understanding of how to properly engage and communicate with
readers online.

WRITE A COMPELLING BLOG Page 5

 STARTING A BLOG

CHOOSING A TOPIC
The first step in creating a blog is to choose a topic that matters to you. Choosing
a broad topic can help you begin to define your content. For instance, you may
choose to create a blog that focuses primarily on public speaking. With this broad
topic in mind, you can write about Toastmasters, books related to public speaking,
and your personal experiences.

When identifying your topic, consider your passions. The more you care about
your subject matter, the easier it will be for you to create varied content and
maintain your enthusiasm over time. Your topic can be anything—a hobby, a skill,
an opinion, or a collection.

Choosing a topic with fewer bloggers contributing to the blogosphere will help
you gain a unique following, though it is more important that you choose based
on your interests.

CREATING A TITLE

Topic
Once you have identified your primary topic, a strong title can act as a selling
tool for your blog. For many bloggers, their name is their brand. It is their
unique perspective on a single topic or multiple topics that draws people to
their site.

Keywords
Consider how your audience will locate your blog among the vast content
available on the web. If the primary topic of your blog is a specific issue or
subject, selecting a title that is reflective of your topic may bring people to
your site. Use keywords that mirror your main topic or themes.

Your Brand
For example, you may choose to use your name and your topic. A title such as
Siobhan Willett on Public Speaking can draw web searches for Siobhan Willett
and public speaking. A title such as Public Speaking for Young Professionals
can draw searches for public speaking, young, professionals, and young
professionals.

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 Research Use
It is a good idea to search your chosen title on the internet before you make
a final decision. Your title may be brilliant, but if it is already in use by one or
more blog sites, it is not a good choice.

Title Individual Posts

Making the most of the titles of your individual posts may also help to draw
people to your blog. As with the overall title, make sure you are including
enough information that connects to the topic when it is searched.

Consider Searchability
For example, if your blog post is a book review, list the name of the book and
the author in the title of your post. When people search the author, title of the
book, or reviews of the book, your site is more likely to appear near the top of
an internet search.

OPENING AN ACCOUNT
There are many decisions to make before you begin posting to your blog. The first
is selecting a blog publishing tool. A blog publishing tool is a website through
which you write and publish your blog. There are many tools available that offer
varying levels of service and variety of content. The sites range in expense from no
cost to a substantial fee.

Due to the rapidly changing pace of technology, blogging sites are not listed
here. Use the Blogging Basics resource on page 18 to help you research the tools
available in your geographic area that best meet your needs.

CONSIDER OPTIONS
Be sure to check for user reviews of any tool you consider. You will need
information about site functionality, user-friendliness, and general reputation.
User-friendly sites are easy to navigate and intuitive. Locate blogs that are
designed and run with the publishing tool you are considering to make sure you
find them easy to use. Design elements such as font, images, and animation are
specific to each site and can inspire you, but should not impact your decision.

As you become more skilled at running your blog, you will find that you can have
a broad scope of control over its appearance and functionality. From changing
images and fonts, to adjusting the size and functionality of site elements, most
blogging sites allow access to the programming code that controls the design
of your site. Your only limitation is your interest in learning how to make changes
and your willingness to do so.

WRITE A COMPELLING BLOG Page 7

 CHOOSE A TEMPLATE
When setting up your account, you may have the opportunity to select a template.
A blog template provides you with a general design layout for your blog.

The templates available can range from simple frames for posting images,
designs with large areas for displaying text, or complex designs with areas that
can be used for multiple elements. Choose a template that best aligns with your
intended content.

REFLECT YOUR CONTENT

A design blog might use a sleek, modern template with multiple areas for posting
images and small areas for text. A blog about literature could include more
space for text and a smaller area for links to other websites, such as the sites of
the authors or publishers discussed in each post. Look for a visually interesting
template that allows your content to be the center of attention.

RESEARCH PROVIDERS
Begin by searching the templates available on your blog publishing site. These
templates are often free or low in cost. If you are unable to find a template that
works for you and your intended content, you can extend your search beyond
what is available from your selected blog publisher.

Before you purchase any template from a source other than your publisher,
be sure it is compatible. You will need to research what is available in your
geographic area and chosen language to make an informed decision.

PRIVACY AND SENSITIVITY

THE POWER OF THE INTERNET

The internet provides users with a distinct benefit that other forms of
communication do not—a method for reaching a large number of people within
seconds. This is ideal for anyone trying to make an impact, but be mindful of the
possible consequences.

THE VIRAL POST

The success of a blog can be founded in a single post that is referenced by an
extended group of people around the country or world. This is often referred to
as a “viral” post. The term describes the speed at which information spreads. When
the reaction to a post or comment is generally positive, this can launch a career,
but if the content is ill-conceived or misinterpreted, it can be devastating to the
blog and the blog owner.

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CHECK YOUR RESPONSE
Though no blogger can anticipate a post or posts that will receive this type of
response, it is worth taking a moment to review your comments or blog entries.
Before you post, make sure you are comfortable enough with the content to
support it and respond to feedback or criticism in a very public forum.

KNOW YOUR OBJECTIVE

Regardless of the topic of your blog, there is potential for many people to read
your opinions. If the desired objective of your blog is to incite conversation, then
you may choose to write about issues that affect many people on a personal level.

BE PREPARED FOR DISAGREEMENT

When readers converse about your blog, it is a sign that you are producing
engaging content. No matter what your opinion, be prepared for readers who
disagree. You can respond to readers’ comments, rebut on-topic arguments, or
simply thank the commenter for reading your blog.

IGNORE DISRUPTERS
Unfortunately, some people hide behind anonymity online, using comment
sections of websites to unfairly attack others. Internet “trolls” are those who intend
to disrupt a forum by evoking an emotional response from participants. The most
effective way to handle an internet troll is by ignoring him.

Personal Data
Maintain a degree of sensitivity when blogging about your personal life.
Once material reaches the web, it is archived and searchable to anyone with
a computer. Never include full names, phone numbers, addresses, or specific
site details, unless you are promoting a specific event or business.

Discretion
For example, instead of saying you go to a specific coffee shop every day at
11 a.m., write that you are having your daily coffee at a local café. You may
blog about what you feel, what you’re doing, or what you care about, but
always keep privacy and safety in mind.

Consent
Avoid sharing identifying information about another person or business
without consent. Err on the side of caution when dealing with the privacy
of others. Be sure to secure permission before naming a person, business, or
group in a blog post or posting any image.

WRITE A COMPELLING BLOG Page 9

 CREATING COMPELLING CONTENT

The content of your blog is a reflection of your goals, interests, and personality.
Your followers will visit your blog because they want to read or see your posts. The
topics and content can change, but the tone and point of view will most often be
consistent.

Your posts can be inspiring, instructive, entertaining, humorous, or informative.

Readers are more likely to stay engaged when your writing is clear and well-
edited. Before you post, look at the appearance of your blog. Be sure it is visually
appealing and easy to read. For a blog post that is primarily text, check the
paragraph lengths. Most often, shorter paragraphs are best, especially for readers
who access your blog from mobile devices.

TYPES OF POSTS
Each type of post has a specific goal and most bloggers use a variety depending
on the topic.

Instructional
Instructional posts are written with the goal of teaching the reader how to
complete a task or understand a concept.

Informative
The intent of an informative post is to share knowledge with the reader.

Lists
There are many blogging sites that use lists as a means of communicating. A list
post can be informative, inspirational, or humorous. This type of post is flexible
and can be useful for any blogger wanting to vary his content.

Interviews
An interview post can be an exciting and interesting departure from the regular
content on your blog. Interviews can be posted as audio, video, or transcribed and
posted as text.

Reviews
Many bloggers review cultural content. A review is an expression of your opinion
on a topic or media. You may choose to review books, movies, magazine articles,
music, or other blogs.

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POSTING TIPS
Determine how you intend to maintain and post new content to your blog.

Set readers’ expectations. Some bloggers post every day. Others post once a
week. Determine the frequency and let your audience know how often they can
expect an update.

Post regularly. Most successful bloggers set a schedule and adhere to it.

Keep your content original. If you choose to post any content created by
another person, cite your sources.

Respond to your readers. People who leave comments on your blog appreciate
acknowledgement.

Be succinct. Shorter posts will often receive a better response. To enhance more
complex or lengthy content, build on ideas across numerous posts.

ENGAGE WITH YOUR READERS

Building a strong readership is the goal of most bloggers. To accomplish that
goal, you need to gain new followers while maintaining your existing audience.
Regardless of the size of your readership, the rules of success are the same:
Compose interesting posts and engage with your followers.

Engaging with your readership is as simple as responding to positive or

constructive comments. Take time to read comments and address them.
Sometimes, a simple “thank you” will suffice. Other times, comments might
indicate a desire to engage you in a confrontation. In these cases, use your best
discretion.

PROMOTE YOUR BLOG

Becoming a part of the larger blogging community can help you network and
build support for your blog. Use social media to promote your site by sharing
your posts. Read other blogs and comment on their posts. Share your thoughts,
feelings, and a link to your own blog in the comments section of blogs that
appeal to you or draw a similar audience.

Chances are, if you have a favorite blog, others like it too. Identify the content
choices made by the blogger that draw people to her site and look for actions
or choices you can emulate. Seek out experts in your area or within your internet
community. There is a wealth of information and resources available.

WRITE A COMPELLING BLOG Page 11

 REVIEW AND APPLY

Before you complete the assignment, take a moment to read through the
questions you see here. If you are not able to answer them comfortably, review
the project.

■■ What are the most important steps to take to compose a well-written blog
post?

■■ What steps will you take to ensure your privacy and the privacy of any person or
organization you may mention on your blog?

■■ What are some strategies for engaging readers in your online community?
■■ What is the best or most effective way to handle feedback on a blog post, both
positive and negative?

COMPLETE YOUR ASSIGNMENT

Now that you have read through the project, plan and prepare your speech or report.

Review: Return to page 3 to review your assignment.

Organize: Use the Project Checklist on page 13 to review the steps and add your
own. This will help you organize and prepare your assignment.

Schedule: Work with the vice president education to schedule your speech.

Prepare: Prepare for your evaluation. Review the evaluation resources on pages
15–17 and share all resources with your evaluator before your speech. You may
choose to share your evaluation resources online.

Page 12 WRITE A COMPELLING BLOG

 PROJECT CHECKLIST
Write a Compelling Blog

Purpose: The purpose of this project is to review or introduce the skills needed to write and maintain a blog.

Overview: Post a minimum of eight blog posts in one month. Your blog may be new or one you have already
established. You must receive approval from the vice president education to blog on behalf of your club. Deliver a
2- to 3-minute speech at a club meeting about the impact of your blogging experience. You may choose to have
your blog evaluated by members of the club. Submit your signed Project Completion Form on page 21 to the vice
president education to receive credit for this project.

This project includes:

■ Maintaining a blog and posting at least eight times in one month
■ The Blog Evaluation Form
■ The Project Completion Form
■ A 2- to 3-minute speech
Below are tasks you will need to complete for this project. Please remember, your project is unique to you. You may
alter the following list to incorporate any other tasks necessary for your project.

Start your own blog. Use the resources available to you online to find the information you need for
your geographic area. (If you already have an established blog, you may use it for this assignment.)




Make eight posts on your blog over the course of one month.




Schedule your speech with the vice president education. If you need longer to complete your
speech, you may give a 5- to 7-minute speech with the vice president education’s approval.




Write your speech to share your experience setting up your blog and posting on the site.



WRITE A COMPELLING BLOG Page 13
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 PROJECT CHECKLIST – Write a Compelling
PROJECT
Blog CHECKLIST – Write a Compelling Blog

Rehearse your speech.




Share the link to your blog site. You may choose to share with your entire club, your vice
president education, or your evaluator.




You may choose to have your blog evaluated by your club members. Distribute the Blog
Evaluation Form to members so they may give you feedback about your blog.




Following the delivery of your speech, submit your Project Completion Form to the vice
president education to verify you completed the assignment.




After you have completed all components of the assignment, including your speech, return to
page 4 to rate your skills in the post-project section.




Additional Notes





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© 2016 Toastmasters International. All rights reserved. Toastmasters International, the Toastmasters International logo, and all
other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be Page 2 of 2
used only with permission. Rev. 5/2016 Item 8414C
 EVALUATION FORM
Write a Compelling Blog

Member Name Date

Evaluator Speech Length: 2 – 3 minutes

Speech Title

Purpose Statements
■ The purpose of this project is for the member to review or introduce the skills needed to write and maintain a
blog.
■ The purpose of this speech is for the member to share some aspect of his or her experience maintaining a
blog.

Notes for the Evaluator

The member completing this project has spent time writing blog posts and posting them to a new or established
blog. The blog may have been personal or for a specific organization.

About this speech:

■ The member will deliver a well-organized speech about some aspect of his or her experience writing, building,
or posting to a blog.
■ The speech may be humorous, informational, or any style the member chooses.
■ The speech should not be a report on the content of the “Write a Compelling Blog” project.
■ The member may also ask you and other club members to evaluate his or her blog. If the member wants
feedback on his or her blog, complete the Blog Evaluation Form.

General Comments
You excelled at:

You may want to work on:

To challenge yourself:

WRITE A COMPELLING BLOG Page 15

Page 1 of 3
EVALUATION FORM – Write a Compelling Blog
EVALUATION FORM – Write a Compelling Blog

For the evaluator: In addition to your verbal evaluation, please complete this form.

5 4 3 2 1
EXEMPLARY EXCELS ACCOMPLISHED EMERGING DEVELOPING

Clarity: Spoken language is clear and is easily understood Comment:

5 4 3 2 1

Vocal Variety: Uses tone, speed, and volume as tools Comment:

5 4 3 2 1

Eye Contact: Effectively uses eye contact to engage audience Comment:

5 4 3 2 1

Gestures: Uses physical gestures effectively Comment:

5 4 3 2 1

Audience Awareness: Demonstrates awareness of audience engagement Comment:

and needs

5 4 3 2 1

Comfort Level: Appears comfortable with the audience Comment:

5 4 3 2 1

Interest: Engages audience with interesting, well-constructed content Comment:

5 4 3 2 1

Topic: Shares some aspect of experience creating, writing, or posting to his Comment:
or her blog

5 4 3 2 1

Page 16 WRITE A COMPELLING BLOG

Page 2 of 3
 EVALUATION CRITERIA
Write a Compelling Blog

This criteria lists the specific goals and expectations for the speech. Please review each level to help you complete
the evaluation.

Clarity 3 – Demonstrates awareness of audience

5 – Is an exemplary public speaker who is always engagement and needs
understood 2 – Audience engagement or awareness of audience
4 – Excels at communicating using the spoken word requires further practice
3 – Spoken language is clear and is easily understood 1 – Makes little or no attempt to engage audience or
meet audience needs
2 – Spoken language is somewhat unclear or
challenging to understand Comfort Level
1 – Spoken language is unclear or not easily understood 5 – Appears completely self-assured with the audience
Vocal Variety 4 – Appears fully at ease with the audience
5 – Uses the tools of tone, speed, and volume 3 – Appears comfortable with the audience
to perfection 2 – Appears uncomfortable with the audience
4 – Excels at using tone, speed, and volume as tools 1 – Appears highly uncomfortable with the audience
3 – Uses tone, speed, and volume as tools
Interest
2 – Use of tone, speed, and volume requires
further practice 5 – Fully engages audience with exemplary, well-
constructed content
1 – Ineffective use of tone, speed, and volume
4 – Engages audience with highly compelling, well-
Eye Contact constructed content
5 – Uses eye contact to convey emotion and 3 – Engages audience with interesting, well-
elicit response constructed content
4 – Uses eye contact to gauge audience reaction 2 – Content is interesting but not well-constructed
and response or is well-constructed but not interesting
3 – Effectively uses eye contact to engage audience 1 – Content is neither interesting nor well-constructed
2 – Eye contact with audience needs improvement Topic
1 – Makes little or no eye contact with audience 5 – Delivers an exemplary speech about some
aspect of experience creating, writing, or posting
Gestures to his or her blog
5 – Fully integrates physical gestures with content to 4 – Delivers an excellent speech about some aspect
deliver an exemplary speech of experience creating, writing, or posting to his
4 – Uses physical gestures as a tool to enhance speech or her blog
3 – Uses physical gestures effectively 3 – Shares some aspect of experience creating,
2 – Uses somewhat distracting or limited gestures writing, or posting to his or her blog
1 – Uses very distracting gestures or no gestures 2 – Mentions some aspect of experience creating,
writing, or posting to his or her blog, but does
Audience Awareness not fully address
5 – Engages audience completely and anticipates 1 – Delivers a speech on a topic other than some
audience needs aspect of experience creating, writing, or posting
to his or her blog
4 – Is fully aware of audience engagement/needs
and responds effectively

WRITE A COMPELLING BLOG Page 17

© 2016 Toastmasters International. All rights reserved. Toastmasters International, the Toastmasters International logo, and all
other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be Page 3 of 3
used only with permission. Rev. 5/2016 Item 8414E
 BLOGGING BASICS

Choosing a Publishing Website

If you need further information on the blog publishing sites available in your region, begin by searching the
following keywords on the internet:
■ Free blog websites
■ Free blog publishing websites
■ Free blog hosting websites
■ Creating a blog
Before you choose a blog publishing website, visit blogs to determine which you like best and why. You may find
you like the layout and style of one blog over others. Search for and analyze the blogs of people you admire, blogs
about topics that interest you, or blogs that have won awards.

As you visit blogs, try to answer the following questions to make an informed decision:
■ Which blogs do you like best and why?
■ Determine the publishing sites of the blogs you admire. Do you tend to prefer one publishing site more than
others?
■ Take note of the blog templates, or the way content is organized on the blog. What do you like about the
design and layout? Does it fit the topic of your blog?

Creating Your Blog

After you choose a publishing site, you are ready to create your blog. Most publishing sites offer tutorials or
instructions on how to create and design a blog. If this information is not readily available to you, search the
following keywords on the internet:
■ Creating a blog with [name of publishing site]
■ Designing a blog on [name of publishing site]
■ Blog templates for [name of publishing site]
■ How to post to [name of publishing site]

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other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be Page 1 of 1
used only with permission. Rev. 5/2016 Item 8001
 BLOG EVALUATION FORM

Member Name

Blog Title

Please review the member’s blog and evaluate it based on the criteria listed below. Take a moment to include
examples wherever possible.

Using the scale provided below, please circle the number that best reflects your rating of the member’s blog.

5 4 3 2 1
STRONGLY AGREE NEITHER AGREE DISAGREE STRONGLY
AGREE NOR DISAGREE DISAGREE

Topic: The topic of the blog is clear. Comment:

5 4 3 2 1
Design: The design and layout aligns well with the content of the blog. Comment:

5 4 3 2 1
Well Written: Posts are well-composed and contain few Comment:
grammatical errors.

5 4 3 2 1
Varied Posts: Member varies the types of post to fit the content of Comment:
the article. (E.g. informational, list, interview, review, etc.)

5 4 3 2 1
Post Frequency: The time gaps between posts are generally Comment:
consistent.

5 4 3 2 1
Engagement: The member engages with readers by responding to Comment:
or acknowledging their comments.

5 4 3 2 1

WRITE A COMPELLING BLOG Page 19

Page 1 of 2
 BLOG EVALUATION FORM BLOG EVALUATION FORM

What do you like best about this blog?







How would you recommend the member improves the blog?







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other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be Page 2 of 2
used only with permission. Rev. 5/2016 Item 8039
 PROJECT COMPLETION FORM

I completed all components of my “Write a Compelling Blog” project. This includes creating a new blog or
maintaining a current blog, as well as posting a minimum of eight times in one month.

Member Name

Member Signature Date

WRITE A COMPELLING BLOG Page 21

© 2016 Toastmasters International. All rights reserved. Toastmasters International, the Toastmasters International logo, and all
other Toastmasters International trademarks and copyrights are the sole property of Toastmasters International and may be Page 1 of 1
used only with permission. Rev. 5/2016 Item 8050K
www.toastmasters.org