A literary explorer’s guide to blogging

In October 2011, I registered the domain name ayearofreadingtheworld.com and started this blog. I didn’t know it then, but the website would change my life.

The original quest to read a book from every country in the world in a year turned out to be mind-blowing in ways I’d never anticipated: it reconfigured my imagination, reading and writing, and brought me into contact with authors, translators and readers around the globe. What’s more, the international following this blog received initiated a stream of thrilling invitations and opportunities that continues to this day.

Highlights from the past eight years include speaking at TED Global and the launch of my career as a published author, now with three books to my name.

With much of the world on lockdown for the foreseeable future as a result of the Covid-19 pandemic, it strikes me that many people might use the time at home to start a blog. As such, I thought I’d share some tips gleaned from my experience. Feel free to add yours at the end!

  • Choose an obvious name It can be tempting to be funny or clever with website titles. That’s fine if you’re setting up something just for yourself, but if you want to create a site that will appeal to a broad range of people, you need to make sure that no-one feels excluded by in-jokes that don’t translate. A simple, clear name that gives some idea of what your blog’s about is good. It also means that if someone searches for your subject area, your site will have a chance of featuring in the results.
  • Be specific There are hundreds of millions of blogs out there and an awful lot of them are brain dumps. Again, that’s fine if you’re just looking to make a site for your amusement (and of course there are some blogs like this that draw huge numbers of readers), but if you’re keen to develop something with greater reach, this approach will make it harder for your website to find an audience, at least at first. A better strategy is to pick a specific interest, goal, or issue and focus on that. You can always broaden out further down the line.
  • Keep it simple It’s possible to spend hours and a lot of money on designing your blog (and most platforms offer technical guides and support with using their tools – also, often, for a fee). However, my advice would be to avoid unnecessary embellishments – at least until you have more of an idea of whether blogging is going to become a habit. Select a basic template and start drafting your first post. Use (properly credited) pictures to illustrate your posts if you have them, but don’t worry about sticking to text if no obvious illustrations suggest themselves. If you want, you can add more images and upgrade the site once you’ve got a better idea of what works and how people use it.
  • Start small When you launch a blog, it can be tempting to contact everyone you know and tell them to check it out immediately. Indeed, this is what I did when I published my first AYORTW post in October 2011. If you’re not launching a project that needs participation, however, try to resist this urge, at least for a few days. Even if your subject matter and approach is clear in your mind, it’s likely that it will take a little time for the tone and format to settle. Be prepared for a few lonely days when you hardly get any clicks and make getting some good, consistent posts in place your first focus, so that, when the readers do flood in, they’ll have plenty of great content to enjoy.
  • Be boundaried Think carefully about how much of your information you want to give away on your blog. If you’re writing about sensitive or personal subjects, you might want to consider anonymising references to the people in your life or even giving yourself a pseudonym. One of the earliest ever blooks (blogs-turned-into-books), the now-defunct Diary of a London Call Girl, took this approach with great success.
  • Keep it accessible The language of the internet is informal and conversational. If your blog takes off, it will get readers from around the world, many of whom may not speak fluent English. As a result, it’s best to avoid unnecessarily complicated expressions and to explain references that may not be obvious to everyone.
  • Edit obsessively Conversational does not mean sloppy. The best writing often reads simply but communicates complex ideas. It has precision and power. In most cases, this comes from painstaking reworking. I’m a big fan of reading aloud. Once I have a complete draft of a post, I always read the whole thing out. It’s amazing what your ear catches.
  • Credit borrowed content properly Lots of people don’t do it, but I think it’s important to credit any images or other elements you use that are still in copyright and weren’t created by you. (You should also make sure that the picture in question has an appropriate Creative Commons licence, which you can filter for on photo sites such as flickr.com.)
  • Be kind to yourself Even with meticulous editing, reading aloud and double-checking, you are going to make mistakes. In my time, I have published posts about the non-existent countries of Dijibouti and Cormoros. I have misspelled writers’ names and made countless other slips. It feels awful when you realise you’ve messed up like this (and, if you’re unlucky, someone out there will leap on it as an opportunity to give you a good kicking). But try not to worry about it. As my time sub-editing for newspapers and magazines has taught me, not even the best writers are immune to bloopers. And at least with a blog, you have the opportunity to correct your mistakes after you’ve hit ‘Publish’.
  • Have a policy on changing published posts One of the lovely things about blogging is that it is an extremely forgiving medium. If you spot a typo or a missing word once a post goes live, it is easy to fix the mistake. I don’t think there’s any issue with correcting technical slips like this. The journalist in me, however, does have a bit of a problem with changing the argument or factual written content of posts after publication without being clear about what you’ve done. I think we bloggers have a duty to be transparent about what we publish and so, if I have to alter the content of something I’ve written after I have pushed it live, I will add a note explaining what I have changed. An example is the entry I wrote describing how I decided which countries my year of reading the world would involve: midway through 2012, I altered the list to include Palestine, so I changed the post accordingly and added a sentence in bold at the end to explain this.
  • Accept that not everyone will like your stuff I’ve been incredibly lucky that almost every interaction I’ve  had as a result of this project has been positive. All the same, it’s inevitable that when you put yourself out there in the way blogging requires, some people won’t like it. When you get unpleasant feedback, bear in mind that some of it will be valid (and will give you an opportunity to improve what you do). Some of it, however, will say more about the person who wrote the comment than about your blog. It might take a while to work out which category applies, so resist the urge to fire off a barbed response until you’ve had a bit of time to process what you’d like to say. If nothing else, a nasty comment is evidence that what you’ve written has made an impact.
  • Feel free to ignore me It’s your project, after all. The joy of a blog is that it’s your own free space to do with as you wish. Who am I to tell you how to arrange yours?
  • Have fun If this blogging thing takes off, you could be doing it for a long time, so you might as well enjoy it!

I’m trying to take my own advice at the moment because, nearly nine years since I launched this site, I have just started a new blog project. It’s still at a very early stage and I’ve no idea how it will develop, but if you’d like to take a look, I’d be delighted to know what you think.