How To Start A Blog In 2014

by Tommy Walker

Last updated on November 16th, 2017

Think blogging is about writing content, getting shared, and “being engaging?”

Think again.

This definition of blogging couldn’t be any further from the truth, and I hate to tell you this, but if you’re wondering how to start a blog in 2014, this definition will only hold you back.

Blogging is no more about writing content than running a TV network is about starring in a hit show.

Until you embrace that blogging and content development are two separate & distinct practices, you will be stuck in an endless cycle of never creating enough, or on on time.

Allow me to explain.

Part 1 -Why Blogging Is Like Running A Television Network

A big part of “blogging” is about scheduling the content, structuring the blog, inter-linking the posts, and a number of other tasks that are critical to the blog’s success, but have little to do with actually creating the content.

Turns out, there’s a similar job within television networks, and that person is the Media Coordinator.

If you were the Media Coordinator for a television network, the core of your job would be to have an intimate understanding of your network’s target demographics & develop a schedule that airs similarly themed content within the same time block .

Animation Domination

image source

The idea is to keep the target demographic engaged longer in order to more effectively sell ad-space.

That’s why it’s called “Programming.” You’re scheduling similar content so it attracts the same market at the same time every week. Doing this doesn’t just keep people on your network longer, it means you can reliably report demographic data to advertisers.

As the audience grows, so can the cost of your ad units.

Online, this could operate similarly, and some blogs like Buzzfeed and EliteDaily are stepping in the right direction, but the truth is, most blog editors and independent publishers just aren’t there yet.

Fox Schedule

image source

Part of this, I think, is because we’re so caught up creating & editing content, we forget the benefits of structured content and a publishing calendar.

The other reason is when most of us were wondering, “how do I start a blog?” we were thinking about the technical side, not about viewing the blog as a channel for “layering” content.

We’ve locked ourselves into thinking blogs can only be for one audience. While this may have been true in the early days of blogging, readers have grown and matured. It’s ok to appeal to different audiences. TV’s done that for years.

I honestly believe if you take a step back and separate running a blog from content creation, you’ll give yourself a new level of clarity, as well as give your readers room to grow and enjoy the content.

The Monumental Impact This Will Have On Your Content Calendar

Once you start thinking like a media planner, you have to think about the variety of content you’d like to publish.

At this stage, we’re still not talking about content creation, but rather developing a framework that allows a different styles of content to be featured, with a theme that ties everything together.

First, Let’s Talk About The Overall Structure Of Your Blog

If you look at the Fox schedule above, you see the theme between all of the content being aired around the same time. When you’re starting a blog, this isn’t done through the time you publish, but rather by the categories on your site.

For example, if I believe “Online marketing” breaks down to “Analytics,” “Landing Pages” and  “PPC,” those would be the major categories on my site—and these topics would become the framework for pretty much all of the content I publish later.

Category breakdown

When you’re starting a blog, this level of categorization is important, because it’s the overall framework for everything you do. With this in place early, you’re free to focus on developing the your various Tentpole Features and minor content types down the road.

Tentpole Features

Let’s use TV network AMC as an example.

As a network, AMC is primarily known for three shows—Breaking Bad, Mad Men, and The Walking Dead—all of which air in “prime-time” slots.

On the surface, shows about a chemistry teacher, an ad executive, and the zombie apocalypse couldn’t be any more different. That variety has been critical to the unknown network’s growth, because it attracts multiple demographics to the same network.

But what makes each of these shows uniquely AMC’s content is that each is character-driven, no-holds-barred high drama. This thread makes it easier for portions of the audiences to overlap, without sacrificing the dimensionality of the network as a whole.

Amc shows

 image source

On a blog, these “shows” would be regular features —within the  topic categories—you want your blog to be known for.

For example, if your blog were about “Online Marketing” you might do an interview-style podcast for the “Analytics” category, a review-style Youtube show for “Landing Pages,” and in-depth tutorials for “PPC.”

With these Tentpole features you’re allowed to do two very important things:

  1. Focus on growing specific audiences for each Tentpole feature.
  2. Cross promote Tentpoles to overlap audience.

Yes, this is more up-front work, but with the category framework in place, and a strong understanding of what your “prime-time” Tentpole features will be, you reduce so many of your “What will I create?” and “How should I categorize this post?” headaches down the road.

Secondary Features

Secondary Features on a television network are the shows that are good but don’t have the same draw as the Tentpoles.

For AMC, these would be shows like Talking Dead, Comic Book Men, The Killing, or Hell On Wheels. These original shows might air right before or after the Tentpoles, or act as stand-ins taking over the Tentpole’s time spot while the Tentpole is working on the next season.

These shows can still be quite good, and if they develop a strong enough following, can become a Tentpole all on their own.

Secondary Features

I point this out because the “Secondary Features” in blogging often come in the form of guest bloggers.

If you want to keep your publishing schedule consistent between the publishing of your main features, start working with guest bloggers to develop secondary features to round out your content categories.

For example, if your “prime-time” content in the “Analytics” category is the podcast, a secondary feature would be a great guest blogger covering additional Analytics topics—making the category fleshed out and more comprehensive.

Syndicated Content

In television, this is content that comes cheap and runs when the majority of people aren’t watching. Looking at AMC’s lineup as I write this post, I see movies like Scream, Ghost, Men in Black and X-Men.

Syndicated Content

You have a huge advantage with blogging due to the sheer volume of amazing content published by talented creators everywhere.

If you adopt this strategy within your blog categories, you would include video embeds, podcasts, and links to compelling articles with additional commentary.

The idea behind including this type of content is to continue to provide value without being responsible for the content’s creation. Though this requires less effort on your end,  it still hinges on your ability to be a good curator. This becomes easier when you use services like Prismatic or OpenTopic.

Paid Programming (Infomercials)

Finally, have you ever noticed that pretty much every television network seems to run infomercials? For the network, this is a great way to generate income while someone else pays to occupies the airwaves during the odd hours.


On the blog, your “infomercial” would be different because you’re not likely to sell space and relinquish control, but that doesn’t mean the obvious direct “I’m trying to sell you something” tone couldn’t remain in tact.

Some infomercial-type content you could publish might be:

  • Affiliate products you support
  • Sponsored blog posts (PayPerPost ReviewMe are popular options)
  • Beneficial Continuity Programs

I hate to say it, but with all the backdoor selling that content marketers try to get away with, many people still respond to the “I’m going to try to sell you something right now” format.

The trick in using this direct sales approach is to make sure it’s very clearly marked, so people can choose to ignore it if they want. The truth is, as long as it’s a regular part of your content mix, it shouldn’t cause too many problems either.

Lewis Howes

And Just As A Quick Reminder

Everything we’ve been talking about until now is about planning what kind of content is going to be featured on the blog, how it will fit together, and the overall content mix—not actually creating the content.

It’s important that you develop this framework ahead of time, and not jump to developing, because the blog can become convoluted mess that’s overwhelming to manage.

I wrote an article for Unbounce recently that goes into great detail on developing the content calendar and analyze the goals

Only after you have this stuff in place should you start looking into actually diving in and developing the content.

Part 2 – How Content Development Is Like Creating A TV Show

Take a minute to switch sides of your brain because now we’re looking at the content creation process.

For the sake of this brevity (hah!) I’m only going to talk about developing Tentpole Features here, because for the most part, your secondary and syndicated audience will end up being a smaller portion of your core viewership.

If there’s one rule you should follow when developing a feature, it’s this:  know your audience!

It’s cliche, I know, but if you want to create great features, you must know who they’re for.


image source

Who is This Tentpole Feature For?

Let’s say I wanted to develop the interview-style podcast about Analytics I was talking about earlier. What questions could I ask to make sure the podcast would be something listeners want?

How familiar should my listeners be with the subject of analytics?

This will determine if the show is for beginners, intermediates, or advanced analytics listeners.

Will the interviews be about case studies, techniques, or casual conversation?

This sets the tone for how the content is presented.

Who will we interview? Are we talking to consultants, or analytics people of well known brands?

This provides “anchoring” for listeners, giving a sense of familiarity on certain subjects.

 What sector do my listeners work in?

Just a guess, but analytics for blogs might focus on different metrics than analytics for retail.

How much variety do I want to introduce?

Would interviewing guests from different industries be a bad thing?

How long will it be?

Too long, and people will drop off. Too short, and they don’t get enough. How much time are they willing to give you?

These are just a handful of the questions I would ask before putting the podcast (or any feature, really) into production.

Yes, it’s a lot of work, but don’t skip this!

Questions like “Are you telling a compelling story?” or “Is there tension to keep things interesting?” are arbitrary when you have no idea what an audience wants, needs, or even likes.

These questions increase the chances of word of mouth referral exponentially, instead of relying on luck to get your hard work shared.

Why There Needs To Be A Clear Mental Division

Please Stand By

image source

It’s easy to let the scheduling and structure block you from doing good work on the content side.

Trust me, I’m just as guilty as anyone for letting everything else get in the way.

But really, even the best content released on a haphazard schedule doesn’t “program” readers to expect anything. For as time-shifted and “on-demand” as we like to think we are, we like the programming—if only to have the option to watch later.

Without a mental division between “blogging” and “content development,” you risk burning yourself out (again) trying to manage everything at once.

3 Things To Make Adopting This Process Easier

Any Questions?

There’s a lot to take in here, so please, if you have any questions about either side of these things, let me know in the comments and I’ll be happy to help.



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Tommy Walker

Tommy Walker is an online marketing strategist, show host, and prolific guest blogger specializing in highly effective, counter-intuitive approaches to online marketing. He seeks to expand your thinking on what's possible with online content.

Check out his approach on guest post landing pages, and get a free copy of The Top Ten Content Marketing Strategy Mistakes by clicking here.


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  1. Anonymous says:
    November 27, 2016 at 11:38 am

    It’s a pity you don’t have a donate button! I’d definitely donate to this superb blog!
    I suppose for now i’ll settle for bookmarking and adding your RSS feed to my Google account.
    I look forward to new updates and will talk about this
    site with my Facebook group. Talk soon!

  2. Andrew Wise says:
    July 29, 2016 at 8:28 am

    Love how you construct this kind of analogy. It totally makes sense! Everyone should grasp the importance of planning ahead, and master how to create an editorial calendar. It is the basic of content marketing.

    Thank you for this informational post!

  3. Jamie Spencer says:
    February 13, 2016 at 5:24 pm

    I know this article is 2 years old but it is still relevant. I really like the fact you highlight that you need to have the mindset of a publisher when you start a blog and not just pump out content for the sake of it.

    Having a strategy, goals and aligning your content to them is so important.

    I’d love to see an updated version for 2016 – I’d be happy to contribute.

  4. Rizwan says:
    April 10, 2014 at 11:22 am

    Hi Tommy,

    Really greate article, I also try to create such long articles on my blog but sometimes it’s really big task for me, tommy can you suggest any thing that how and where i could get people for my blog, how could i make a team so i can increase my blog raputation…..?


  5. Andrea says:
    January 17, 2014 at 2:27 pm

    Wow, excellent analogy! You are so right, many bloggers have the misconception that they are only writing for one audience when in fact they should be creating content for lots of different audiences. I always instruct bloggers to start by creating at least 3 personas when they start defining their target audiences. I’ve also found that a lot of bloggers don’t use editorial calendars. They may plan a few posts ahead of time, but don’t really embrace the awesomeness of an editorial calendar.

    I really enjoyed reading this post – it covered a lot of things I cover on my own blog and in the Skillshare class I teach. If you’re looking for some secondary content by way of a guest post, we should connect. I love to talk content strategy!

    • Kathryn Aragon says:
      January 17, 2014 at 6:49 pm

      Andrea, you should send me a few ideas. 🙂

  6. Karl Dennis says:
    December 19, 2013 at 12:45 am

    Hey Tommy, this is the first article I have read of yours and I must say – you have a new fanboy. 🙂 Very well written and always exciting to read something that doesn’t just repeat the same as everyone else. Very original and interesting. During my time working with people like you I have always found the ability to explain complicated concepts in a simple way is such a powerful asset. I hope you continue and I look forward to reading what comes next. 😉

    • Tommy Walker says:
      December 21, 2013 at 4:59 am

      Hey Karl! It’s nice to “meet” you!

      Fortunately I eat difficult concepts for breakfast then spit them back out as… wait, that’s going to end up being a really gross metaphor. Um… well…. this is awkward seeing that we just met and all ::shifts nervously:: ::kicks ground a bit::

      Lol nah, I’m just getting warmed up man. I’m glad you dug the article and hope to see you around more 🙂 Here’s to a great holiday season for you and your family! Cheers!

  7. Lynn Silva says:
    December 18, 2013 at 11:31 am

    Hi Tommy,

    You have stressed the importance of categories with me from the start. I’m grateful to have had that training from the start, however it’s been months and I’m still figuring it out. It’s all becoming more clearly defined and I’m looking forward to a consistent, engaging flow in 2014. So for that, I genuinely thank you.

    Now for my question. In regards to the different categories, as your email list grows, do you think it is better for the readers to separate email lists according to categories? For example, if on Wednesdays you always have content related to landing pages, do you begin structuring your list so that they can choose only to receive content on landing pages? I hope I’m wording this question correctly.

    Thank you for an awesome (as ususal) article. Anything you teach is very easy to grasp and always produces results when applied.

    • Tommy Walker says:
      December 18, 2013 at 1:33 pm

      What a great question Lynn!

      I think that’s going to depend on your publishing frequency and size of your site.

      For a site like Hubspot that publishes roughly 8 articles a day, it’s probably worth looking into, but it may not be necessary if you’re only publishing within a category once a week. (Although if you’re using the syndication method, you’d likely be doing more than one post a week in that category)

      My thought would be, if you’re infrequently publishing to a category like once a week, you could experiment with a monthly email digest of the content that comes from that category – and include other stuff from around the web in the digest to increase the value.

      Come to think of it, if you did that you could also increase your odds for affiliate revenue as you would have category specific newsletters.

      It may be a lot to manage on your own, but it’s definately worth trying (I think I will now for sure)

  8. Julia says:
    December 16, 2013 at 1:53 am

    Great post. What a daunting process. By the way, the “Create A Content Calendar A Year In Advance” isn’t working, but that sure sounds like a great tool as a reference point to understand “where to get started” building your content strategy.

    • Tommy Walker says:
      December 16, 2013 at 9:26 am

      Hey thanks Julia!

      It may seem daunting at first, but once the up-front work is done, the rest of is A LOT easier, because now you have frameworks for everything you create (and distribute).

      Curating content for example (the syndicated stuff) is a matter of being subscribed to few youtube shows, podcasts, and slideshows, from other creators you enjoy. Think about Upworthy’s strategy, they don’t really create a lot of “original” content, they mostly curate other people’s stuff (most of it’s not even new) and they’re the fastest growing media company to ever exist (88 million unique visitors a month!)

      As for the link you were looking for, here you go!

  9. Blog Tyrant says:
    December 15, 2013 at 8:02 pm

    Hey Tommy!

    I just wrote a post about this (the link is in my name). Although we wrote about the same topic we took completely different routes and disucssed really different things.

    One of the big consistencies I noticed, however, is that we both talk about planning content in advance. For me, 2014 is going to be about less “getting things perfect” and more about “getting things out there’!

    Great post. Hope it does well for you.


    • Tommy Walker says:
      December 15, 2013 at 8:13 pm

      Hey Ramsay!

      I totally agree, scheduling and “programming” I think are going to the biggest things to bring more focus into any blogging strategy.

      Loved your article on it, especially point 4 :-p I look forward to the upcoming year, I think we’re going to see a lot more growth and maturity in the space! It’s going to be a lot of fun!

  10. Tamar says:
    December 10, 2013 at 9:00 am

    Very good article! Thank you
    Structuring your blog is definitely important, having different categories and a planned schedule.
    After you have organized your blog for your target audience then you have to create an interesting and engaging content for your target demographics

    • Tommy Walker says:
      December 11, 2013 at 3:23 pm

      Thanks Tamar!

      That’s the biggest part, is to create something that people can follow. I know one of the hardest things for me, being a solo creator, is always banging my head against the table wondering, “What am I going to write next?!”

      With this structure though, it alleviates that problem, and even gives the freedom to include work from others, which is key for buidling new relationships and really getting the word out there.

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