There’s much to consider when it comes to blog writing and what makes a successful blog. Most experts will agree that the central ingredient to a great blog is great content. So, what makes for great content? Typically speaking, content should be useful and unique to one’s readers. It should be entertaining, educational, informative, or newsworthy, provide a place for dialogue, or allow readers to connect with others who share similar interests. The best place to start is to research the audience you are looking to attract. Consider options for creating unique content that will interest your desired audience and distinguish your blog from others. Writing for the web is very different than writing for other types of publishing. Many who read blogs don’t read each word on a web page, but scan pages for information, looking for specific keywords or phrases. A great way to make content scanable by readers is to use creative formatting techniques such as: lists, using headlines and subheadings, pictures, borders and block quotes, as well as, making paragraphs shorter and calling out points with bold text, italics, underlining, etc. Remember that most web readers have short attention spans and develop your content accordingly. Don't be afraid to make mistakes or even fail. Some of the best blogs on the web are not composed by journalists, professional writers or even social media experts, they're written by people just like you and me, who are willing to share their unique perspectives and experiences.