A couple of weeks ago, I watched Saturday Night Live for the first time in, well, a long time. I’m glad I did it- it was a new show, but it still brought back memories.
What really struck me was this: the format has remained exactly the same. Not the sketches. Not the jokes. Not the music. The format.
I broke the show down into parts, and found that the show’s structure can substitute for a plan on how to write your blog. Here’s what I picked up on:
Start with strong, topical information. This bit is usually ripped from the headlines. The whole audience can identify with it. The show gives their take on a widely understood event or idea.
This is right where your blog starts. These posts establish who you are, what you’re writing about, and why people should tune in. Your “A Material” goes here.
Introduce someone that’s well known. This person is instantly recognizable to the audience. The audience trusts that they’re going to have something good to say.
This is the equivalent of hosting a guest blogger who’s an authority on your subject. Or, it could be a post from you about someone who’s an authority on your subject. Or it’s an interview. You’re bringing in another opinion, one that’s recognized and respected.
Compelling material goes here. It’s the bulk of the show, and they mix longer sketches with short takes and riffs.
You’ve already established who you are. Now you can expand upon it. The structure stays generally the same, and is recognized by your audience. These posts keep people coming back.
Music. I love the music part of SNL. Not every band is for everyone, but it will appeal to some people out there, and it’s introducing a lot of the audience to something new, or something they’re really fans of.
These posts would contain info that’s a bit more esoteric. Niche subjects fit here, or highlights for the hardcore audience. Also a place to revisit old favorites.
News. And not just news- opinions about the news (always my favorite, BTW). Every blog should have some. It’s worth discussing to remind readers that you not only know what you’re talking about, but you know what’s coming up.
Experimental material that usually fails. Remember the sketch about the cats from mars that were allergic to barbecue? Of course not. Nobody does. But SNL has always allowed room (OK, sometimes too much) to fail, and so should you.
Not every post is going to be the strongest thing you’ve ever written, and sometimes, your audience will disagree with you. That’s fine. You have to experiment and fail to learn and grow.
Thank yous. Always, at the end of every show, you get thanked. It’s a nice gesture, and it’s an important part of the production.
Your blog isn’t any different. Be sure to thank your readers regularly for coming, and thank your commenters for commenting.
Saxophone music is optional.
What do you think? Do you see the parallels, or is it all in my head?
Tags: content, content marketing, writing
Great post! I think it really speaks to the fact that you have to build trust with your audience by consistently giving them a quality product.
Once you have a formula that works, you can change the content to keep things fresh but don’t make drastic changes that break away from your overall theme or detract from the value you’re giving your readers.
[Reply]
Ben Curnett
Reply:
July 6th, 2009 at 11:45 am
John, thanks for the comment. You’re right: if you offer quality and consistency, you allow yourself some room for experimentation. Products with good track records can make mistakes and keep thriving, because people trust them to recover.
[Reply]