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NOTE: This is part 2 of a 7-part series that describes the main types of blog posting formats. See the index to this series for the complete list.

As with a link-only post, a link blurb posting focuses on a link to another site or blog. However, the blogger adds significant value to the bare link by writing some original content or context.

The goal of the link blurb format is to explain to readers why a particular link is relevant or interesting – in other words, why it’s worth clicking on.

A link-only item crosses over to become a blurb when the added text is more than a line or two long. It could be as much as a few paragraphs of content. Link blurbs also can include an excerpt from the destination page. That’s fine – but it’s usually more helpful and engaging if the blogger also has something to say about why he or she selected that link, and that excerpt.

Examples: Most of the postings on ResearchBuzz are high-quality link blurbs. Similarly, the media weblog by Jim Romanesko is mostly link blurbs. And of course, the popular blog Boing Boing is almost entirely link blurbs.

Including some link blurbs in your regular mix of blog posting formats is generally a good idea…

ADVANTAGES: Fairly Quick to Post and Read

It generally doesn’t take much time to write a good link blurb posting. Also, these types of postings are easy for readers to scan, yet they also offer value whether or not the link is clicked. Offering value is extremely important to any blog.

The link blurb is a good staple posting format for blogs that aim to function primarily as filters or guides (secondary or referral sources), rather than as primary sources of information, opinion, analysis, or entertainment. It also works well for blogs that enjoy high readership of their webfeeds or e-mail alerts.

The full text of link blurb items typically can fit comfortably on the home page of most weblog layouts. That is, readers usually don’t have to click to another page to read the full text. This bite-sized approach to content also works well for full-text webfeeds.

DISADVANTAGES: Reader Turnover

Like link-only postings, the link blurb format encourages readers to exit your blog – which can make it more difficult to attract and keep a regular audience.

Exception: If your link blurb postings are consistently good and on-target for your audience, and if you can find something not just worthwhile but original to include in every link blurb, at least some visitors will be encouraged to explore and return to your blog, or subscribe to your update services (e-mail or webfeed). If you end up getting very good at this posting format, it’s acceptable to create a blog that relies on it heavily.

TIPS FOR LINK BLURBS

The art of this blogging format is to zero in directly on what will be most interesting to your audience about the link you’re offering – stated with your unique twist. If many people are linking to the same destination, say something original about why you’re linking to it.

Also, it may help to specify links in link blurb items to open in a new window. This will keep your blog available while readers follow your links.

NEXT: The brief remark

PREVIOUS: Link-only postings