Handshake 2.0’s writing showcases individuals and companies in a context of cutting edge business knowledge. We want site visitors to find posts that feature subjects as examples of must-know, need-to-know, can-find-nowhere-else insights on business principles, knowledge, theories, and best practices.
The essence of the art and craft of a blog post is 1) the story is conveyed, 2) the context is provided in a few sentences, 3) links are included to expert sources on the context so readers can trust the post and choose to learn more.
Writing for Handshake 2.0 is:
- Goal-based: To showcase entrepreneurs, companies, business leaders, and economic initiatives in hopes of fostering the financial success of all involved. Handshake 2.0’s primary focus is currently on the local economy, with an emphasis on high-tech, high-tech service partners, and companies using high-tech. Writers often must become short-term experts on the individual, company, or topic and short-term experts on the context.
- Positive press rather than critical or negative reviews
- Distinctive in voice, tone, or point of view such that readers would be able to recognize the writer’s style, and would look forward to reading that writer’s entries
- Impeccably original
- Impeccably researched
- Impeccably factual
- Linked to a minimum of 4 highly credible online sources – for example, to sites or blogs in the company’s field or area, to well-regarded bloggers, or to highly trafficked sites considered authoritative.
- Optimal: Includes original quotes procured by the writer via email from outsidee industry experts and/or an individual or individuals in the subject company
- From one brilliant sentence to no more than 300 words
- Enhanced by original images, audio, and/or video that symbolizes or expands the content.
- Universally about the local. You use particular, local examples to be of broad, general value. For example, if the CEO of a high-tech start-up serving the defense industry read your blog post on Nancy’s Candy Company and thought, “Wow, Nancy’s using a good idea. I might try that in my company,” that would be of broad value. Or, maybe a real estate agent would read your post on Chateau Morrisette that contained a statement or two with links to trends in the wine industry, and think, “That’s happening in the wine industry? Gee, that’s happening in real estate, too!” That would be of broad value.
- Matched or expanded beyond this example of a stellar Handshake 2.0 blog post. It uses a local example, places that example in an industry context – with both text and links – and offers “news you can use” value to a broad readership. (Note: The post is missing a content-expanding image.)
- In accord with our Definition of a Handshake 2.0 Blog Post.
The writer would:
- Be ambitious. We’re aiming for 24 posts per day, seven days per week, and listing in Technorati’s Top 100 Blogs. Here’s how The New York Times blogs.
- Be self-led and need little guidance.
- Be a strong writer and need little to no editing.
- Have read our Definition of a Handshake 2.0 Blog Post.
- Have his or her own Internet access and be able to work from home, office, library, café, a friend’s house, etc.
- Receive a byline on each entry.
Here’s a stellar guide from Merlin Mann, 8/19/08: What Makes for a Good Blog?