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Andy Crestodina

Beer Blogging: If Your Blog was a Beer…

By: Andy Crestodina | May 21, 2013 | 
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Beer Blogging: If Your Blog was a BeerJust like beer, we all consume a lot of blog content.

It’s a coincidence, but we consume blogs and beers at about the same rate.

Each week, the average American has 4.2 drinks and reads 4.1 blogs (sources: Gallup, Hubspot).

So if your blog was a beer, what kind would it be?

Every blog has a flavor. Like beer, some are light and some are heavy.

Some have a lot of flavor, others don’t. Let’s explore this ridiculous metaphor and imagine your blog in a pint glass…

Beer Blogging

The Light Beer
The basic lager. The domestic microbrew. Labels may vary, but the taste is pretty much the same. Often found in red plastic cups. Some people love Miller Lite. They’re brand loyal, just like some of your readers. But taste your last few posts. Do they read like a lot of other blogs? Could they have been written by anyone? If your blog tastes like water, that’s not a good thing. Your blog should sound like you. It should have a personality and style of it’s own. Make your blog a microbrew with a label and flavor that distinguishes itself from the big guys.

The IPA
Ales have flavor. Sometimes they’re so hoppy they make your face pucker. You feel them as much as you taste them. These are the blogs that make you feel something. They have an opinion. They’re not shy. They have passion and a natural voice. They know who they are, and they take a stand. Sometimes they’re negative. Sometimes they’re personal.

The Stout
Ah, the heavyweights of the beer world. For most of us, a stout beer isn’t a casual, everyday thing. Drinking a big glass of alcoholic black liquid is always a deliberate act. These are the practical, no-nonsense blogs with heavy content. The stouts are the big how-to posts, the well-researched reference pieces, and the 2,500 word epic posts. They may be slower to pour, and people don’t want them everyday, but these posts get bookmarked, and these newsletters get saved.

Tap the Keg or Stock the Fridge?
A cold draft is great. But if your blog is one giant keg of the same stuff, visitors might get bored. Even if visitors love what you have on tap, it’s still good to have some variety. Keep some microbrews in the fridge, and mix it up!

  • Find new brewmasters! Invite guests to post on your site. They’ll bring new content and maybe a new audience.
  • Try something seasonal! Change the topics and tone based on what’s happening.
  • Give your patrons the beer they desire! If your analytics (and their bar tab) show they like a certain flavor, make sure to keep it in the rotation.

Drunk with Content
If blogs were beer, we’d all be hammered. There are tens of millions of blogs on the Internet. All that content makes it harder to stand out. This is why it’s so important to use your own voice (IPAs) and to sometimes publish something substantial (stouts). The web doesn’t need another Bud Light!

Keep it Flowing!
Whatever you do, maintain a regular frequency of frosty cold blog posts, even if it’s monthly or quarterly. If your blog is tapped out, you might find your regulars quenching their thirst at another bar.

Two questions: What’s your favorite beer…and what type of beer does your blog best resemble?

About Andy Crestodina


Andy Crestodina is co-founder and strategic director of Orbit Media, a web design company in Chicago, and the author of Content Chemistry: An Illustrated Handbook for Content Marketing. You can find Andy Thursdays after work drinking a Milk Stout at the Long Room on Irving Park and Ashland.

42 comments
TipTechNews
TipTechNews

Suppose someone drink too much beer then end result is that person not in control similar to blog, If I write three post per day then readers can't take seriously. Am I right? 

mattmaldre
mattmaldre

My blog would be tea. :) Fun, friendly, delightful, slightly caffeinated. 

ayms219
ayms219

Love this beer/blog analogy! Also, is it just me being Canadian or does that statistic of weekly American drinks seem a little low?

barrettoms
barrettoms

I like the bitter-sweet porter blog.

dbvickery
dbvickery

My favorites are the stouts and porters. I'm a malt guy, and it never hurts to have hints of chocolate or espresso. My blog is a micro-brew...small audience that trusts my content. I'm not too hoppy...tend to use sports analogies to teach, but will sometimes provide hints of flavor regarding leadership, character, or the importance of education.

SylviaDewy
SylviaDewy

Drunk with Content i like your thought.

AnneReuss
AnneReuss

A favorite beer, @crestodina? That's like picking a favorite blog. Ebel's Weiss from Two Brothers is a solid spicy fave. Pepe Nero from Goose Island has a kick! Perhaps my blog is something where you get some spice out of it, but there's some time in between. AKA I could blog more frequently. But I got the beer part down ;) 


Great piece and metaphor!! 

bigrayarea1
bigrayarea1

My blog is a Corona.  Sure its still a lager, but every sip is refreshing and once you finish you want some more.  Put a little lime in there and you've got a great drink. 

RebeccaTodd
RebeccaTodd

"If blogs were beer, we'd all be hammered."- GOLD! 

Craig McBreen
Craig McBreen

I wish to be between and IPA and a Stout. How about a Dark IPA? Kinda popular 'round these parts.

JoeCardillo
JoeCardillo

Nifty idea Andy! Someone could make a pretty cool infographic out of this idea

I'm afraid I'm somewhere between Light Beer and IPA as a blogger =\

ginidietrich
ginidietrich moderator

I read this yesterday and was super excited about it. And then I went for a bike ride and I thought about it and your notebook full of ideas and I have decided we're no longer friends. I WILL BEAT YOU IN WITTY CONTENT SOMEDAY!

aimeelwest
aimeelwest

Wonderful post! ahh beer one of my favorite topics. :)

Michael Koehler
Michael Koehler

Favorite would be Abraxes from Perennial however my "blog" looks like um baby formula

Suze Carragher
Suze Carragher

My favorite is Guinness. My blog sadly resembles O'Douls.

yvettepistorio
yvettepistorio

Love this post Andy! I drink Stouts but I wouldn't say my blog posts are that heavy. I tend to write How To's though, so I guess maybe?! 

Word Ninja
Word Ninja

Does my blog taste great, but is it less filling? Is this blog for you? Is it Australian for blog? Thanks for inspiring me to ask these important questions. I fancy myself an IPA kinda gal, but now I need to make sure my posts "make your face pucker." Fun stuff!


maxchristianhansen
maxchristianhansen

I had to give up beer for the same reason I give up most blogs I taste: they put me to sleep. Blogwise (since I no longer have opinions about beer) I prefer the stouts. Give me something meaty. There's enough overhead in just finding my way to somebody's blog post that I want that time to be repaid with some real substance. 


Not that I'm adamantly opposed to the occasional light sip. Such as, for example, this post. Most refreshing.

crestodina
crestodina

@bigrayarea1 Corona is good with a lime. For your blog, the lime might be the occasional interview, infographic, podcast, etc. It's nice to add a little flavor sometimes...

crestodina
crestodina

@ginidietrichSorry, Gini, but we're friends no matter what! We have no choice but to get a beer and collaborate on some killer content. :)

crestodina
crestodina

@yvettepistorio I'm a stout drinker myself...and a stout blogger. My latest thinking on blog length goes something like this:

I try to write short words, short sentences and short paragraphs, but I don't try to write short posts. Each post should be just as long as necessary to quench the readers, thirst for the topic!

JoeCardillo
JoeCardillo

@Word Ninja this made me google "Foster's Beer Blog" and discover they don't have one! They're sitting on a goldmine and don't even know it

JoeCardillo
JoeCardillo

@AnneReuss @Craig McBreen @jasonkonopinski I miss New Glarus so much. Used to be the primary beer stocked in my bar manager days. 

It kinda bums me that I can't order it outside of Wisco, but it's also kind of a good incentive to visit often. 

JoeCardillo
JoeCardillo

@Frank_Strong @JoeCardillo It's kinda sad really, I've been sitting on that clip for weeks hoping an opportunity would pop up =) 

DM me your email on the tweets, happy to chat when you have free time (which I suspect is never)



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