The most frequent request of beginner bloggers is how to be different from others, how to find the very style that will make you recognizable from thousands. Today I want to introduce you to the methodology, the theory of writer Jeff Goins, which can help you find your unique style and voice.
Jeff Goins talks about how there are a total of 5 blogging roles. They are the ones that influence what your voice, style of communication with your audience, and even the format of your content will be. Which role you choose depends on your preferences.
Let’s talk about what roles there are, which ones feel closer to you and resonate more. Depending on what role you play on your online site, your communications will look different.
Role 1: Professor.
Who is a professor in terms of online communications? A professor primarily uses facts and information in his or her communications. Everything he broadcasts on the blog is based on source-validated data and research.
How do you recognize a professor’s materials?
Very often they are voluminous longreads, with links to studies, sources, an abundance of graphs, infographics, tables that illustrate the information. It is difficult for a professor to write short posts for social media, because you want to cover the topic as much as possible.
What are the risks of this role?
It can be difficult for a professor to maintain a relationship with the audience, to respond to comments – it seems like everything is already said in the text, what else is needed. It is important not only to attract subscribers to your blog, but also to make them trust you, so if the role of professor suits you, remember that it is difficult to do without communication, and try to find a format that helps you get out from behind a teaching podium.
What distribution channels are appropriate for
For a professor, of course, your own blog is a good fit. Voluminous longreads are good for search engine optimization, which means you can attract an audience from Google.
By the way, it can be not only text, but also a video for Youtube, not only text. Also long, with plenty of facts, research and so on.
Role 2. Star
This is not necessarily a selebrity, but necessarily a charismatic personality. The star believes that her life is interesting in itself. This is indeed true, the life of such a hero is very interesting to watch, even if it is about simple and mundane things.
How do you recognize a star’s materials?
It’s all of the lifestyle blogs. The star talks about himself, what is going on, what he lives, not shy to show his life. Feel free to pile on content all the time. It is difficult for a star to give clear-cut recommendations, and the audience follows these authors not at all because of the useful content, but in order to get a little bit involved in a similar way of life.
What is the risk of this role?
The most valuable thing a star has is a reputation. If the audience suddenly reveals some deception, the blogger in this role can face a wave of negativity and lose the trust of subscribers.
For which distribution channels are suitable
More often than not, stars inhabit social networks; they feel good on Instagram. They have a hard time creating evergreen content and developing their site.
Role 3. Journalist
A content writer in this role builds communications on the fact that he gathers around him experts in a certain topic and asks questions. A great format to start when you do not feel you have accumulated expertise. You don’t need to be a journalist by training, but it is important that you are genuinely interested. And, of course, it’s important to know how to conduct an interview.
How do you recognize a journalist’s material?
Most often it is, of course, interviews – video, audio, text. There may also be publications with expert commentary or guest articles from other authors.
What are the risks of this role?
An interview is considered a simple genre, though it is not at all easy – to create the atmosphere of an interview, to ask questions in order to push the person to share something really interesting instead of the obvious. And there’s a temptation to hide behind other experts and use that role as a defense.
What distribution channels are appropriate for
Podcast, YouTube interviews, portal with guest posts – these formats are well suited and can help with search engine optimization, among other things.
Role 4. Creator
A creator builds communication by sharing their art. Art is a broad concept. It can be as creative as anything: illustrations, design, recipes. But business topics can also be presented through the creator’s lens. For example, if the author shares monthly income and expense reports, shows the behind-the-scenes of his business.
How do you recognize a creator’s material?
It’s a story not so much about the result as it is about the process. People like to look on the other side of the process, to understand how something is made, so such blogs usually enjoy interest.
What are the risks of this role?
The main thing is not to slip into a “it works for me, it can work for you” attitude. You’re not a professor to test that claim and back it up with research. You are an artist who shares what you do.
What distribution channels are suitable for
Blogs, social media, podcasts, videos. Flashy works great on social media, but it’s important to have your online headquarters (website, blog) where everything is collected in one place.
Role 5. Preacher
This is a person who passionately believes in what he or she is talking about. It’s often said of such a person, “he’s a truth-teller.” Audiences love this position for its authenticity and passion.
How do you recognize a preacher’s material?
A preacher does not necessarily back up his position with any research or data. But he always speaks from his heart, emotionally, passionately, even though he may get a little hot-headed at times.
What are the risks of this role?
Emotions and passion of a preacher can overshadow reason and you may say something unnecessary, and ego won’t allow you to admit a mistake and apologize.
What distribution channels are appropriate for
The best format for communication is video (storis, broadcasts, YouTube videos), in this format it is easier to convey emotion and passion. Of course, there are also text blogs in which authors successfully use this role.
Which role is yours?
Which of the roles listed above resonates most with you? It can be more than one role. For example, for me, it’s a combination of professor and creator. One role would be cramped for me.
For example, in this post I shared Jeff Goins’ theory, backed it up with references to him, an understanding of these roles based on my practice working with clients, and picked up examples – it’s a professor position.
But I am interested not only in learning and researching something, but also in trying how it will work for me, in my projects, in my clients’ projects – this is the role of the creator. I talk about how I do something, but I almost never share events from my personal life – the role of a star is definitely not close to me.
Or maybe there’s some role you play that’s outside of that Goins classification. Maybe you like to tell stories and would choose the role of storyteller. Maybe a tour guide role where you’re one step ahead of those you work with but don’t yet stand behind the pulpit as a professor. Or maybe you’re in the role of big sister, telling your audience what to do.
