In my opinion, blogging and book writing go hand-in-hand. All it takes to bridge the gap from blog to book is a bit more forethought, discipline, and structure, and of course a publisher, and BOOM! you’ve got a book. Well, there’s a bit more to it than that. My experience co-authoring a book (The Art of SEO) was nothing like that. But still, it’s nice to romanticize the process — simply assemble your blog posts into a cohesive structure and send it off to a publisher. What could be simpler?

More often than not the author’s blog is an afterthought. The book came first. Then the blog came second as the book’s marketing vehicle, a complement/supplement. I’m not knocking it, but it’s great to see a high-quality blog turn into a high-quality book.

As both an author and a blogger, I can really appreciate when a blogger succeeds in transforming their blog into a book. It’s inspiring. One of my favorites is PostSecret, which was turned into a whole series of books. More prototypical examples of blog-to-book projects are The Long Tail (blog / book) and The Search (blog / book). Both are excellent blogs, and excellent books. Sometimes Twitter feeds turn into books too, like S*it My Dad Says. That’s some funny stuff. Now it looks like CEO blogger Steve Spangler is coming out with a book too. His is called Naked Eggs and Flying Potatoes. A curious title. In actuality I think his book is more of an amalgamation of his video content than his blog posts, but nonetheless the finished book looks impressive. Congrats Steve!

Folks often ask me if I’m going to write another book. My answer: I doubt it. It’s too painful (like birthing a baby, though, as a man, I can’t truly appreciate the pain of childbirth), and it pays less than minimum wage if you work out the numbers. Folks will then chime in with “Yeah, and why bother with a physical book anyways when everybody’s migrating online!” That I don’t agree with. There are a very large group of holdouts — me included — who still prefer the feel of printed books, who enjoy the experience of curling up with a good book rather than a laptop or ebook reader. And yes I own an iPad, but I don’t read books on it. And I don’t plan to anytime soon. Call me a Luddite.

Whether you’re just starting out in the blogosphere or you write for an established blog, you’ll need an angle to set your blog apart from the rest. Ideally, this theme will carry through all your posts, injecting the blog with a unique style and personality (e.g. snarky, witty, professorial, egotistical to the point of humorous, self-deprecating, nihilistic, voyeuristic). Your angle could also be in the way you present your content, too. For example, you might offer video blog posts that are extreme close-ups or you might include hand-drawn illustrations with your posts.

An angle helps make your blog remarkable, which is a laudable goal for any marketer. In his book “Purple Cow,” marketing guru Seth Godin stated that being “remarkable” doesn’t mean you (or your blog) needs to be the best, it means that you need to “be worth remarking about.” Seth also said that the opposite of “remarkable” is “very good.” In other words, having a “very good” blog just doesn’t cut it — not when there are hundreds of millions of other blogs out there too.

Another way of thinking about a “hook” or an “angle” is to think about your blog as “link bait.” Link bait is content that is so funny, so interesting, and so useful that it becomes irresistible to other bloggers and site owners to link to and “remark” on. Nick Wilson revealed 5 “hooks” in his landmark post on link baiting:

1. humor hook
2. news hook
3. contrarian hook
4. resource hook, and
5. attack hook

Link bait can take the form of Top 10 lists, humorous videos uploaded to YouTube, checklists, cartoons, tools, widgets and blog plugins — to name a few.

One business blog that I think really nailed this concept is Sparkle Like the Stars, a blog owned by jewelry retailer ice.com. The blog is snarky, irreverent, fun, voyeuristic, trendy and useful — all at the same time! This blog’s hook is paying off, in the form of a loyal following.

We, at Netconcepts, decided to follow in the footsteps of Sparkle Like the Stars to create a blog about shoes we affectionately named, “The Shoe Paparazzi.” The idea behind it was to fuse footwear with the “sport” of celebrity watching in order to capture and keep readers’ interest. At this point it’s still just an experiment, a pet project of Netconcepts that wasn’t commissioned by a client, but is something we hope can be used in the future to prove the case for the “celebrity watching hook” as a viable angle for online retailers.

As far as blogs go, I’m not 100% certain we’ve hit that right hook/angle yet to build that loyal following every blogger dreams of. I put it to you, my fellow bloggers, do you think our Shoe Paparazzi experiment is link-worthy? What’s your blog’s hook, and how’s that working out for you? Talk back via comments.