1. Show some personality

I regularly seek out the unmistakable voices of three bloggers at Harvard Business Review: Rita McGrath writes like a favorite professor; Bill Taylor is the sage mentor; and Scott Anthony is the forward-thinking colleague. I value their unique sensibilities and communication styles, and could easily identify who wrote what if their bylines suddenly vanished.

2. Say something substantial

If you want to be noticed, add to the conversation. Think of the blogosphere as a dinner party: Would you rather sit next to a guest who tells the same old stories, or one who spins tales you've never heard? Even basic primers can become something special when you include new insights or approach the topic from an unorthodox perspective.

3. Play well with others

Nothing is wrong with publishing a critical post. Just do so without descending into vindictive tones and ad hominem attacks. You might be fully justified in your anger, but an air of vendetta undermines your credibility. The more constructive your criticism, the more astute your judgment will appear. So play it cool, and keep it classy.

4. Check their work

Many readers will forgive the occasional flub—misspelled or missing words, awkward grammar, or factual errors. But we aren't living in the '90s anymore, and we're less indulgent than we used to be. If you don't care enough to copyedit your post, why should anyone care enough to read it?