business_blogging Archives - Successful Blog

Do You Know the Five Cornerstones of an Outstanding Business Blog?

October 8, 2010 by Guest Author

A Guest Post by David Hobart

Blogging is a useful way to convey a discussion piece or news feeds on a specific subject. If you have a blog or are thinking about setting up a one, it’s a good idea to be aware of what makes a blog stand out and last and what makes an “also ran.” If you’re blogging for business it’s important to keep these in mind.

Time. Setting up and maintaining a blog, as with any web content, takes time and effort. One of the most common mistakes that bloggers make is to underestimate the amount of time it will take to set up a blog and add to it regularly. There will be a delay in attracting interest when first getting a blog off the ground, so a potential blogger not only has to make the initial commitment but must maintain the blog even when that interest is minimal. If you are seriously thinking about setting up a blog it is worth planning your blogging time around your daily routine. Aim to blog smaller items at regular intervals rather than write time consuming articles.
Content. People blog for many different reasons, but by far the most successful bloggers have powerful opinions that really show through in their writing. Avoid choosing a subject you are not passionate about. Your passion and interest in your chosen subject will make it easier for you to blog without it being a chore. It will also help stop you giving up in the early stages. Remember that your blog is a forum for you to tell the world how you feel, so pick a subject you feel strongly about.
Purpose. Once you have chosen your subject, be clear about what you want to convey. Do you want to be informative? Is there a particular demographic you want to target? How could your blog be useful to the reader? Bear these questions in mind when you blog. It will help with clarity of content. Do not make search engine optimization your priority. This may conflict with your writing and readers will pick up on this. The reader should always come first. Address your points quickly as this will help attract the immediate interest of the reader.
Personality. Your blog should be an extension of your personality. It should not be cold and lifeless. Another common mistake is writing your web content in the style of an article or lecture. The reader should be able to read your blog and imagine you talking to them. It should be engaging, warm and friendly. This can be difficult to master, but imagine you are in a coffee shop chatting to a friend about your chosen subject, and write accordingly.
Individuality. Some of the most annoying blogs are ones where the blogger is following the herd. Lack of originality is a no-no. A potential follower will switch off if they read opinions they have already heard a million times before. They may also assume that you copied your blog from someone else. Donât be afraid of blogging about what you think and feel. Your views are just as valid as everyone elseâs and this is your opportunity to write about them. Also, make sure the opinions you blog about belong to you and no one else.

These five cornerstones hold up an outstanding business blog. Have you incorporated all five into what you’re doing with yours?

——
David Hobart is Managing Director at Pure Content.
You’ll find him on Twitter as @DaveHobart

Thanks, David!

–ME “Liz” Strauss

Buy the ebook. Learn the art of successful business blogging.

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Jonathan Schwartz, CEO, Expert Corporate Blogger

May 4, 2006 by Liz

CEO of Sun Microsystems

I’m sure that Jonathan Schwartz has plenty to do. After all, he’s CEO of Sun Microsystems, traveling the world and talking to the media comes with the job — not to mention running that Fortune 500 company. When he took on the role, people wondered whether he would continue his other role as writer of Jonathan’s Blog.

His answer was a lengthy post that said emphatically, “YES.”

That’s because Jonathan Schwartz, CEO of Sun Microsystems gets what blogging is about. In fact, he takes his blog to the state of the art in corporate blogging. If you’re working with new corporate bloggers or are one yourself, this is the blog to watch. [Read more…]

Helping Clients Get Past Blogaphobia

May 3, 2006 by Liz

Enthusiasm Can Kill

Just today I wrote an email to a potential client I met with two weeks ago. In it I wrote this phrase I know my enthusiasm can be huge. We’d gotten into a conversation about blogs and how they were changing the world.

I wish that I had read the article I found exploring later that afternoon. It’s a piece by Anil Dash at Six Apart News called How to keep blogs from scaring the hell out of people. It’s just packed with truths. [Read more…]

Blogs: The New Black in Corporate Communication

March 1, 2006 by Liz

PART 2 IN A SERIES

. . . Has the blogging sensation passed corporations by?

Not by a long shot. Instead of public blogs, think about blog technology. That’s the focus for many leading companies around the world. From McDonald’s (MCD ) to Cannondale Bicycle, corporations are using the software to revamp internal communications, reach out to suppliers, and remake corporate Intranets. Often the site doesn’t look much different from what it’s replacing. Sometimes there’s nothing particularly bloggy about the results.

But these corporate initiatives are interactive and cheap to deploy — making them an attractive form of communication. “Blogs are a way to bring our knowledge together,” says Dave Weick, chief information officer at McDonald’s. –Stephen Baker, Business Week Online, The Inside Story on Company Blogs

Who Said Blogging Has to Be Public? We might not find many Fortune 500 blogs on the Internet. That doesn’t mean that Fortune 500 companies don’t have them. It means that we’re not invited to their private party. Corporations are taking advantage of blogging technology inside their firewalls.

Move Over Website, Bye-Bye Intranet

Blog technology is slowly overtaking the traditional website and Intranet structure at some corporations. Why is that?

Blogs are low in cost to set up and less expensive to maintain.
Blogs require less technical expertise.
Blogs offer a sophisticated content management system that’s meant to be updated daily. They invite communication.
Blogs are interactive. They allow relationships to form between people.
Folks can blog from their desk, their home, the local coffeeshop, even their telephone.

Like employees from another era, websites and Intranets constantly need to be brought up to speed. Blogs have the right skillset for today’s knowledge-based enterprise–they’re innovative, fast, accessible, and made for constant changing . . . and they can be as beautiful as any website. What’s not to like? I’d hire one.

Communication in Every Direction

Ever heard the saying, We’re all 100% responsible for communication? Blog software is being used to make 100% communication happen in almost every direction.

Blogs are carrying on conversations between management and employees that allow them to get to know each other as people.
Blogs are providing safe storage and collection of team project information, so that the entire team can literally be “on the same page.”
Blogs are connecting vendors with buyers, replacing fax machines, messy email inboxes. and lost correspondence.
Blogs are establishing and maintaining unprecedented information flow between field reps and home office folks, drawing companies together.
Blogs are ensuring everyone in a group has access to the same information at the same time in the same way from almost any point on the planet.

Choose your options. You can have any color as long as it’s blog technology.

Why Do We Need to Know This?

Rare is the person who doesn’t already do business with, work for, or buy from a company who is already using blogs in these ways. It’s reasonable to think that a Fortune 500 company that has made any step toward putting a public blog online has experimented with internal blogging. Think–McDonalds.

The Internet website and company Intranet are quickly becoming just so . . . old hat.

If we want to be invited to the party, we need to dress the part, know the culture, and speak the language. We need to be prepared as vendors, consultants, customers, and employees. We need to factor in this data when we think about where we fit. How does this change the way I interact with companies? How might this information affect my brand, my business, or my life in general?

For this black tie party, blogging technology is definitely the new black.

The world is getting smaller. I’m starting to think there really is only one party.

If I’ve got this wrong, please set me straight. I’ll listen. I’m the nice one.

–ME “Liz” Strauss

Blogs Aren’t Mini-Websites. They’re Powerful Tools.

February 28, 2006 by Liz

PART 1 IN A SERIES

Personal Computers as Tools

In Companies
When personal computers first became standardized and affordable, and software for using them was readily available, it wasn’t that long before they were sitting in every office. The ability to push rote tasks down to the lowest level has always been a strength of an effective business. Taking advantage of computers to do that–calculate spreadsheets, retype and revise documents, generate mailing lists–was an immediate no brainer for business folks focused on productivity. It wasn’t long before Information Management and IT became terms, then whole departments.

Personal computers changed how we work. They changed how we organized information, how we stored it, and share it, and even how we thought about it. Businesses–some more quickly than others–recognized that the computer was a tool of great value.

In American K-12 Schools
Schools, on the other hand, didn’t see the computer as a tool. They saw it as a subject, a class called Computer. Its highest honor was the day it replaced the class in touch typing. Even now in some prestigious New England high schools, the college prep strand kids still only officially see computers in the mandatory class called, “Computer Applications.”

It’s worth saying again. Schools don’t see computers as tools–like pencils and paper and textbooks or desks. Granted this a is gross generalization, but as an entity, Amercian K-12 schools can’t see past the contraption to take full advantage of its uses. The problem is not one of resources; it’s one of not enough folks feeling the need for them.

Blogs as Tools

Now companies and the mass media are acting like schools did. They see the physical blog and not the uses for it. They stop at the idea of what they think a blog is. Just as the school who sees computers as another subject, companies often see the contraption–blogs as another form of website, possibly as a way to do viral marketing.

We’re all missing that blogs are technology too.

The beauty of blogs is they are a flexible tool. The technology allows them to be that website and so much more–intranet, team project site, email replacement, advertising platform, billboard, company picnic, conduit to ideas, real connection to customers.

What Every Company and School Should Know

What most non-bloggers should know is that the number of both public and private blogs will continue to grow. They will outnumber websites based solely the fact that the expertise required to run a blog makes it inevitable. Small businesses start blogs because they already know that blogs are more flexible–can do more things, more easily, more quickly, and for much lower start up costs.

We owe it to our readers and our customers to to let them know that a blog isn’t just a poor person’s website.

If you want to add value to a business relationship, share that information with someone who needs it.

Let’s talk about how many ways blogs can be used. What do you see when you look at your blog as a tool?

–ME “Liz” Strauss

Titles that Grab Readers

November 7, 2005 by Liz

The best marketer I ever worked for swore by this rule:

Call it what it is. They can’t read your mind.

The following three titles all describe the same posting.
Which title would draw the most readers?
Which title would rise higher in search engine results?

Golden Snapshots
Short Posts that Draw Readers
Posts Made of Steel Not Wood

Easy to see. Hard to remember. If only I had a billboard in front of my desk instead of dead air. I need to go back to rename some postings so readers can easily tell what’s in them.

Creative writing is two blogs down and then to the left. Sometimes I’m too clever by half.

Do you have the same problem that I do?

–ME “Liz” Strauss