Wednesday, February 22, 2006

Blogging Basics For Business Blogging

Sorry for the uber-alliteration. I couldn't help myself. Here are some blog basics from Nancy Vonk, co-chief creative officer of Ogilvy Toronto, in an article on BrandRepublic.com. This is a nice overview, in a kind of Q & A style.
Aren't blogs written by a bunch of losers with nothing better to do than criticise everything and anyone? Why should I waste my time trolling the blogosphere?

Yes, yes, yes, millions of blogs are tragic, but many others are hugely worthwhile.

Who are the blog experts? What are their rules for a good blog?

Blogs are so new there aren't any gurus yet. The "rules" are being stumbled upon through all the mistakes and lessons learned, particularly when it comes to corporate blogs.

Looking at successful blogs from companies such as Microsoft and IBM, should all my clients be starting their own blogs?

For most, not yet. It may be a while before most companies are prepared to do what it takes to make a blog really work for them.

Do the best bloggers have incredible writing skills?

You don't have to be a phenomenal writer to be a successful blogger.

The good ones write spontaneously; their words aren't meticulously thought
through. In a context where speed and authenticity really count, this kind of under-thinking is a plus.

How will traditional, rule-bound marketers cope with approaching this powerful communications tool that cannot be controlled?

Blogs have much in common with traditional media. Without great stopping power as they are skimmed - much like a newspaper ad - people won't linger for more than a few seconds.

If there isn't immediate relevance, they'll move on. If it's delivered in an unappealing voice, they'll move on. Without a focused, single-minded message and consistent voice, they won't be remembered.

These are just a few tidbits. The whole article is well worth reading.

Now, you might be thinking that I'm giving away trade secrets here, but I don't think so. Understanding this new media opportunity and developing a strategy that makes sense for your company is one thing. Implementing and maintaining it is another. That's where I come in.

ghostblogging@veritymedia.com.

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