Monday, February 13, 2006

How Should Your Business Blog?

Is there some sort of recognized "10 Commandments of Blogging"? Not really, but as this relatively new tool for business communication continues to mature, themes are beginning to develop.

This I found by Julie Moran Alterio on TheJournalNews.com.
Creating a theme blog is smart because customers are more likely to enjoy reading about a topic important to them than an overt sales pitch, said marketing strategist Steve Rubel, a senior vice president at CooperKatz & Co. in New York and author of the Micro Persuasion blog.

"The secret to a good corporate blog is that it has to be high interest, and if your subject matter isn't, you have to figure out a way to connect with subjects that are," he said.

By Scott Yaw from Deskey in Cincinnatti, writing on DMNews.com, comes this:
Develop a business plan for the blog that spells out objectives and responsibilities and insist on CEO signoff. Without this step, huge disappointment will surely follow. Companies should think of their blog as a vehicle to form a responsive dialog with employees, customers and suppliers. An effective blog site has a lead author who takes responsibility of content. Therefore, it's critical for companies to appoint the right person to manage it.

As hard as this is for controlling organizations to accept, corporate blogs should first reflect the writer's personality, not just the self-serving interests of the company. Don't make the mistake of turning the blog into a "selling tool" to push products. If it's not honest, authentic and engaging to visitors, it won't be read by anyone you want to reach out to.
The voices coming from the blogging experts are all starting to sing from the same piece of music. We may not all be singing the same part, but then, that's called harmony.

Let me explain our 'part'. ghostblogging@veritymedia.com.

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