The Art of Business Blogging

I found that I need to keep blogging about search and social.

I did this quite a bit at my last job, but seeing as how that’s not an option anymore, I’ve decided to get back to it on my own. There are certain advantages in this – for starters, I won’t have to pussyfoot around opinions that may not be what was agreed upon at the agency.

The great disadvantage, of course, is that there isn’t any pay involved in maintaining this blog, but so it goes.

And as long as I’m writing self consciously, I may as well admit that I miss the work blog – the way it was, anyway. The first incarnation of the blog was a sort of free information service, with opinion – the way it really should be. Posts were short, easily read, and took issue with the community around it – namely, on line marketing, public relations, marketing… in short, our business.

Once the site was renovated, that sort of fell away. A lot of that had to do with getting people to write posts for it that never really wanted to. At first, I have to admit, I was happy about that – up to that point a predominant number of those posts were written by me – and not because I was a nacisist, but because I was charged with making sure the blog got material. If I didn’t write it, who would? I did what I could to incentivize writing for it, but that never entirely panned out. 

So when the new blog was created, people were tasked with writing for it. (I tried that too, but was never really good at cracking the whip.) The blog became more of a marketing platform than a repository of useful news and information. The last post I created for it was an attempt to get back to writing something fun, something others would read. Now that I’m no longer there, though, I have a feeling those kinds of posts are gone. The lead post up now is titled, “Why Consumers Love Advertising,” which is an hilariously untrue statement.

(While the author is actually a great guy I loved working with, I’m not going to post a link to it. Frankly, my social profiles were the biggest referers of traffic to the site, and since I’m not getting paid to anymore, I’d rather not send any more link love their way.)

In order to write a successful business blog, one has to consider that while your objective is to get a new customer, the person you’re reaching out to may not be entirely interested in being sold to. Your post should have something that makes them want to read – helpful news, tips, or just something about the industry that’s in some way entertaining. A hard sell on a blog is about as obnoxious as a cross country bus ride sitting next to an insurance salesman, but easier to move away from.

And you’ll get no sales from that.

Tom Hung over at PR Blogger wrote a great piece on the 5 things you should be doing if you want a successful blog, and I strongly recommend you read what he has to say – I would have, but since he’s already done it so well…


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