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Business BloggingBest Practices
Frank Goadwww.frankcomlex.com
Business BloggingBest Practices
Are you blogging, orblah-blah-blahgging?
First you must know:
-Who you want to read it-Why they will read it-What you want to say-How often to post
In the end, and with any web property, the number one rule is that:
Content Is King.
Keep it fresh and relevant.
The formula for blogging is:1 Part fact
1 Part opinion
1 Part ego trip
1 Part pleading
… and several parts gin and tonic.
The formula for blogging is:1 Part fact –
Speak to what you know.
You might have to actually talkabout what you wrote.
The formula for blogging is:1 Part opinion –Say what you think
about things.
Avoid confusion and make sure youexpress it as an opinion: “I think … ,”or “I believe … ,” or “In my opinion … .”
The formula for blogging is:1 Part opinion –
Back up the opinion with
facts.Avoid opinions about things
outside your business.
The formula for blogging is:1 Part ego trip –
If you’re an expert, say so …
… but do it with a little humility.
Don’t be Barney Fife.
The formula for blogging is:1 Pt. pleading –Readers have to know you want their attention.
It’s okay to ask folks to spreadthe word – vulnerability is OK.
… and don’t ask for hugs.
No? I didn’t think so either.
Can you afford not to do one?
Blogging is a way of building emotional currency with your constituents.
It can be the best voice to speak to them. 27% of Americans are avid blog readers.
… that is, if your readers have friends … of course they do.
100 readers tell two friends each …
Estimates of blogs created every day range from 10K to 140K. So why bother?
How many there are doesn’t matter. How many read yours does.It doesn’t take many readers.
… and, of course you follow the rules.
Content is king – new content rules.
Most of the Internet is static. Things get posted and that’s that.People see it once, then move on.
Blogs are dynamic. They change often. They reflect changes in the world around us.
Larry the Cable Guy – bad guest.
Ask people to guest blog on yours.
Just writing and waiting isn’t enough. You have to recruit readers, collaborators and others.
Promote it like any website. Use SEO, cross-links and other standard web traffic builders.
I take checks, cash and liquor store gift cards.
Pay someone – it’s an investment.
Can you really write? If not get help. Good ideas put in bad prose turns people off quickly.
Be honest about your skills because nothing kills a blog faster than mediocre writing. Folks can do that themselves.
Propeller hats are optional.
Two words: Accessibility, credibility.
If you’re in a narrow or very technical field, your audience will likely reflect that, too.
To broaden your appeal, perhaps someone from “outside” edits it IF they truly understand your field.
Repeating yourself at a party – not the same.
Re-runs are fine IF they’re good.
Well-written long posts are better than short vapid ones, but try to keep it at 300-400 words or less
Again: Content is king. Re-post an old work if it fits and your creative well is dry.
No, I didn’t say “feedbag.”
Always ask for feedback.
Be ready for feedback of all kinds. Address it with candor and honesty and you’ll win friends.
No feedback means you either are writing about things no one cares about, or you’re skirting the issues.
Like that time in Vegas.
It’s okay to avoid some subjects.
A general rule is, “If you wouldn’t put it in an email, don’t blog about it, either.”
In the end, common sense will tell you about “hot potatoes.” Don’t let emotions override good judgment.
GM’s chairman, Bob Lutz, started a blog.
He posted many of the barbsaimed at him, and there were a lot.
He got kudos for how he handled them and won friends for GM.
A blog is also an ideal PR tool – you control the story.
It allows you to postall of your story in your words.
GM did this in January after a beefwith the LA Times.
Know what others are saying and weigh in.
Keep an ear to the “Blogosphere.”
Being topical is good if you canconnect it to your business.
Don’t be afraid to “wander out of your yard.” Add whimsy.
Use “aggregation” and linkto other sites for news and stories.
Being topical is good if you canconnect it to your business.
Make sure your links, etc., aren’t more of the same.
Parroting news sites doesn’t work. Find unique perspectives.
Present pro/con issues via synopsis.
“It’s only work if you want to be doing something else.” – My Dad
MOST OF ALL:HAVE FUN WITH IT!!
Business BloggingBest Practices
Frank Goad, Pres.Frank Communications Lexington
859-335-8742
