A Newbie Guide to Business Blogging

I recently spoke at the BlogHer Business Conference in NYC, considering the topic, “Should you blog?” Since the answer is more often “yes” than “no” here’s a checklist for beginners who want their first steps to include as little falling down as possible. The good news about waiting to get in the game? Lots and lots of other smart people to learn from very quickly.

# Find a co-author or two if possible.
The age-old buddy system works great on a business blog, as you can share the tasks as well as provide motivation and support fro each other. Very often, the diversity of voices makes both the style and the topics more interesting. Having a peer you trust also makes the accountability energy available to support you both.
Drawn! The Illustration & Cartooning Blog (link has expired)
Tom Peters and associates

# Set low threshold goals, so you’ll be able to meet them.
Starting a new blog is not the best place to be as macho as possible, or tack on one of those typical competitive, corporate goal-setting challenges. Blogging really seems to come in part from your soul, and I find souls are incredibly resistant to being treated like your average deliverables. It’s probably going to take some time to find your voice and your comfort, and adding pressure just for the sport of it I think is counter-productive.
Your Blog Voice by Toby Bloomberg

# Write twice as casually as you would imagine.
Blogging is a conversation among friends. No need to put on airs, be formal, try to impress, or otherwise intimidate your readers. I find most of our clients who start blogging find this challenging. When fingers hit the keyboard, certain neural pathways are triggered and out comes memo-speak. I have the most wonderful, warm conversations on the phone, then I read an email and I seriously wonder “Is this the same person?? Why did you go all stiff on me? Did I do something to offend?” Writing a few posts first in longhand may help break this auto-response that is better suited to the legal department than the blogging desk. In other words, don’t keep how nice you are, a secret.
Dennis Mahoney Gives Great Examples here

# Don’t keep how smart you are, a secret.
Stop laughing! It’s true. Every businessperson – and I almost never use that word “every” – has knowledge about his/her products and services that potential buyers would love to know about. You have anecdotes about how things were developed. You have stories about how people have creatively used the stuff you make and sell. (See #3 above.) Please don’t think it is boring or inconsequential or insignificant. Your readers get to decide that, and so far, the jury overwhelmingly has proven it will enjoy reading just about anything! Please contact me directly if you are struggling with this and I will give you 5 blog post ideas in 5 minutes based on your industry/experience, guaranteed. Boasting is allowed. It’s good business and a lot faster (and cheaper) than a formal press release to post news about your recent accomplishments.
Dated and long and still a worthy summary of the PR benefits to blogging

# And a few more Bare Feet B’s of Business Blogging:
** Brevity is your friend. A single paragraph is plenty for a blog post. One little brief idea and you’re done. You can write long posts, but it’s not necessary or expected.
** Bullet points are easy on the eyes and the brain. Write a paragraph first if you like, then crunch it down to a list. They are much more digestible and I find they also me organize my thoughts to prevent repeating myself in a blog post.
** Bold titles are best for busy people. Tell it straight up, in the title of your post, and consider using a keyword or popular search term when appropriate to help new readers find you.


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COMMENT:
AUTHOR: Toby
URL: https://www.divamarketingblog.com
DATE: 05/03/2007 05:36:04 PM
Roxanne – wonderful list. Thanks for including the post about finding your voice from Diva Marketing.

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