To Blog or Not to Blog

The initial idea behind blogs was to let individuals create their own forums in order to express themselves. That in itself is a very dubious idea. As could be expected, many people use blogs as unedited repositories for garbage. In addition, most blogs are basically dormant. It seems that people start them up with considerable enthusiasm but the energy wanes rapidly. It requires a major effort to maintain a blog.

A technical blog may be a good idea to attract the attention of customers and associates and develop commercial relationships, but there is a price to pay. A blog must be active. You must regularly add new material in order to maintain a dynamic image. What really counts in any blog is how effectively you are communicating with your selected audience. A poor business blog will torpedo your internet marketing strategy, and raise the scorn of your customers.

EFFECTIVE USE OF BLOGS

If you are contemplating a leap onto the increasingly crowded world of technical blogs, you ought to think twice before you jump. Don’t get me wrong. For many entrepreneurs, blogging is a highly effective (not to mention cheap) marketing tool. But it’s not for everyone. If you want to start a technical blog about your product or services be very certain that you are able to provide added value through a steady flow of content. Blogs should educate, not just plug your product or company.

SOME BASIC BLOGGING RULES

You must be able to post at least three times a month. If you cannot meet this frequency it will look as if you don’t have sufficient new information to add and that creates a terrible impression.

Don’t bad mouth the competition. You can be negative somewhere else but not on a blog. You should deal with your product, market issues, and recent developments in your sphere of activities, and just about anything else that comes to mind. But don’t get nasty with the opposition.

Keep it short. A single blog entry should not exceed 500 words. You want the folks to read it in one sitting. Leave War and Peace to Tolstoy.

Watch your grammar, and syntax. Somebody has created a widespread illusion that blogs can be sloppy. They just have to be fun. Forget that. The language in your blog must be as meticulous as the accuracy of the content.

TIPS FOR WRITING A GOOD BLOG

First off, state right up front what you are doing. Your blog title should be something like: “ABC is a technical blog that deals with DEF-related technology – news about what's happening in our fast-changing world and hands-on information to help you resolve your day-to-day problems”.

• Never launch a blog with fewer than three posts. You do not want to appear to be a total novice.
• Post new content a few days after the first entry. Then update your blog frequently and regularly.
• Market your blog. You can’t expect your intended audience to just find your blog. You have to create good content and then you have to tell people about it. Email your customers and tell them about the hot stories in your blog.
• Stay on topic. The content of all the items in the blog should relate to your declared subject. The majority of your readers will visit your blog because they are interested in this specifically defined topic.
• Old news is not news. Be certain that the information you are giving is recent and accurate. Telling your audience what they already know will not endear them to your blog.
• Adhere to a schedule. As I already stated, blogging requires time and effort. Don't create unrealistic expectations and be unable to deliver.
• Write clearly. Keep the language clear and easy to understand.
• Keywords. Make sure that you have relevant keywords in the title of the blog. It attracts attention and is very important for search engines.
• Make sure your language and syntax are meticulous. There are still a lot of people who cringe at errors in your writing.
• Make sure you have an up-front link to your RSS feed. Subscribers are what your blog is all about. These are the people you are trying to influence. Also, offer an email version of your RSS feed.

AN ALTERNATE AND MUCH SAFER SOLUTIONS

I tend to shy away from blogs and encourage my clients to be very cautious before they start off on such an adventure. Blogs are much too demanding. Since I write both blogs and newsletters for my customers, I can tell you that a newsletter is safer as you have a far more limited commitment. It is a regularly distributed publication and people expect to see it once a month, or once a quarter, or whatever. Everybody blames you for not keeping your blog up-to-date. Nobody worries about a newsletter arriving a bit late.