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Business Blogging

Business Blogging

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Published by: api-3705560 on Oct 14, 2008
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03/18/2014

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Business
Blogging
by Debbie Weil
A quick guide to understanding, launching and
maintaining a blog as a business & marketing tool.
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Beginner\u2019s Guide to
re-released manifesto
SPECIAL
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|iss.\ue009\ue009.\ue0082 |i |U |x |+ |Q\ue008\ue002\ue000k\ue002e De\ue00b\ue004\ue002t\ue002\ue005\ue004 \ue005f a B\ue003\ue005\ue001
Here\u2019s the plain-language, quickie answer to the \u201cEr, what is a blawg?\u201d question:
\u00bb\ue000A Weblog or blog is an instant publishing tool anyone can use to add fresh content to a
Web page. No tech expertise required.
\u00bb\ue000\ue000Blog is both a noun and a verb. When you blog (verb), you write. When you blog for busi-

ness you should write coherently, purposefully and with the goal of establishing your
company\u2019s credibility and expertise. No drivel allowed. But an authentic, informalvoiceis
encouraged.

\u00bb\ue000A blog is a new way to market your services or products by positioning you and/or your
company as thought leaders in highly competitive markets.
\u00bb\ue000A blog is the new cost-e\ue000ective way to communicate quickly with \u2014 and get feedback
from \u2014 your audience of readers, whether they are colleagues, competitors, the media,
prospects or customers.
\u00bb\ue000A blog is just a tool, albeit a cool one. As with any tool, there is a right way and a wrong
way to use it. There is proper blogging etiquette. (More about that below.)
A Few Exam\ue006\ue003es \ue005f
(We\ue003\ue003-W\ue007\ue002tte\ue004) B\ue008s\ue002\ue004ess B\ue003\ue005\ue001s

Who is blogging for business? Lots of companies, often technology-oriented. And lots of sav- vy marketing types. Here are a few examples of well-written blogs. Note that they are written by one person and in a distinctive voice. Individuals (behind companies) blog. Corporations

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|iss.\ue009\ue009.\ue0082 |i |U |x |+ |communicate in marketing-speak, whether it\u2019s glossy collateral or their corporate home page.
Which do you think is more persuasive to the reader? Who wants to be marketed ator sold
to? Wouldn\u2019t you rather have an intelligent conversation and decide later whether to buy?
Air Conditioning Contractors of America\u2019s ACCABuzz
http://accabuzz.com/
BizNet Travel
http://biznettravel.blogs.com/travel_log/
B2B Lead Generation by Brian Carroll
http://blog.startwithalead.com/weblog/
Jupiter Media\u2019s Alan Meckler
http://weblogs.jupitermedia.com/meckler/
Micro Persuasion by Steve Rubel
http://www.micropersuasion.com/
Sun Microsystems\u2019 Chief Operating O\ue003cer Jonathan Schwartz
http://blogs.sun.com/jonathan
Seth Godin\u2019s blog
http://sethgodin.typepad.com/
H\ue005w B\ue003\ue005\ue001 S\ue005ftwa\ue007e & Te\ue000h\ue004\ue005\ue003\ue005\ue001\ue00a W\ue005\ue007k

While the technology behind blogs may sound intimidating, you don\u2019t need to know much about it in order to get started. To blog, you really just need to know how to type. Oh, and write. Good blogging is good writing.

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