January 30, 2009

How to Write a Professional Blog

During the past few weeks I have been employed as a consultant for some companies that are interested in using the blogosphere to engage in a deeper and more serious dialogue with both existing and prospective customers.

It is an interesting change of pace for me to sit down and take a more professional look at blogging than I do in my role as a private blogger. As a professional blogger I have very different concerns than as a private blogger. In a professional capacity I look at every aspect of the blog with a very critical eye, but I also take care not to overthink it.

It is a simple three minute presentation that goes something like this:
  • Start by preparing a business plan for the blog.
  • Identify the purpose of the blog.
  • Determine what sort of content supports that purpose.
  • Find a template that is user friendly.
  • Prepare an editorial calendar.

About this time I count to ten and sure enough someone inserts their two cents about how content is king and we haven't even discussed it yet. They are right. Content is king. Solid content is the X factor. It is the backbone and without it your blog is doomed. But they don't pay the big dog to come in and lecture about how your blog must be well written. Everyone knows this.

But in an age of instant gratification some people seem to have forgotten that there certain business principles are still applicable and establishing a plan is important. You plan so that you can avoid pitfalls. You plan so that you can figure out what sort of metrics you are going to use to measure the success of your blog. You plan so that when the boss or bosses ask you to give a report about the blog you don't look foolish.

In the next post I'll spend offer a few thoughts about the difference between the professional and personal blog.

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