I’ve had an increasing amount of readers writing to me over the past few weeks asking questions on the topic of how to develop a business blog as opposed to a commercial or entrepreneurial blog.
Here’s one reader’s question to help flesh this out a little:
“Hi Darren, can I ask you a question that I can’t find an answer to anywhere?
I have just been hired by XXXXX (ed – a well known company) to develop a blog for them. I’ve had both a personal and a more commercial (advertising and affiliate programs) blog before but haven’t ever written on a business blog. The more I look into it the more I realize that many of the things I’ve learned about blogging previously are just not relevant to this new venture. Can you give me any tips?”
This question is typical of a number of emails that I’ve had over the past month. It seems that businesses are catching onto the power of blogs (or at least are perceiving them to be powerful) but both they and some of the bloggers they are hiring are unclear on how a business should use blogs.
Disclaimer – I’ve never written a ‘business blog’ and am not really sure I’m the person to be asking these questions as any expertise I might have is more in the type of blogging that earns income from ad or affiliate programs. As a result I’m looking forward to the opinions of readers who have more direct experience with business blogging – please feel free to share what you know in comments.
However having being asked the question numerous times – let me attempt to shed some light on the topic from my perspective….
Get Objectives Clear – the advice that I find myself giving to bloggers of all types is to think ahead of time about a blog’s goals and objectives. If I was being hired by a company to develop a blog I would work very hard at finding that company’s expectations for the blog out before starting it (actually – I’d find them out before accepting such a position).