Regardless of the blog type you choose, be it personal or corporate, the following pieces of advice are meant to guide your steps in your future blogging activity. These are the most important blog tips you’ll need to follow when starting a new blogging adventure!
1. Look for ideas at any time and in any place
A conversation in the subway, a debate or piece of news heard on the car radio, anything can turn into a new topic for your blog. Keep your mind open and tune your hearing, combine them with good analysis skills and you will have some killer weapons in your arsenal.
2. Raise and maintain interest
An attractive first paragraph is not enough to maintain the reader’s interest throughout your blog post. “Start big, finish bigger”. Provide new hooks in small doses to keep your readers interest throughout the article.
3. Generate the conversation and take part in it
Often times, bloggers are compared to journalists, and their blogs to newspapers (usually tabloids, not broadsheets). Yet blogs and online newspapers differ exactly where they are also alike – the comments section. Newspapers use the comments section to allow users to express their frustrations and almost never moderate them. The classic journalistic style rarely requires an answer or any feedback, usually being limited to presenting the facts or expressing an opinion.
The main ace bloggers play is their power to start conversations and to keep them going by being part of them.
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So, you think you are ready to launch a corporate blog for your company? Based on previously set goals for your blog and the available resources, the most common types of corporate blogs from which you can choose are:
The CEO blog is the blog authored by someone from the company’s top management. The general trend for such blogs is to publish analyses of the main events in a certain filed, forecasts and statistics, this content pattern thus positioning the author as a thought leader.
Often times this type of blog will be strongly related to the company brand, its products and services.
A few famous examples of CEO blogs:
- Jonathan Schwartz (President & CEO, Sun Microsystems)
- Craig Newmark (CEO, Craig’s List)
- Jason Calacanis (CEO, Weblogs)
Similar to the CEO blog in what the editorial style is concerned, the entrepreneur blog is set apart by a significantly larger volume of information relevant to the author’s field of expertise and by diary-type entries describing the ongoing projects the entrepreneur is focusing on at the time.
A couple of examples of entrepreneur blogs:
Multi-author company blog
Several authors – company employees from different departments – publish content on this type of blog, each of them writing articles that cover their area of expertise. Often times these types of blogs turn into blog communities aggregating content published by individual, single-author blogs.
Ever since blogging has become “mainstream”, companies have discovered a new marketing tool in blogs. Some took blogs even further and transformed them into brand elements and it proved to be a winning decision, as blogs have the power to give a voice and a personality to a company.
But even so, corporate blogging has not always been the best choice for some. Just as with any other marketing tool, it needs to fit your company’s profile, needs and expectations in order to be truly effective. Is a blog really going to help your company? Ask yourself these 3 essential questions before taking the step and launching a new corporate blog.
This post has been revised and included in the Corporate Blogging Guide.
You can read the revised post here.