Is blogging for you?

About 4 years ago a remarkable woman named Toby Bloomberg (www.bloombergmarketing.com) gave me my first exposure to blogging and social media over all. She explained then that those who did not embrace this new form of advertising would soon get left in the dust.

At the time I was working in a corporate setting and a client, the CEO of a major health and fitness conglomerate was deciding whether he should start a CEO blog on his corporate website.
She had some very heavy cautions for starting such an endeavor.
See her advice below:

"A blog is a cost efficient, effective easy-to use, internet-base, communication tool.

Blogs, short for weblogs, are a variation of a traditional web site complete with URLs and linking ability. However, there is the option to include comments from visitors. Posts (content entry) are in reverse chronological order giving the blog the look a journal format. The most current content is always at the top of the page.

There is no need for a webmaster. Even non-technical people can quickly learn to blog. Authors can edit, update and maintain content without ever knowing an HTML code. If you can use Microsoft Word you can blog.

The major difference between a website and a blog is that a website is usually a static communication vehicle, while a blog is dynamic in nature, constantly changing and evolving. The ease in adding content lends itself to more frequent posts than a traditional website. Blog posts range from a few sentences to a couple of short paragraphs to a series of bulleted lists.

Although blogs can have multiple authors, most blogs are written by one person. The best bloggers are authentic and candid. Their writing reflects their personality through voice, tone and style. Since most postings are written in a conversational tone, blogs convey a familiarity that does not exist in static websites.

Why Marketers Are Jumping on The Blog Bandwagon

Savvy marketers are integrating blogs into their marketing plans to support strategies such as: extending brand awareness, building credibility through thought leadership, developing relationships with customers, prospects, stakeholders, generating sales leads, and conducting product research.

• Blogs humanize and "emotionalize" brands and companies.
  • Example: Microsoft Channel Nine
• Blogs offer accessibility that can not be found anywhere else.
CEO Business Blog Examples:
• Richard Eldelman, President & CEO Eldeman (largest privately held PR firm in the world)
• Bob Lutz, Vice Chairman of General Motors
• Alan Meckler, CEO JupiterMedia
• A typical blog format includes a comment section associated with each post allowing for feedback.
• Each blog post includes a unique URL, which helps to virally extend reach and awareness of your brand.
• Blogs are being used as a component to search engine marketing strategies because of often high rankings on Google, MSN, Yahoo and others.

RSS - The Power Behind Blogs

To read a blog, you can, of course click on the link to a blog to or save a blog in your favorites.

A better way is to subscribe to a "reader" / "scraper" / "aggregator" which is a web-based interface that you access from a secure website or a software program that you can download to your computer. New "feeds" are automatically downloaded to your "reader" when posted on the blog. Huge benefit - never any spam.

Bloglines is a free asp service: http://www.bloglines.com/
Here's a link to many more. Some are free and some are not.

Blog Publishing Websites

• http://www.blogger.com/tour_start.g - free and fee-based
• http://www.blog-city.com/bc/ - free
• http://www.squarespace.com - fee-based
• http://www.typepad.com - fee-based"

Though blogs are now a very common and powerful tool. As always, I recommend doing plenty of research, research, research to weigh the pros and cons. Most importantly, if you are going to do the research will help make sure you do it right.

The blogging community can be nasty if you break their "rules".

Happy blogging!