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Blogging: The "How"

Create a plan and focus on a distinct goal

If you want to use your blog to further your business, it can't be a random gathering of daily thoughts. People will expect you to discuss everything about your company, but you need to create and maintain your blog with a specific purpose in mind. Is it to showcase employees$%: Provide information related to your field$%: Recruit new employees$%: There are many possibilities, and you need to decide which way you're going before you ever launch your blog. Define your audience, what its needs are, and how best to meet those needs. If you're having trouble deciding on a direction, you may want to launch multiple blogs, as was done by Stonyfield Farm and Ice.com. However, if you're new to blogging, it's probably best to start with one.

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Identify the editor and retain an authentic voice

Effective blogs are high maintenance--they have to be updated regularly to keep the interest of journalists, customers and search engines. You should decide on an editor right from the start. If you decide not to edit it yourself, make sure you choose someone who has the time, whom you trust, and who has an engaging writing style that will draw in readers. Above all, don't let your PR department write your blog. Bloggers will figure it out, and it will cause your blog to lose all credibility.

Find the right tools

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There are too many blogging tools to list in this article, so the best strategy is to research what's out there and what will best meet your business needs. Blog tools range from completely free resources like blogger.com to highly specialized resources that offer all the bells and whistles you could ever want. Also, new tools are added on an almost daily basis. If you want to be overwhelmed with options, go to Google and type in "blogging tools."

Facilitate discussion and be open to comment

Part of the appeal of blogs is the interaction they fuel. Every time you post, you should make an attempt to start a discussion, either among your employees or with your customers. Plan topics that will start the initial discussion and ensure your editor is prepared to post as needed to get the conversation going. You should also make it a two-way conversation by including an easy way for readers to respond.

"Permit both positive and negative posts on your blog, and reply to comments made on other blogs pertinent to your area of focus," says Katherine Heires in her article, "Does Your Company Belong in the Blogosphere$%:." "Respond in a professional and business way. If you don't want to hear from your customers and critics in a public environment, don't blog."

Update regularly

Blogs are high maintenance. That's because, for a blog to be effective, it should be updated at least once a week. According to marketing writer Brian Quinton, "Nothing kills off consumer interest--and therefore search engine interest--like a dead blog. Give people a reason to check the blog site regularly."

Drive and analyze traffic

You can't just let your blog sit there and hope people will find it. Use any existing newsletter to announce and promote your blog. Link to it from your website. You can also boost your search engine rankings by using keywords and phrases with which you want to be associated.

You also want to analyze how your blog is being used. Make sure you have the tools in place to know who reads what, when and where. This will help you better adjust your strategy and meet your customers' information needs.

Monitor occasionally

Unfortunately, you can't just let your blog go and hope everything turns out all right. Periodically check discussions and see if they flow the way you intended and if they meet your goals. If they don't, you may need to rethink your blogging strategy.

Final Word

Blogs probably aren't the last great word on marketing, but they are here to stay. If you want to get your name out on the Internet and prove you take your customers seriously, consider blogging.

"The phenomenon is real," says Andrew Sullivan in his article, "The Blogging Revolution." "Blogging is changing the media world."