by Bill Comcowich
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In this two-part series, I analyze the steps for planning and implementing a corporate blog. The first article, on planning a blog, examines the key decisions on subject, mission, audience targeting, market survey, blogger selection, securing of a corporate champion, and the "go" decision.
The second article, on implementing a successful business blog, dissects the steps of selecting development tools, working out a content plan for launch, making a debut, developing a style and personality, handling responses, monitoring consumer discussion on your subject, and enjoying the process.
Herewith, eight tips for planning a business blog.
Tip #1: Pick your subject
"Passion" is the litmus test of blogging. The most successful business bloggers are knowledgeable about their subject. More importantly, they are passionate. Usually, they are evangelists. It's the combination of insight, passion, and good writing that attracts followers.
Tip #2: Define your mission
What purpose is the blog to serve? What is it to accomplish? What problem is it to solve? What gap is it to fill?
"Renown" and "revenge" are major motivators for independent business bloggers. Many business bloggers hope to become recognized as a thought-leader, which in turn may lead to monetary rewards. Others use blogs to attack industries, companies, or adversaries.
In corporate blogging, the mission should be at a higher level. Potential missions: Increase company credibility, improve reputation, improve customer service, enhance customer interaction, give customers behind the scenes "feel" of company culture, provide communication back channel, create openness, showcase innovation, air business issues, build trust, create an early-warning system, and more.
Tip #3: Identify your target audience
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