This seems to be one of the most oft asked questions I receive. It typically comes right after, “I want to start a blog.” Most often this comes from the fact that this person has heard the term “blog” so many times, they feel like they are missing the bandwagon and need to get on board. “Bobby has a blog so that means I need one too.” Well Bobby may just be more interesting than you!
Having a blog is one of the easiest things to do, but one of the hardest things to do well. The first shocker I give people is to tell them it is not a marketing tactic. Blogging is a way to create transparency and, most importantly, start a dialog. It would be like asking someone ” would you like to chat” and then after they say yes proceeding to give a long lecture about how so dang cool you are. Simply maddening.
So why have a blog and how do you do it right? The first step is to first have a cause – a compelling reason to write. As I have often said to clients, customers buy products but evangelists buy causes. They buy into something. And no, selling more stuff is not a cause. Come up with a higher, holier calling about what you do.
Step 2 is to explore the cause. Make it conversational. Explore the different opinions on the topic. Ask for input and feedback. Make it stream of consciousness.
Also, remember the key rule of blogging – make it compelling. That means you need to piss them off, make them laugh, tug on their heart strings, or spark their interest in some way.
Don’t blog just because some marketing guy told you to. Blog because you are passionate about something. Blog because you have some expertise in a particular area. Blog because you want to change the world in some small way.
There are a lot of bloggers out there with some great success. What do you find makes a good blog?