Rescue Desk

Web 2.0 — the buzzword describing the next generation of Internet users — is all about having a conversation. Not perusing a library, like the golden-oldie days of the Web.

If the cornerstone of today’s Web experience is conversation, then its foundation is content.  Web developers are designing specifically for content, companies are hiring full-time content engineers, and marketers are flocking to classes on “How to Write for the Web.”

One tool that’s clearly moved to the front of the pack is blogging. If you Google “Blogging for Business,” you’ll come up against more than 6 million articles, tips, books, tools and, of course, blogs themselves.

Heck, if you’re reading this, you’re reading my business blog. For me, it’s a way for clients to get to know me better, to share things I see within my industry, and comment on tidbits that float across my desk.

Blogging can be a fiercely advantageous tool for internal and external business audiences.  It’s your chance to offer insight to the masses. It’s a one-stop-shop for anyone to tap into your expertise and observations.  It’s informal, personal and a great way for readers to interact with you. It gives you a voice to go with your image.

It can also be a timesaving lifesaver.

• Blog for your customers about industry trends, or so your employees can read the latest company news.
• If your company gets a zillion questions on the same topic, set up an FAQ category on your blog.
• Have regular contests for employees, or are always snapping pictures at company events? Highlight them in a contest or photo blog.
• You can also use your blog do some promotional teasing — drop hints about an upcoming announcement or event to increase the number of returning visitors.

But, for as cheap and easy as blogs are to start and maintain, they can also be a challenge to manage.  As one Inc.com article on business blogs so aptly noted, “Do it wrong and you could embarrass yourself, bore or alienate customers or prospects, contribute to information overload, and potentially even wind up on the wrong end of a lawsuit …”

Content is king. Keep your blog updated with regular, relevant posts. If the last time you posted something included photos from your awards ceremony — last year — it’s a safe bet that nobody is reading it anymore. 

I said your blog is a one-stop-shop … for anyone. The very nature of a blog is to be an outlet for contemplation.  But, unless it’s hidden behind a virtual lock and key, anyone can read it. The February issue of Entrepeneur magazine featured a column on business blogging. “Think ‘book’, not ‘diary,” it said. “A diary contains your spontaneous thoughts and feelings… By contrast, if you write a book, from Day One you should be thinking about spreading the word about it.”

It’s important to know your audience and write accordingly. You should be able to easily answer the question:  “Why do I have a blog?”  Your answer should drive what your blog looks like, its content and your writing style.

Blogs can undeniably become an effective tool to share your (or your company’s) expertise, build relationships with your employees and customers, add some umph to your overall marketing strategy and connect with a wide audience.  

So, it’s time to shelve those library books and start talking.