Unless you’re in the espionage business or something where you don’t want people to know what you’re up to, your company should probably be writing a blog. The blog Journalistics offers some advice on the why and how. Here’s a blip, but I’d recommend you read the whole thing:
There is only one thing that keeps most organizations from blogging…FEAR. The most common fears include:
- Fear of People: your company is scared of people. If you write stuff on your blog, people will hold you to it (or hold the info against you). Worse, maybe competitors will get the upperhand – since information might leak out through the blog? And of course, people will say bad things about you in the comments. More good than bad will happen, trust me. Get over your fear and try a few posts – you won’t look back.
- It’s Too Technical: HTML, CSS, RSS and PHP? Sounds like a bad game of Scrabble, right? A lot of organizations get hung up on the technical side of things. It’s too much work or will cost too much money to get a blog up and running. Honestly, it’s cheaper than almost any other type of marketing (and a lot easier to get a return). If you can type an email, you can probably figure out how to set up a basic blog. Custom programming and design costs more (but not as much as you think). And it will be well worth the investment.
- Who’s Going to Write the Stuff? This is the biggest challenge in my opinion. It’s a lot of work to produce high-quality content on a regular basis. And if you succeed, you’ll also need to interact with your community (a topic for another post).
How to Make It Work
The last thing you want is to launch a blog and then have no content there. Your blog becomes a ghost town, and nobody comes to visit. You don’t have to crank out 100 posts a month to be successful. If you focus on quality over quantity, you can easily get away with four posts per month in the beginning (the minimum number I recommend).