(Excerpts from a great technical writing article…)
The Secrets of Corporate Blogging
I would like to begin with defining what corporate blogging is. There are actually four types of blogs that can be considered corporate blogs; I will list these definitions later. For now, suffice to say that I am most interested in corporate blogging as “professional blogging on behalf of a company”.
So first I have to explain: what is professional blogging?
What is Professional Blogging?
Here are some of the key missing elements from this, that must be present in professional blogging:
- Frequent: A professional blog is “frequently” updated. That frequency depends on the topic and the length of posts. It could be several times a day or once a week. It must be enough that people who are interested in whatever you’re writing about consider you “currently” active.
- Periodic: The frequency of a professional blog must be steady and known. It is unprofessional to write a bunch of posts one week and none on the next week. This confuses the reader, who no longer knows what to expect or when to expect it. Regular posting encourages regular readership. Regular posting boosts your rank on search engines.
- Sustained: A professional blog may make instant waves, in very rare cases, but most simply don’t exist until they have been around for a year or more. It’s a detriment to your professionalism – or a company – if you start a blog and then abandon it. A couple of posts is simply not a body of work, nor enough to capture a following or a search engine.
- Informative: Any professional blog must be relevant and informative to a target readership. It must be useful to its readers. You have to give value. You’re competing with ten million other media sources. If you’re not providing value to your readers, you’re not doing a job. That value can be information that can’t be obtained elsewhere, or in a particular format, or it can be entertainment.