There’s all sorts of advice on why and how to blog. Everything about blogging has already been blogged about. And yet, many businesses haven’t even scratched the surface to understand what blogging is actually about and what roles it may play in their overall strategy and presence – on and offline.
But all businesses have different going concerns and goals and strategies. Every media, communications and marketing strategy is different from the other.
While helping out a friend, I offered a bunch of questions for her to answer, figuring that the exercise of questioning may be more insightful and valuable than straight tips. I’m publishing an upgraded version of those questions here because there’s a ton of “expert” advice out there which you can find simply by Googling keywords related to blogging and business. The fact is, however, your business needs to do a deep self-assessment of its goals, culture, resources, tactics and strategies before just following a pre-fabricated set of instructions.
NOTE: when I use the word “blogging” I don’t just mean the publishing of content on a website. No, for me blogging is about proficiency in communications, ecosystem awareness, audience building and dialogue: from traditional to emerging media. Blogging involves a new set of skills which business should acquire and hone, to be overlayed on top of their bread-and-butter marketing and communication expertise. Blogging is a constant learning process. It’s also a way to reveal strengths and weaknesses inherent in organizations, their cultures and their processes – and thus the importance of questioning within the larger context of strategy.
With that in mind, here are the questions.
STRATEGIC QUESTIONS FOR PROFICIENT BUSINESS BLOGGING
- What’s the purpose? Biz development? Customer availability? A place to house your industrial expertise and knowledge? A place to create a community where ideas and questions can be explored openly? What value do you expect to provide or extract?
- Who is your audience(s)? Are you thinking that your only audience would be end-consumers? Or might they be industry influencers or vendors or the public? Will you be able to track the social footprint of your audience – who they are, where else on the Web they interact?
- What kinds of content are you delivering? Is it informational? Editorial? Inspirational? Industrially insightful? Action-calling? How might the kind(s) of content and information you publish influence your audience? Are you willing to let your audience help determine your content?
- What kinds of media will you provide on the blog? Text? Video? Audio? Slidedecks? Different media have different properties. Have you thought about the properties of traditional media and how they differ from emerging media? How much of your traditional marketing expertise evolved around the properties of print, radio and TV? Given that new media possess different properties, how might your marketing strategies need to adapt?
- Do you know what kinds of assets a blog can build? Leads? A small but relevant community of influencers? Street cred? Search engine ranking? Which do you need?
- How will you distribute your content? Have you developed other web real estate – outposts on Facebook, Twitter, Youtube, Slideshare? Which ones make the most sense to invest in? Can you build a visual map of your entire Web presence and how different Web and traditional presences relate to the bigger picture?
- If you successfully build your community, do you know how to leverage it? Will you be satisfied to just have visitors? Or will you engage with your community – not only on your blog but elsewhere? Will you continually monitor your efforts and make the best of the connections you make? Will you develop a system to reach your community beyond your blog – either via email or other media?
- Do you think blogging is just putting content on a website – or do you believe it is a spectrum of media skills? What’s your conception of blogging? Might there be more to blogging than what you think you know? What skills may you need to develop or build upon?
- Do you have a plan on how to distribute your blog content to traditional media (where else is your audience)? What are your overall communications and marketing strategies? How might emerging media not only play a part, but how might their proliferation impact your established strategies?
- How committed will you be? Is this going to be a chore “to be done” or will you intelligently integrate it into your business routine? Do you understand the skills and resources needed to become proficient? When thinking about resources, are you considering time and talent and networks?
- Do you have the stamina to sustain your efforts in the long-term? Investing in new media is about sustaining long-term capital. Given your resources, will you create the kind of working environment for your employees to enjoy the art of creating content, conversing across different networks and advancing the company’s objectives?
- Do you know how to make it easy (and enticing) for your audience to comment? Will you thank and comment back? Is sharing via email & other sources easy?
- Are you willing to fail? More importantly: how do you define failure? This is important to know because if you define failure appropriately, then you’re more likely to know what to do when you encounter it: in fact, you may see it as a huge opportunity.
There they are. Take your time answering these questions because they aren’t just about blogging: they’re about your understanding of how media and your business intertwine.
I listed 13 – which some believe is an unlucky number. So if you’re superstitious, you’ll have to come up with at least one more.
What questions do you think you need to ask yourself?