Thursday, February 05, 2009

A Blog on the Horizon?

If you’ve been paying any attention to the internet for marketing purposes, you will have some appreciation for its power to attract and convert customers.  Blogging is a potential tool in your internet arsenal, which, when used well, can raise your web and business profile.  On the down side, when not done well, blogging can be a waste of time and money.

Unfortunately, blogging is rarely “done well”.  The basic problem is that many businesses mistake blogs for blogging.  Writing for a blog is one part of blogging, but, without the other parts, writing a blog soon becomes tedious and unproductive.

The next misunderstanding is the amount of time blogging consumes.  If anyone believes that blogging is a “minutes a day” task…well...they have never blogged properly. 

As a simple illustration, here’s how things might unfold:

You start your blog with your first entry; a one-way street of communication – you tell your audience something. 

The problems arise when, suddenly, an oncoming lane appears on your communication path, usually in the form of a response to your blog. 

More lanes of communication pop-up quickly when, before you respond to the first response, another one appears taking issue with the first response, but also posing a question that you can’t answer. 

Then Google ranks your blog for the unanswerable question.

Boom!  You are in the middle of the widest, busiest highway in the world with no clue of how you got there or where you are going.  Abandon blog.

OK.  We don’t have enough space for a scenario that outlines all the pitfalls, and rewards, of blogging, but, hopefully you get the idea.

Blogging isn’t for everyone.  If you think it is for you, please give yourself enough time to do it properly (compute the time to do it properly by estimating the time you think it will take to do it properly, then multiply by at least three and maybe you will be close).

By Stephen Da Cambra

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