What would I blog about?

Do you want an outlet to tell your customers about your company personally? Are you frustrated because your e-mail messages won’t go through or you’re afraid no one is reading that colorful newsletter you spend so much money producing and mailing? Maybe you need to let out your inner blogger.

I hope that by now you’re not wondering what a blog is anymore and you’ve come to accept that this new channel of communication isn’t some sort of flash-in-the-pan fad. Maybe you’re making plans right now to start your very own company blog and let out all those ideas about your products and services that you wish people knew. Hey, while you’re at it, why not show them your personal side so they can get to know you and your company culture before they even do business with you? Well, maybe it’s time to get started. So what are you going to say?

One of the first questions I hear when I do corporate consulting and presentations about blogging is “What would I write about?” If you have to ask that, you might want to reconsider whether blogging is for you. Since blogging is a very personal form of communication, I think the most successful people doing it have a fire and passion about their business that shows through in their writing. Those people don’t need to wonder what they would write about. They’ve been holding it in, and the blog gives them a “voice” to the whole world so they can share that passion.

However, you can start a list of ideas before you ever start writing, which will help you focus your thoughts. You can also look at what other people are doing. Have you looked at any blogs to see not only what people are writing but how they’re writing? If you don’t know where to look, then do what I tell all my clients: Google it. By that, I mean go to www.google.com and enter a phrase or keyword to find almost anything you’re looking for.
I’m sure you’ll find blogs on topics related to your business and industry. You could search for “how to blog” or “what to blog about.” The choices are endless.

I think you’ll have the most success if you write regularly in short posts of no more than 300 words. Write about what your company does or sells.

Write about what a typical day in your office is like. Write about your accomplishments. Write about why someone should select your business, but don’t bash the competition. Write about the great customer service one of your staff provided that made you proud of him or her. Write about how you’re working to improve your company or products. Write about the industry you’re in.

I suggest that you write at least three or four times a week if you can. This creates an expectation on the part of your readers and customers that they’ll find new information each time they return to your blog. This shows them that you’re committed to communication, and eventually it will increase your credibility as a leader in your field.

I don’t think it matters what field you’re in. You could be selling insurance, practicing law, selling hot tubs and pools, operating a drug store or managing a coffee shop. Whatever you’re doing, you have a story to tell. You’ll be telling the story of your business. And who can do that better than you?

Let me finish by reminding you about a couple of key advantages of having your very own blog for your business. 1.) It’s highly search-engine-optimized, meaning that the more you post onto your blog, the more chances someone will find you when they’re using Google. 2.) It’s very easy to update and manage, and you can do it from any computer online, anywhere you are. 3.) It’s very inexpensive to get started.

Now go get started, and write to me about your blog. I’d like to feature some local blogs here in an upcoming column. Just send me a short e-mail containing a link to your blog: [email protected]. v

Chuck Zimmerman is the president of ZimmComm New Media, LLC, in Holts Summit. You can see his blog at www.zimmcomm.biz. He can be reached at [email protected].