Comments on: 5 Article Types a Business Blog Should Not Contain

By: Marcela Plana - 10enSEO.es

Marcela Plana - 10enSEO.es — Fri, 23 Jan 2009 11:18:50 +0000

Hello Toma,

Your post is really interesting and I am only sorry that I could not see it until just today.

I would add a subject on which one should avoid discussing on a business blog: politics.

Just yesterday I had the chance to discuss this issue with a colleague and I really had not thought of it related to a business website until then. But I really think these two matters should not mix up.

Good job. Keep it up!

By: 5 Article Types a Business Blog Should Not Contain « Suzanne LaChapelle’s Weblog

Mon, 05 Jan 2009 11:46:50 +0000

[...] Read full article > [...]

By: Bob Rhubart

Bob Rhubart — Wed, 31 Dec 2008 21:22:58 +0000

No argument from me on your point. Using the phrase "I think" in a blog post -- which is nothing more than a personal essay -- is simply a matter of bad writing. But there is a distinction between blogging and writing. The bottom line is that good bloggers are good writers. The irony is that good writers do not necessarily make good bloggers. But that issue is beyond the scope of this discussion. Bob Rhubart’s last blog post..links for 2008-12-24

By: Toma Bonciu

Toma Bonciu — Wed, 31 Dec 2008 20:04:37 +0000

@Bob – Thank you for your constructive feedback. Of course that blogs are written by people for the people and many times an article will represent the personal opinion of the writer.
I respect your opinion but I also feel the need to also try and better explain mine. Almost every article I write represents my personal opinion but something like : “These are the steps you should take in writing your articles” is much more powerful then “I think we all should take these steps in writing an article”. If someone like for example Chris Brogan says the second phrase people will follow. Because Chris has built a certain reputation online and people trust him. As I said in my article : if you are a VIP then it’s ok. I hope that I’ve managed to better explain my point.

By: Bob Rhubart

Bob Rhubart — Wed, 31 Dec 2008 18:57:41 +0000

With all due respect, I think these points are obvious. So in that sense I don’t really have a problem with most of them — except for #3.

On one hand you suggest that a business blog should simply rehash accepted truth, while on the other you suggest that the blogger take risks.

The latter point is the key, and defines the real value of effective blogging. Blogging is an individual expression of insight and expertise. If your blog reads like a product brochure or a press release, it ain’t a blog. And it won’t garner much attention.

The power in blogging is that when done well it allows the reader to tap into the thought processes of the the bloggers – people behind the products or services a company provides. For that reason the content that appears on a blog must be a genuine reflection of the legitimate interests and passions of the blogger. That’s what will keep readers engaged. So it’s all about opinion, especially opinion that challenges accepted truths. In today’s rapidly evolving marketplace innovation is gold specifically because it changes that game by challenging accepted truths. Innovation happens by questioning those “truths,” by slicing and dicing accepted ideas and rearranging them, even ignoring them. From that process something new evolves.

Companies don’t blog – people blog. Companies are comprised of people, people who absorb and process information from what are often wildly disparate sources in order to make the decisions and take the actions that ultimately become products and services. Blogs are a tool for capturing and sharing that process.

The reason social media are so powerful isn’t because they provide new channels for the same tired old message. It’s because they operate on an entirely communication different model that requires an entirely different message.

The challenge is that not everyone of capable of that kind of communication. Someone who publishes song lyrics on a business blog in lame attempt to entertain readers is a dumbass. But someone who publishes line or two from a song and then explains the role those lyrics played in the thought process that resulted in a business decision or product feature is someone who gets it — a real blogger.

By: Kathy @ Virtual Impax

Kathy @ Virtual Impax — Wed, 31 Dec 2008 14:44:42 +0000

Great list! It's sad that there is a NEED for you to write this post though. I mean... COME ON PEOPLE - THINK!!!! Then again, I had a client who was blogging song lyrics on his business blog. He posted the lyrics to "You had a bad day" and then went on to bemoan how HORRIBLE business was for him. ACK!!! Kathy @ Virtual Impax’s last blog post..Another “stupid” business idea that was anything but stupid

By: Roger

Roger — Tue, 30 Dec 2008 20:16:59 +0000

These are interesting points. Basically, they can be summed up as (a) don’t post anything that can be construed as unprofessional (dishonest, derogatory, trivial, etc.) and (b) put yourself in your readers’ shoes and ask what they want to read about.

By: Matt Nelson

Matt Nelson — Tue, 30 Dec 2008 17:40:57 +0000

Ahhh I see your point now, and agree with you. Sorry if I took your posting too literally, but in the end I believe the reinforcement of the issue here was well warranted. Matt Nelson’s last blog post..Is your web site SEO Compliant?

By: Toma Bonciu

Toma Bonciu — Tue, 30 Dec 2008 16:18:18 +0000

@Matt – When said that a business blog should be only about the products and the services you are selling I didn’t meant it in such a strict way as it might sounded. I have an older article on What Article Types a Business Blog Should Contain( http://is.gd/eczD ).
The most important part of that article :

Here are a few types of articles you should use on a business blog :

* product and/or service showcase : the most simple and important type of article. Here is your chance to explain to your customers why your products are the best and how to use them properly. Don’t use this type of articles to write bad things about your competitors : it will turn back on you.

* upcoming products and/or services : you can use your business blog to make announcements, press release or any type of news about your company.

* news on the market you activate : by this kind of articles you show to your readers and clients that you care about what is new and you are constantly preoccupied to improve your services to match the new standards

* customer success stories : this the perfect way to show to others, that might think of using your products or services, that you offer quality on everything that you do

* how to articles, tips, what to look out for when buying… : these article type are self explanatory how they can help you

* related interests : you have to realize that people don’t talk only about work. That is why you have to relate to your clients by sharing your hobbies, recent activities of team building and so on and so forth

* product stories : this depends on the type of market you are into but generally any product has some kind of story behind it; and if it hasn’t then maybe promoting it by using a blog is not the best idea

So, as you see, writing about your products or services is not necessary that strict as I might let the impression to be in my latest article.

By: Matt Nelson

Matt Nelson — Tue, 30 Dec 2008 15:44:34 +0000

I do agree with most of what your are saying in your posting. Being assertive and direct about what you are good at is important, it makes you sound and project like the expert you want to be seen as. But I don't agree with the blog being all about the company and the products and services they sell. I follow blogs because I value the knowledge and views of the people who write them, not because they can accomplish certain tasks for me. Matt Nelson’s last blog post..Is your web site SEO Compliant?