Tech Notes: How to avoid getting blogged down.

Dec 20 2007 by Herb Kim, The Journal

SLING streamers over your server, spray your screen with Champagne and give your laptop a hug. For blogging celebrated its 10th birthday this week.

Wow. I’ve got to say it’s a surprisingly big age for a phenomenon that had only just started breaking into the mainstream when I first covered it in Tech Notes almost two years ago.

And despite the fact that these online publishing spaces have surpassed the 100 million mark in that decade, I’d say blogs still feel pretty novel to many businesses – particularly those outside the technology industry.

Nevertheless, more companies are taking the plunge and writing their own corporate blogs. But why?

I was speaking about this recently with Newcastle developer Gareth Rushgrove, who writes about the web at MoreThanSeven.net

He warns against blogging merely as an ego trip, but believes corporate blogs can play a valuable role in a strong communications strategy.

Gareth suggests good corporate blogging is about letting customers “get a feel for your organisation before picking up the phone”, which in turn means you’ll attract more clients – and ones who are “a good fit with your company and who appreciate your skills and experience”.

So, clearly there’s a big prize on offer.

After all, who wouldn’t want to communicate better and engage more with their potential clients?

But before you leap headfirst onto Blogger or Wordpress (free blogging packages available online) to start yours, first ask how you’re going to write one that stands out in such a large crowd – at least enough to help you reach that prize.

There are plenty of resources offering little pieces of advice. Google’s blog, for example, tells you to: 1) Practise before you publish; 2) Don’t slate your competition; 3) Don’t post when you’re angry; and 4) Make sure you have the resources in place to write the blog.

Decent advice for a beginner, but, above all, I think any corporate blog must adhere to two golden rules.

Number one: Have good content that sets you apart and is relevant to your prospects.

If it’s not good, it won’t be read. Note also that it’s got to be relevant to your prospects. There’s little point getting millions of visitors if none of them will buy.

Number two: Ensure your blog reinforces your brand and company values.

Be careful though to ensure keeping on-message doesn’t prohibit you from following rule number one. Don’t be fooled into thinking that just by posting a few links and writing the odd paragraph your bottom line will soar.

But follow the golden rules and, by the time blogging turns 20, you’ll easily afford the repair bills caused if you really did lavish your laptop with Champagne.

• Herb Kim is CEO of Codeworks, a centre for digital innovation, (www.codeworks.net)