1. Genuine, heartfelt content
A main reason that blogs are popular reading is that they stand out in contrast to the massaged language of corporate marketing and PR materials. Like sitting next to an expert on a plane, the best blogs provide highly useful information in a brief and informal setting.
2. Regular updates
Many if not most corporate blogs start strong but fade after the initial rush of ideas evaporates. Some companies have created internal quotas for bloggers; others have hired or assigned specific staff. A few have been successful using social networking to attract amateurs interested in the topic. The bottom line: Your blog needs to be active to be successful.
In many industries, blogging is common. Technology and marketing have been early adopters, and the field is crowded. To be successful, new blogs need to provide an innovative lens on their content – usually by being highly focused on an under-reported aspect of their industry. If you are in an industry that is late to blogging, you may be able to provide a generalist’s view.
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