Friday, October 3, 2014

Blog Rules to Know and Break

The Steveology Blog is always a great resource; in the series of interviews with Lou Hoffman, doubly so. I liked part 3, about storytelling, best. It highlighted some of the rules of corporate blogging that I'd argue most organizations break or ignore.

And there I go again, breaking the rules. See what I did there? You know I know you're not supposed to put an outside link in the first line of your blog. *Sigh* Go ahead, click away laughing - if you've read beyond the outside link in the past, you'll know why I do this. I think writing should be more useful to readers than it is to the writer - in this case, me.

Which may explain why I don't blog for a living. But I digress.

Engagement isn't easy, nor is it overrated

Your corporate blog needs readers and you need patience and commitment to get them.

Just because monkeys can write blogs and many blogging tools are free doesn't mean it's a good idea for monkeys to have blogs. *Ahem* Sorry, my snarkiness is showing.

If you've been charged with writing a corporate blog or any kind, don't fall into the content trap and think your task is all about writing. Blogging is copywriting, and copywriting is marketing. Or that word no one likes to say out loud anymore: advertising.

Call me old school: I came to copywriting via some great advertising classes taught by an adjunct who knew it, because he was doing it.

Copywriting vs. Content 

Copywriting, of course, is not just writing, or even storytelling. It's advertising. Meaning, before you write, you have to know your product (or service), your target audience, and how to reach them quickly and effectively.

Sounds a lot like content management, doesn't it?

Coincidence? I don't think so. And what's this? Another external link just as you finish reading this post? Another rule broken! Coincidence? Or valuable content, offered in trust? It's your call.

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