Publishing conversations

On its web site, Entrepreneur recently posted “10 reasons your small business shouldn’t start a blog”.

Reading a headline like that, I was prepared for an anti-blog rant. It turns out that the post’s author, Carol Tice, gives solid advice about the operational and motivational underpinnings of an effective business blog.

With a tip of that hat to Ms. Tice, then, I’d like to reframe her recommendations as a somewhat more actionable list of “things you should do to make your blog successful”. Operationally: Make the time

  • Have something to say
  • Maintain a clear writing style and tone
  • If you delegate posts, do so fully
  • Make your blog attractive, readable and free from mechanical errors

As for motivation: Be clear why you are blogging

  • Build and connect with an audience
  • Remain open to comments and feedback
  • Be prepared to promote your writing in other social media

Even framed in a more positive light, that’s a daunting to-do list. But with more and more publishing moving to the web, authors, editors and publishers are being called upon to step into a two-way, bloggy conversation. Getting that right takes practice and time, but it makes for a one pretty good reason to start.

About Brian O'Leary

Founder and principal of Magellan Media Consulting, Brian O’Leary helps enterprises with media and publishing components capitalize on the power of content. A veteran of more than 30 years in the publishing industry and a prolific content producer himself, Brian leverages the breadth and depth of his experience to deliver innovative content solutions.

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