I’ve written over 1,800 blog posts here at What’s The Idea? I would love to tell you it has made me rich, or famous, or a better writer. Perhaps I’m a marginally better writer. The reality is, I do this for all the above reasons yet the main reason I blog is because I like to. I like brand building. I like communications. Marketing. And I believe in the thesis that an “organizing principle for product, communications and experience” is a sound way to drive improved sales and profitability. I’m not going to go all “passion play” on you. The word is overused today.
Many blogs today are chores. They are shared by numerous writers. They are simply writing and posting. Searchable tags under the guise of an idea. Some social media tools are a lazy man’s blog. Poop out simple short snippets and drive traffic. A blog is best when an ongoing narrative with connective tissue.
To companies who feel the need to blog I say find a writer who loves the company, topic or category. Someone close enough to actually have a sense of humor about it, a sense of indignation, love and feelings. As much as I talk about good marketing being educatory, don’t use teachers to blog.
Blogs become good if they are interesting. Interesting, contextually relevant, alive and immediate. I miss Steve Rubel. Robert Scoble. Joseph Jaffe. Come back to blogging sirs. Kandee Johnson never left and her work moves the world for her readers.