Fetch the champagne: let’s crack it against the laptop. For today marks our maiden voyage into the choppy seas of blogging. Now, whilst they may be choppy, they are by no means uncharted. According to Wikipedia, as of February 16th 2011, there were over 156 million of the things in existence.
It seems every man and his dog has a blog these days - and unfortunately that’s not just a turn of phrase. I’ve encountered a couple of blogs dedicated solely to the author’s canine companion. Interesting to the writer, perhaps, but to the rest of us? Well, I can only speak for myself when I say: absolutely not.
And there lies the principle reason for this delayed entrance to blogging. In a word: scepticism. Given the valuable time blogging eats up, until recently, I’d never been fully convinced by what they can actually do for a company. However, after reading an excellent book on the subject, ‘The New Rules of Marketing and PR’, I’ve been converted.
That said, whilst researching the blogging landscape, I was confronted by reams of rushed, plagiarised and, returning to the analogy of the opening paragraph, rudderless content. This is baffling given that company blogging is a barely concealed form of self-promotion. You’d think people would be a bit worried about letting their brand down.
Our approach will be different. We’ll start with some lengthier, more considered articles on the key types of copywriting. These will range from what makes a great annual report to mastering the strapline. In time, the series might become a useful resource for anyone needing advice on any type of business writing. That’s if we get round to it, of course.