The internet is awash with advice for successful blogging – so why do so many people have such difficulty with this great way of communicating? Here are five possible reasons and some suggestions for overcoming them.
‘I’m too busy’
This is a valid reason – many people are so busy ‘doing’ that they have minimal time for ‘thinking’. Blogs don’t just happen, they require a bit of thought before the writer can start composing, and the writing also takes time. The solution is to brief a trusted writer.
‘I can’t write’
This is also a good reason for getting a professional writer to do the job for you. You may be an expert in your field, even a brilliant speaker – but if you cannot communicate your ideas in writing, your blog will never achieve its purpose – and you could risk damaging your corporate and personal reputation.
Don’t recognise opportunities
Blog posts don’t have to long, turgid and philosophical: if they are, people won’t read them. Keep an eye open for a chance to comment quickly and briefly on current issues that affect you and your customers. Use your posts to tell the story of how you are maintaining your delivery schedules, despite bad weather. Use them to demonstrate the knowledge and understanding that lies behind the products or services you supply.
‘I don’t see the reason’
If you have a blog page on your website simply because the web designer told you to, then you are wasting your time. Your blog should be part of a co-ordinated and sustained communication programme, designed to establish you and your organisation as leaders in the field. The blog is also a neat way to get fresh copy on to your website – making it more interesting to the search engines.
Failure to plan
You might be a great writer, with the inspiration and time to channel some of your energy into a blog – but unless you can commit to producing the necessary flow of material, results of the blog could fall well below expectations. Plan your content, plan your time and stick to your plan!
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 17 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.