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Regarding communication, public relations and social media guru Brian Solis said

“…at the end of the day, we’re talking about reaching out to people…It’s all based on building, investing in, and cultivating relationships. And, relationships are built on respect, understanding, communication, and information (among many other things).”

Brian also pointed out that

“…blogging is one of the great disrupters in media. It, at its very foundation, gives a voice to anyone with an opinion and an internet connection.”

Blogging has become an amazingly powerful tool for influence. This is why it’s important to understand a few key points when getting started. Or, if you’ve already begun a blog, these key points may serve as a tune-up to insure that you’re getting maximum impact and connection with your message.

1. Blogging should be approached as a two-way conversation. A blog post, especially as a marketing tool, is different from traditional communication channels that companies have used to push information at the marketplace. The approach should be sharing information rather than telling information. Blog posts should be written in response to real life market research. A blog post that answers a question discovered in market research will have much more impact than one you think might be in the minds of your marketplace.
2. Blog posts should be written to invite comments – Comments are the other side of this two way conversation. “Toblerone” had a great post on how to get more blog comments that covers this well.
3. Read and respond to comments to your blog posts – well, of course! – but also watch for replies that could develop into future blog posts. This is where blogging becomes powerful because you’re engaging your marketplace and the responses engage you as the blogger. Your blogging will be more specific to your audience.
4. Use article marketing that invites readers to participate in the conversation about a particular article topic at your blog.
5. Invite social media contacts to share their perspective of your topic. Sometimes a controversial topic with the question, “What do you think?” will generate a response from those you invite.
6. Use your blog posts to continue or to comment on other bloggers and their posts. Bring the conversation over to your blog with a link back to their site. Most often the other blogger will follow the link back to your post and add a comment to participate in the conversation at your post.
7. Make intelligent comments on other blogs that are relevant to your topic – especially “do-follow” blogs – where visitors to the other blog may see your comment and follow the link to your blog for further conversation.

The main point to getting it right is to remember that blogging is a two-way conversation with your marketplace. Beyond that, there are many strategies and techniques to facilitate the conversation in such a way that it attracts and holds the attention of your marketplace. The seven points above are just the beginning. One of my favorite blogs that I regularly read to improve my blogging skills is Problogger by Darren Rowse.

What’s your best resource or blogger guide for getting it right with your blog?

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