Tips for successful blogging abound, but most seem to relate to b2c. I know that a lot of our readers are from other businesses, and for me the b2c guidelines often miss the mark. So I was pleased to spot this "Eight tips for successful B2B blogs" posting over on Search Engine Land. And since a lot of our business readers also have their own b2b blogs, I thought I'd share it here. If nothing else, it's a useful way of benchmarking your current performance:
- "Post regularly, only when you have something meaningful to offer". It feels like we fall down horribly on the former, with our fits-and-starts mode of blogging, but actually we do average about 2 postings a month so perhaps we shouldn't be so hard on ourselves. And I hope that we pick up points on the latter (6/10).
- "Incorporate images and other media". Been getting a bit better at this with all the Slideshares and gratuitous pictures of Bob Geldof (7/10).
- "Incorporate humor". Well, we try (8/10).
- "Be authentic". Is this conversational enough for ya? (9/10)
- "Be original". I'll admit that we come and go on this. Sometimes, we're really breaking new ground; sometimes we get all bee-in-the-bonnet thought-leaderish; sometimes, I know, we just tell you stuff about us. Hope you don't mind this schizophrenic approach (6/10).
- "Don't blatantly promote your stuff". I know that we score badly on this. In my defence, at least I always say upfront "this is a press release", so you can ignore it should you wish to keep your heart & mind pure. And actually, lots of readers said nice things about those social media news releases I was trialling late last year so perhaps this isn't quite the cardinal sin it's painted to be (4/10)
- "Create a code of conduct". This is the only with which I slightly disagree; I don't want to dictate to our readers the appropriate way to join our conversations, or insist on a precise citation format. If "posting a code of conduct will tell readers a lot about you and your company", perhaps I'm telling you that we're a little more chilled, nay, subsersive, than that - or perhaps it's because our readers, by and large, are the sort of early blogging adopters who know what they're about, and we don't need to patronise them with a code of conduct (0/10).
- "Stay focused". No doubt that we do that, all right. I would guess that virtually every All My Eye posting contains one of the following word stems: publish*, scholar*, informat*, librar*, data*. (Except the chicken one, I grant you) (8/10).
(Don't forget to check out Search Engine Land's original posting where they go into more detail about each of these tips.)