Google Wants You to be a Better Blog Writer

The days of schlocky web copy and $1/post off-shore blog writing are over.

Thanks to Google’s new Panda update, your writing can no longer suck. You can’t just get by on 8th grade writing skills, or by hiring an off-shore blog writer for a buck a post anymore.

The new Google Panda update stresses usability and the user experience over whether you have the right keywords in your title and body copy, and over backlinks. Oh sure, they’re still counted, but Google is not putting as much emphasis on those as they once were, thanks to the recent JC Penney backlinking scandal.Photo of a panda

As a result of this, and other Google gaming-techniques that were being abused, Google said, “You know what? That’s it. No more trying to trick us. Now we’re going to start looking at what your users are doing.” (Watch the Rand Fishkin video at the bottom of this post for a much better explanation than I just gave.)

Now, Google is starting to pay attention to the user experience: Do they visit more than one page, which means they like what they see? Are they on for a minute or more, or do they bounce out after 10 seconds, which means you didn’t captivate them? Did they even visit your page when you were at the top of the search engine (i.e. did your page even look interesting)?

The short of it is, if your site sucks, people won’t visit. If they visit, they won’t stick around. And they certainly won’t subject themselves to more than one page of it.

So how do you get them to stick around? You’d better have great content. Not just good enough, not barely readable. Not “meh.” It needs to be awesome. Because, like Scott Stratten (@unmarketing) said, “people share awesome.”

For writers, this means that your knowledge of SEO isn’t as important as it once was. You don’t have to know every single trick to get Google to pay attention to you. You now just have to write good stuff.

That means it needs to be readable, interesting, compelling, and persuasive. It means that if you suck at writing, you’re going to have troubles. It means if you don’t write compelling copy, people aren’t going to stick around. And if you don’t have a good looking, easy-to-navigate website, people aren’t going to want to spend time on your site.

For too long, writing has been a commodity at best, and completely ignored and dismissed at worst. I’ve written for people who didn’t care about the written word, and wouldn’t know good writing if it bit them on the ass. And yet, they were the first to complain when their crappy writing didn’t give them the results they believed they deserved.

These companies throw up cheap, schlocky copy with misspelled words and horrible grammar, knowing that if they gamed Google’s system, it was good enough to get a front page ranking. Well, no more.

While Panda isn’t the savior of all wordsmiths out there, it’s at least something that we can use to our advantage. It means that clients will — hopefully — start paying attention to the quality of their website or blog’s copy. And best of all, it means clients will — hopefully — start paying.

Panda doesn’t mean that this is the end of bad copy. Horrible writers are everywhere, foisting their drivel on an unsuspecting public. But it does mean that they will no longer be rewarded for their sub-par language skills.

Wistia

Photo credit: peromhc (Flickr)

Why Companies are Afraid of Social Media

“We don’t do social media, because people might say bad things about us,” the executive said. “If we have a Facebook page, people might leave negative comments on it.”

“They’re already saying bad things about you,” I said. “Whether you’re on it or not, people are complaining about you, and they’re telling as many of their friends as they can.”

The rest of the conversation went as expected. Reason after reason. Excuse after excuse. We’re not on social media because. . .  we don’t do social media because we. . . it’s only for young people. . .

In No Bullshit Social Media, we listed 28 different reasons companies are afraid of using social media: no money, no experience, no guaranteed results, we’ve never done it that way before, yada yada yada.

There are any number of reasons why companies are afraid, and there are only a few reasons why they shouldn’t be. But these reasons trump all the excuses any business can ever come up with.

1) Social media is not going away. It’s not a fad. It’s not something we’ll forget about. Social media has been brewing for the last 30 years, when Compuserve and Prodigy started as community bulletin boards. Or even before that when real computer bulletin boards were introduced in the 1970s. Companies may come and go, but real-time communication isn’t going anywhere.

2) Social media has gained wide acceptance faster than any other medium. It took radio 38 years to reach 50 million listeners; television took 13 years to get 50 million viewers. Facebook, on the other hand, added 100 million users in 9 months. Social media is only going to grow and get a stronger foothold in the way we communicate and receive information and news.

3) Social media is inexpensive. Facebook is free, Twitter is free, blogging is free, assuming you’ve got the time and knowledge to use it. If you don’t, you can hire people to manage it for you. It’s no different from hiring in-house or outsourced professionals to manage your TV ads, your websites, and your trade shows. The only difference is once you hire social media people, your overhead is mostly finished; the tools don’t cost anything to operate.

If you hire someone to produce your TV ads, there’s still the costs of actually creating them, and then buying the airtime. You can hire people to manage your trade shows, but you still have to pay the added costs of booth space and rentals, going there, working it, and coming home. Plus expenses.

4) Social media marketing can be measured. One big difference between social media marketing and regular marketing is that we can measure social media marketing through tools like Google Analytics and SocialMention.com (both free) and Radian6 and Vocus (both paid services).

How do you measure a billboard? How do you know how many people drove by, read it, and bought your product? How do you measure a TV commercial? How do you know how many people actually sat through the entire commercial and bought as a direct result? How many walked away after 20 seconds? 10 seconds? How many people never even saw it because they changed the channels?

With social media, we can tell who read a blog post, clicked a link, and then made a purchase. Mainstream media can give you estimates and guesses, but they can’t actually count. Social media can tell you how long someone watched a video or visited a website, when they clicked away, and where they went. Mainstream media can only guess at the numbers of viewers, listeners, and readers.

Social media marketing isn’t going away. And while it seems like everybody is using it, there are still hundreds of thousands of businesses that haven’t even considered it. It’s not too late to start. It’s not too late to create a Twitter account or a blog, and then talk directly to, and hear directly from, your customers. There’s nothing to be afraid of, and there are plenty of people to help you get through the rough spots.

Erik Deckers is the co-author of Branding Yourself: Using Social Media to Invent or Reinvent Yourself, and most recently, the co-author of No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing. He is co-owner of Professional Blog Service, a ghost blogging and social media consulting agency in Indianapolis.

Your Blog Openings Suck

I truly don’t care why you wrote your blog post.

It doesn’t matter that you were sitting in a coffee shop with your friend, Joe, when you were discussing some amazing idea. I don’t care that those of us who may know you may know that you’re committed to saving the manatees. I don’t care that you’ve been reading Gary Vaynerchuk’s new book, “And The Horse You Rode In On.” (Not a real Gary Vaynerchuk book.)

I want you to impress the hell out of me and make me want to read your post. And frankly, telling me that you were discussing the importance of light bulb recycling over a non-fat lemon chai with ginger sprinkles — which is Doug Karr’s favorite drink — doesn’t impress me at all.

Houston Chronicle

Want to write good leads? Study newspapers.

(I will admit that I am still guilty of these kinds of leads sometimes, but have committed to never do them again.)

An opening sentence in a blog, also called a lead — or lede if you’re a newspaper traditionalist — is supposed to grab your readers’ attention and fling them to the next paragraph (graf, if we’re still going old-school newspaper). The goal of that graf is to propel people to the one after that, and so on.

But you’re not even going to get out of the starting gate if your lead sucks.

When I took my Intro to Journalism class way back when newspapers were still thriving, our professor drummed the importance of writing good leads into us for weeks. “It’s the most important sentence in the entire article,” he would tell us. “Your lead tells people exactly what happened, but it does it with drama and flair.”

In short, your lead doesn’t blather about coffee shops and books. Your lead needs to grab people and intrigue them, or it needs to provide information, or both.

My lead — the fact that I don’t care about why you wrote your blog post — is a true one. I really don’t. Or if I do, I don’t want it to be the first thing you tell me. Drop it in later, if you want to give me the background. It can almost be an aside, but it shouldn’t be the thing you start with.

I think we get into storytelling mode when we write blog posts. We’re so used to “Once upon a time” that we think it’s important to our blog writing as well. Believe me, I love a good story. I love telling stories, hearing stories, reading stories. But when I go to a blog, I want to be educated and informed.

Chances are, your lead is buried under 3 – 4 paragraphs. You could get rid of the opening couple of paragraphs and be all set, although some writers will tell you — maybe a little cynically — that most people could get rid of the first half, and still be fine.

So when you write your blog post, start it any way you want. But then go back and start deleting paragraphs until you get down to the most important point in the whole piece. Lead off with that. If you need to add the old paragraphs back in for background information, do it. But do it later on in the piece.

As you get better, and your leads begin to surface sooner, you’ll reach the point where you’re writing that stellar opening lead right off the bat, getting your readers’ attention earlier, and propelling them all the way through the post. Time on site will go up, conversions will go up because people made it all the way to the end, and you’ll look like a genius.

And you can tell me all about it over a cup of coffee.

Photo credit: JudsonD (Flickr)

The Newspaper Industry Isn’t in a Position to Sneer at the Blogosphere

The Indianapolis Star just suffered another round of layoffs this week, losing 81 jobs to Gannett’s ineptitude and bean counting. Of these cuts, 26 of them were in the newsroom — including 8 reporters and 12 editors — and 19 were unfilled jobs, all made in the name of budgetary concerns and profitability. The cuts were part of Gannett’s larger bloodletting of 700 employees nationwide.

Meanwhile, their CEO raked in $9.4 million in 2010, doubling his pay from 2009, including a $1.75 million blood money bonus that was partly a result of his “restructuring costs and creating efficiencies.” Translation: ruin the lives of 700 people, and we’ll give you their salaries.

Newspaper machines

You're going to start seeing a lot fewer of these in the future.

Believe me, even though I’ve called for more citizen journalism — and this is exactly why — I have complete sympathy for the Star employees who just lost their livelihood because Gannett wasn’t making enough of a profit. I worry about them and their families. Gannett seems to excel at accounting and numbers, but they suck at news reporting and suffer from a complete lack of understanding of community. Where Indianapolis readers see stories and personalities, Gannett sees dollar signs.

But Bobby King, president of the Indianapolis Newspaper Guild, managed to throw a damper on my sympathies stick his thumb in my eye with this line from his latest blog post.

So, the answer that Star publisher Karen Crotchfelt came up with was to gut suburban coverage, eliminate an entire layer of copy editors (that last line of defense which separates us from the animals in the blogosphere) and make a nip here and a tuck there to reduce expenses.

Animals in the blogosphere?

The one thing I can’t stand from journalists is the way they look down on bloggers with this sense of smug superiority. Look, you guys don’t have any special knowledge or skills that any other writer can’t get. You have editors who save you from misspellings and continuity issues. Without them, you’re no better than we are. You print your words on dead trees, we print ours on a free software platform. Your printers cost millions of dollars, and without them, you’re dead in the water. I run my entire corporate blogging business on a $1,000 laptop, and if it breaks, I can get another one and never miss a beat. Our industry is growing, yours is shrinking.

If journalists want to survive this, they’ll quit looking down on the blogosphere as the gathering of the great unwashed and recognize it’s the future of news. They’ll quit acting like the crew of the Titanic and sneering, “ew, a rescue boat? How droll.”

Look, Bobby, I know you’re pissed, and scared, and are watching the dismantling of a once-great newspaper by some clueless nimrod 1,000 miles away. But don’t attack bloggers or refer to us as animals. Sure, we didn’t go to J-school or spend 20 years honing our craft. But blogging is more than 15 years old, and there are some bloggers who can outwrite most newspaper reporters. Hell, a lot of reporters and columnists have found a new career and a new voice as a blogger. (And it wasn’t lost on me that your “animal” comment was made on a blog.) But these former journalists are the ones who make blogging better.

So you can sneer at bloggers all you want, but we’re going to be here for a long time. You can look down on us, or you can join us.

Photo credit: evelynyll (Flickr)

3 Secret Blogging Ideas That Professional Writers Don’t Want You To Know

I’ve written enough blog posts that I’ve figured out what it is that wins readers, and what bores the bejeezus out of them. If I’m stuck for a blog post idea, I’ve got a few general topics and idea kickstarters that will get my creative juices flowing, and get a decent post out of it. I use these same kickstarters to come up with topics for my own clients, especially when they think they’re stuck for ideas or have run out of things to write about.

These are the three best kickstarters I’ve found that work, regardless of the topic or industry.

List posts

I know, I know, you hate them. They’re boring, they’re trite, they’ve been done to death. But do you know who loves them? I mean, really looooooooooves them?

Your readers. They eat them up. They love that there is a small number of ideas that they can read and understand. It brings order to chaos. “Five Best Dishwashers” is way more interesting than “How to choose a dishwasher.”

Secretly, you still think they’re interesting too. Why else would you be here? Admit it, you saw the number 3, and thought, “Three, huh? I guess I have a couple minutes to check it out.”Secret Bunker sign

Still don’t believe me? Do a little test. Next time you’re in the supermarket, pay attention to the magazines at the checkout lane, especially Cosmo. Look at the headlines on the cover. They all follow this format, and they sometimes use the next two ideas.

Every month, for years and years and year, we’ve been promised “Three Secrets Men Won’t Tell You About Sex,” and “Five Ways to a Sexier Love Life.” For YEARS, I tells ya!

And why? Because people love lists. If they didn’t, Cosmo would quit doing it. So I’ll keep writing list posts for as long as Cosmo does. Why? Because if you’re a fellow blogger, you’re not my customer. Corporations and small businesses are my customers. They’re the ones I need to appeal to. And if they want list posts, then I can think of Seven Reasons Why People Love List Posts.

Debunk long-standing myths and stick it to The Man

This is ingrained in our culture. We’re the little guy. We despise the big guy. David hates Goliath. Everyman and Everywoman hates bullies, corporations, and faceless bureaucrats. And if we can see evidence where the little guy sticks it to The Man, we go nuts! So who’s the Man? Big business, the government (state and local too), bullies, TV preachers, and teachers.

Not today’s teachers. Our teachers from when we grew up. We were little kids back then, and had all kinds of knowledge jammed into our brains that we didn’t want. We wanted to rebel, but were held down. Even people in their 60s still harbor a little of that Inner Rebel, and they still want to stick it to their old English teacher who’s been dead for 30 years. By writing a post about debunking an educational topic, I can reach that Inner Rebel and make him or her want to read.

Last week, I wrote a blog post about Five Writing Rules You’re Allowed to Break, and people liked it. Another one — Five Grammar Myths Exploded — was extremely popular. Why? Because I attacked the sacred cow of 7th grade English and showed where it was wrong. The little guy stuck it to The Man by proving he was wrong.

Special professional secrets

Want to get someone’s attention? Share something special with them that no one else gets to find out about. Or “they don’t want you to know.” (And who’s “they?” The Man.) But if it’s something secret — that “they” don’t want you to know — it must be really hot stuff.

Posts like “Five Gas Saving Secrets the Oil Companies Don’t Want You to Know” or “Three Secrets Your Credit Card Company Won’t Tell You” are a whoooole lot more interesting than “Five Ways to Save Gas” or “Three Little-Known Tidbits About Your Credit Card.” People love this kind of stuff; they eat it up.

I used all three of these tactics with this post, and chances are you were very intrigued by the fact that I:

  • Used a number.
  • Promised secrets.
  • Stuck it to an elite group of people — professional writers.

It was actually the idea of sharing secrets that led to this blog post, and I added the other two tactics to the headline later. But even if you just use one of these three kickstarters in your own industry or niche, you can come up with some awesome ideas on your own. For example:

  • Three Ways to Lower Your AC Bill This Summer.
  • History Answers: Who REALLY Flew the First Airplane?
  • Five Secrets to Avoiding Fines Your Library Doesn’t Want You to Know.

So the next time you’re stuck for a post idea, ask yourself: Is there a number of small ideas I can list, a sacred cow I can slay, or “insider secrets*” I can reveal to entice my readers? Once you start thinking this way, there is no end to the number of posts you can write.

* Please note that I don’t mean real insider or corporate secrets. Do not reveal business secrets at all ever. EVER!

Photo credit: Marcmos (Flickr)

Five Writing Rules You’re Allowed to Break

Chances are, you’re repeating some grammar and writing rules as gospel, not knowing they’re completely wrong. Or that they changed. Or that they were never really rules to begin with.

Whatever the reason, you can stop doing them. In fact, you should stop doing them.

Ernest Hemingway

Ernest Hemingway - This guy knew a few things about writing and breaking rules.

I’m trying to undo the writing rules my daughter’s 8th grade teacher has been foisting upon her, showing her that they’re not really legitimate, but some arbitrary rule that someone made up to make our language fit a preconceived structure. The English language is an ever-changing organic system that defies most rules. The ones that were created hundreds of years ago — like “don’t end your sentences in a preposition” — was never correct. Other ones like “don’t use incomplete sentences” have changed.

1. You CAN end your sentences with a preposition.

This one doesn’t always work, but for a good bit of the time it’s true. The rule was created by a scholar, Robert Lowth, who wanted English to bend to the same rules as Latin. In the Latin sentence structure, it’s not possible to have a sentence end with a preposition. Ergo, said Lowth, English shouldn’t either.

But it’s wrong. There are times you have to end your sentences in a preposition. For example, let’s say you stepped in something that stinks, and your friend says to you, “In what did you step?”

Wouldn’t you look at her like she lost her mind?

In that instance, it’s perfectly okay to say “what did you step in?” It’s proper English, it’s grammatically correct, and it doesn’t sound completely idiotic.

On the other hand, “where’s it at?” is wrong.

The basic rule is that if you can remove a preposition and the sentence still works, you shouldn’t use the preposition. But if you remove it, and the sentence changes, you should leave the preposition at the end.

Okay: What did you step in?
Not Okay: Where is it at?

2. You CAN start a sentence with And, But, or Or.

This may have been a real English class rule at one point, but no longer. Common usage has rendered it obsolete. People talk this way. People write this way. It may not be completely accepted in business writing, but I can foresee that hurdle breaking down in the next ten years as more business people speak that way.

Besides, it looks pretty cool. And dramatic. And punchy. And intense.

And it turns out the practice has been around since the 10th century. It’s just some arbitrary rule our English teachers liked to enforce without ever knowing why.

3. You don’t have to start with the dependent clause first

A dependent clause is that sentence clause that can’t exist on its own. “Before the trial even ended” is a dependent clause (also called a subordinate clause). And we were told that you needed to start sentences with a dependent clause.

“Before the trial even ended, the real killer had been arrested and the defendant was set free.” not “The real killer had been arrested and the defendant was set free, before the trial even ended.” Even though you might want the important information at the front of the sentence, our teachers told us to put the dependent clause first.

You don’t have to do that anymore. For one thing, it sounds clunky. For another, there are times where the dependent clause will get in the way. Third, there are times a dependent clause needs to be set apart in a different way.

“The real killer was arrested — before the trial even ended — and the defendant was freed.”

It doesn’t always fit at the end, but it doesn’t always have to go first either.

Your better bet? Eliminate the dependent clause completely, or make it a standalone sentence. Which brings me to my next point.

4. You CAN use incomplete sentences.

This was a very minor point of contention while I was writing Branding Yourself (affiliate link). One of my editors would tell me not to use incomplete sentences.

Like this.

“But it’s a style choice,” I would say. “Not a grammar issue.”

And while you don’t want to make that a regular habit, stylistically, it doesn’t hurt to do it once in a while. It’s another common usage issue, where enough people have begun doing this that the grammar sticklers have to bow to majority rules and allow the change in the accepted use. (They don’t have to like it, and they’ll talk about it at dinner parties, but they’ll generally leave you alone about it.)

They also add some punch and drama to your writing, whether it’s fiction or nonfiction. Pepper them occasionally throughout your writing and see what it does for you.

5. A sentence does not always contain a subject, a verb, and an object. A paragraph does not always contain 3 – 5 sentences.

Journalists violate this rule all the time.

Because it’s a dumb rule. And untrue.

For one thing, people read differently than they did 30 years ago. We’re so impatient that we don’t want to read a lot of text. We need white space to break up the monotony of the Tolstoy-esque blocks of text we find in some books, tech manuals, and magazines. If you’ve ever looked at a page with a lot of tiny text and no breaks at all, you know what I’m talking about.

Newspaper publishers learned a long time ago that people won’t read long paragraphs and über-long sentences. So they encouraged writers to use short punchy words, short sentences, and short paragraphs.

Even one sentence paragraphs.

My daughter has been told her paragraphs all need to be 3 – 5 sentences long, and I keep telling her it’s not only unnecessary, but it leads to bad writing. If you try to fill up every paragraph with 3 – 5 sentences, you start writing filler just to get there.

But if you keep some extra white space in your writing — by using short paragraphs — people are more likely to continue reading long beyond when they thought they would quit.

How about you? What writing rules do you gladly (or unwittingly) violate? Are there rules you wish you could break? Leave a comment and let me know.

Rethinking Creation versus Curation: Curators CAN Add Value

After my last post about content creation versus content curation, I was convinced that curators didn’t do squat. I likened curators to what Truman Capote said about Jack Kerouac: “That’s not writing. That’s typing.”

I even said, somewhat dismissively,

But I don’t think content curation is that valuable. It’s important, to be sure. With a semi-decent RSS reader, anyone can be a content curator. But it’s not that valuable. Think of what the curators are actually collecting: content that someone else created.

However, I had a few people point out to me that curation is actually a rather valuable service. It’s not just a matter of creating an RSS feed of some cool stuff. Anyone with Google Reader can do that. Rather, it’s a matter of finding the important things and sharing them.

The aggregator just pulls in everything, and lets other people sort out what’s important. But it’s the curator who connects the dots by pulling in the five or ten most important points on the subject, and shows you the patterns.

Tania Said Schuler

That's my friend Tania (R). I've known her for 22 years, and she's wicked smart, so I believe anything she tells me.

Liz Guthridge said in her comment to my post, “We need curators to help us find items of value. In that process, they are providing value.”

She even wrote a great blog post on the value of curation. In it, she offers 5 great ways to curate and add value to other people’s understanding of a subject. Numbers 2 and 3 were the best — “Connect the dots” and “Provide context” — because they are what a real curator can do, as opposed to what an aggregator or collector does.

But my friend, Tania, had the best comment that made me rethink the whole idea of what a curator is. (And she should know. She’s an honest-to-God museum curator.)

As a curator of education I have occasional opportunities to organize exhibitions, but far more often it is a way of producing an opportunity for enrichment and learning–a program, workshop, film series, tour, lecture series, etc. Indeed I shuffle the (art collection) deck to reinterpret and reconstitute meaning based on the collection’s possibilities. The chronological approach to the history of art is just one means of understanding art, but if I develop a program about food in art that may turn into a totally different kind of understanding for visitors, and be the relevant connection they are seeking with art in turn changing their experience and understanding to possibly inform some aspect of their lives.

So, I’m revising my thoughts on curators. I think what they do is important. I still value the creators more highly than curators, because that’s where the real work lies, but only slightly higher.

However, thanks to blogging and ebooks, everyone is becoming a creator. But not everyone is doing it well. I think as we have access to more and more information, including all the mediocre and/or crappy stuff, we need the curators to help us make sense of it all.

If you’re only aggregating — that is, you’re only collecting without connecting the dots or providing any kind of context — that’s not real value. You’re just a smaller Google. Anyone can aggregate. But it takes some real talent and smarts to be a curator. And if you’re a curator, let me say thank you for making life easier for people like me. I apologize for not realizing how much you actually do.

Video Book Review – Get Seen, by Steve Garfield

I recently read Steve Garfield’s Get Seen: Online Video Secrets to Building Your Business (New Rules Social Media Series) (affiliate link) because of my growing interest in video, especially as it relates to citizen journalism and crisis communication.

Get Seen is a great book for this, since Steve pretty much made a name for himself as being “that guy” when it comes to video blogging, scoring an interview with Congressman Duncan Hunter — scooping CNN in the process — and Jimmy Fallon, getting a press pass to a Barack Obama rally, and having videos appear on BBC and CNN. He’s got the knowledge and experience to tell you everything you need to know about creating fast videos with a small camera and your laptop.

If you have a hankering to do video, Steve’s book can be a little bad for you, because he talks about all the different cameras he’s been using for the last several years, making you want at least a couple of the cameras he’s got. I’m going to stick with my little Flip camera right now (I’m part of 12 Stars Media’s You Do Video program), but now I’ve already started looking at some new options to include lights and an external mic jack.

So check out the video, check out the book, and see if you can start adding video to your business or personal blog.

Can Your Company Survive Without a Corporate Blog?

Does your company need a corporate blog if it’s going to survive the next 10 years?

Maybe not.

Will your company thrive and grow if you don’t have one?

Maybe not.

A corporate blog is a great way for companies to share information with their customers and vendors. It’s a great way to promote their products, answer customer questions, make special announcements, and even sell to new customers.

A corporate blog will help your company appear at the top of the search engine rankings — there are roughly 88 billion Google searches per month. How many of those are you missing out on? — and will give you a place to send your customers when you interact with them through social media marketing. (Uh, you are using social media to talk to your customers, aren’t you?)

People are reading blogs whether they realize it or not. In fact, Technorati estimates that 76% of active Internet users are reading a blog of some sort or another. I think that number may even be higher, because so many websites, online newspapers, and landing pages are actually blog posts, and not regular html pages. People visit the blog thinking they’re finding a page or article, but in actuality are reading a regular old blog post.

The great thing about blogging is that anyone can do it. It doesn’t matter if you’re a Fortune 500 company with a marketing budget measured in the hundreds of thousands, or a one person operation whose total sales are measured in the tens of thousands. At its very core, its very essence, a corporate blog is just a company talking to its customers about the things that matter to the customers.

The blog is the great marketing equalizer. It levels the playing field between big and small companies. I’ve seen small companies with more passion than money turn out great blogs that are well-written and well-received. I’ve seen huge companies with lots of money and personnel that create crappy blogs that are poorly written piles of jargon-filled manure.

A corporate blog can cost thousands of dollars in design, content creation, and web hosting, or it can be one of the many free options hosted on someone else’s server. The expensive blogs don’t always do better, and the free blogs are not always lacking in quality.

What matters is the content and whether you’re creating enough of it.

So will your company survive without a corporate blog? Maybe it will.

But it will certainly be outclassed and outpaced by the companies that do have one.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available on Amazon.com, as well as at Barnes & Noble and Borders bookstores. I wrote it with my good friend, Kyle Lacy.

Photo credit: Coda (Flickr)

It’s Still Corporate Blogging, Not the Social Web

Decoder Ring Theatre cast

Debbie Weil doesn’t like the term “blog” anymore. She wants to do away with it.

I was listening to Debbie on Doug Karr’s Blog Talk Radio from the end of February, and she said she doesn’t like the term “blog” anymore. Rather, she wants to call it the “social web,” since blogging has grown beyond a string of chronologically arranged thoughts by writers who wanted to journal publicly (I’m paraphrasing).

I couldn’t disagree more.

While blogging may be old hat to people like Debbie, Doug, and me, it’s still new to a lot of businesspeople, who are only just now hearing about it. They’re only just now hearing about social media. They have just recently quit calling it “Facespace,” and realize there might be something to allowing their employees to contribute to their website.

Amish buggy and cart

Some of these guys even have a website. (No, not the horse.)

Keep in mind, the business community still hasn’t embraced the Internet as a whole. According to Formstack, only 45% of businesses in the US have a website.

That’s a friggin’ website! That’s not even a blog.

I built my first website in 1994. On Adobe PageMill. It was horrible. But we were one of the first businesses in our industry to have one, and I’ve been online ever since.

It’s 17 years later, and more than half of the businesses in this country still don’t have a website. They’re certainly not thinking about a blog. Maybe they’ve heard of it, maybe they know someone who’s got one. But they’re not seeing the need to have one.

And if that’s the case, they’re certainly not ready to embrace the social-ness of their website, and stop referring to it as a blog, since they don’t even have one.

Decoder Ring Theatre cast

Cast of Decoder Ring Theatre, an audio theatre company in Toronto. They're airing 6 of my radio scripts this summer on their podcast.

I’ve seen this “we’ve got to stop calling it by the old name because it’s not accurate anymore” phenomenon so many times before in so many different industries. Radio theatre is no longer called “radio theatre” anymore, it’s called “audio theatre.” Why? Because you don’t listen to these plays on the radio anymore, you listen to them via streaming audio, podcasts, mobile phones, CDs, and even tapes. Who the hell uses radio?

The audio theatre groups I’ve been a part of have been arguing about this for the last 10 years. (In fact, if I want to rile them up, I’ll bring it up again, like shaking a jar of angry bees just as they’re starting to calm down.) But the only people who care about the distinction are the practitioners themselves. Most of the non-audio theatre public still calls it “radio theatre,” because that’s the name they know. That’s how they refer to it when they talk about what they, their parents, or their grandparents listened to.

When I ask them about “audio theatre,” they stare at me blankly, until I say “that’s the new word for radio theatre.” Then they get it. Audio theatre’s biggest marketing blunder was when they stopped calling the art form what the typical listener was calling it, and I think it played a role in the diminished acceptance of the art form, even as audiobooks and other forms of audio entertainment and education have taken off.

If we want corporate blogging to continue to grow, we need to keep calling it a “blog” for as long as the business community has not fully embraced the Internet as a whole. Once everyone has a website and a blog, then I’ll call it a “social web.” Until then, I’m going to stick with the term the rest of the business community is already using. The social media pros can call it whatever they like.

Photo credit: pullarf (Flickr)