Know Your Audience Blog audience ≠ typical customer base How do your customers get information? What are your competitors doing in the space?
Know Your Organization Honestly examine your business. Is it about stroking egos? Are you able to let go of corporate speak? Can you handle criticism? Is there time and money to devote to a blog? Is your organization flexible/nimble? Does life without layers of legal approval frighten you? Are you willing to stick it out? Are you willing to be transparent?
The 10 Commandments of Blogging You must be married to it. Cheap looks cheap. People want to interact with people. You can influence the conversation, but you can’t control it. Selling and blogging don’t mix. Blog traffic isn’t just magically generated. Don’t ask too much of your readers. If you can’t take the heat … Competitors will read your blog. Get over it. A blog is not a substitute for a communications plan.