This document discusses why businesses should have blogs and what types of content to include. It notes that blogs can provide personal and organizational benefits like thought leadership, network growth, and organizational learning. The document suggests rebranding "blog" to less nerdy terms and provides examples of content like profiles of meetings and people, project updates, opinions on other posts, and for internal communicators, topics like communications planning, change communication, and global messaging. Blogs are positioned as a way to showcase work, ask questions, develop as a learning organization, and foster collaboration.

1. Blogging for Business
Why Blog? And what to blog about
A few ideas to inspire you

2. Don’t be put off by the name
• Many people are put off with the name “blog”.
Sounds a bit nerdy right?
• Well, what if I call it an online journal? Or a team
news site? Or a diary of progress? Or a showcase-
for-all-that-great-work-you’re-doing.
• Or just a place to ask questions and get answers?

3. Why blog
• Personal Benefits • Organisational
– Thought leadership benefits
– Professional credibility – Organisational
– Influence over time development /
learning organisation
– Increase your network
– Sharing preferred
– Meet people you’d
practice
never otherwise meet
– Slice across silos
– Opportunities start to
find you – Fosters collaborative
and sharing culture

4. What to blog about
• Events you’ve been to
• Profile interesting meetings you’ve had/people you’ve met
• Tell people about projects you’re working on
• Diaries of progress – update project stakeholders
• Personal insight
• Opinion pieces – comments on another blog post you liked
• Example posts that someone specialising in internal comms might write:
– Comms planning
– Copywriting for print / Copywriting for the web
– Change Communication
– Leadership communication
– How to plan a conference
– How to run a Town Hall event
– How to organise brown bag lunches
– Making cascades that work
– Making global messaging work locally
– Enterprise 2.0, blogging, wikis
– Communicating Internationally